Situational Analysis of Nexba Beverages: Marketing, Management and Digital Communication

Marketing
Management and
Digital
Communication
A Situational Analysis of Nexba Beverages

Background Information
 The beverage industry specializes in the production of drinks, in
particular those beverages that are ready to drink (Chen, 2012).
 The making of beverages varies depending on beverages being
produced.
 Nexba is an Australian-based company specializing in beverages
(Beverages, n.d)
 The launch of the company took place in 2010 by Troy Douglas and
Drew Bilbe
 The story of Nexba can be traced back to one hot summer day at a
Mexican beach.
 Today, Nexba can be argued to be the first company offering
alternatives which are free from natural sugar.
 Nexba’s products are stocked in thousands of outlets across Australia.

a) Macro force analysis
 Macro force analysis, commonly referred to as PESTLE analysis, is
applied to outline the external forces impacting a business or
constituting its macro environment.
 In brief, it analyses the political, economic, social, technological, legal,
and environmental factors of an organization.
1. political- Nexba is a non-alcoholic drink and hence adheres to the
regulations set by the food safety standards in Australia.
2. economic-the economy of a nation has a great impact on businesses
3. social- Nexba is greatly influenced by social factors and it has to stay in
line with the culture of the Australian people.
4. technological- in the presence of the new era in technology, emerging
companies like Nexba have entirely integrated themselves with the new
developments. One of the recent technological trends that have impacted
businesses is social media.
5. legal- the beverage industry is faced by many legal implications.
6. Environmental-environmental factors can have an impact on Nexba, but
not to a large extent as such factors directly affect the agri-business.