Situation Analysis of Nexba: Marketing Strategy and Promotion Mix

Running head: SITUATION ANALYSIS
SITUATION ANALYSIS
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1SITUATION ANALYSIS
Executive summary
The discussion will detail about the importance of sugar free beverage producing brand
Nexas, it was the first brand that had introduced the idea of producing sugar free beverages
that will benefit the consumers like diabetes patient, fitness conscious consumers, health
conscious and obesity patients. The study will give a relevant study in the situation analysis
of the company and the possible risk related to it. It has also discussed about the steps the
company might take to meet the challenges. The study includes the marketing strategy and
and promotion mix of the company also.

2SITUATION ANALYSIS
Table of Contents
Introduction................................................................................................................................2
Situation analysis:..................................................................................................................2
Problem statement:.................................................................................................................3
Potential market segment:......................................................................................................3
Target market position:..........................................................................................................4
Marketing objectives and goals:.............................................................................................5
Financial objectives:...............................................................................................................6
Marketing mix and marketing strategy:.....................................................................................7
Implementation and control:..................................................................................................8
Promotion mix:.......................................................................................................................9
Conclusion:..............................................................................................................................10
References:...............................................................................................................................11

3SITUATION ANALYSIS
Introduction
Nexba is an Australian company that is specialized in producing beverages that ready
to drink. The company was established in the year 2010 by Troy Douglas and Bilbe. The
company produces anti-sugar soft drinks that has helped to create a significant position for
the company in the market. The company had started their business with the innovative idea
of launching naturally sugar free soft drinks for the first time in the country. Nexas have
prospered in their innovative and creative thought and presently they are available in stores
nationwide in Coles with a range of cola, lemon and orange flavours. They have been a
tough competition to the leading beverage brands like Coca-Cola and Pepsi in the market.
The brand has stolen the customers from the leading refreshment drinks brands like Nestea
and Lipton with its favoured iced teas. The brand, Nexas is creating a huge change in the
beverage market and is expanding their business scale to a varied range (de Ruyter et al.,
2013). The study will focus about the situation analysis of the company and will discuss
about the objective of the company. It will also detail the marketing mix and strategy of the
company and along with the implementation and control measures.
Situation analysis:
The company is using Erythritol a natural sweetener product to create the taste of
sugar in the beverages produced by them. They are not using the natural sugar but the taste
remains identical. This is the first company who came up with this approach and thus
attracted huge scale of customers from all across the nation (Hu, 2013). The most important
factor for this company is that there strategy to use the artificial sweetener in their product.
According to studies it is seen that one of the major problem of health is consumption of the
sugary soft drinks that contains a huge scale of calories. This is a direct threat to the patients
suffering from and might suffer from diabetes, cardiovascular disease, obesity. However,