Niche Marketing Assignment PDF

Running head: NICHE MARKETING IN B2B AND B2C
Niche Marketing of Naturally Cheeky
Name of the Student:
Name of the University:
Author Note:

NICHE MARKETING IN B2B AND B2C
1
Table of Contents
Introduction:....................................................................................................................................3
Objectives:.......................................................................................................................................3
Marketing environment summary:..................................................................................................3
Political environment:..................................................................................................................4
Economic environment:...............................................................................................................5
Technological environment:........................................................................................................8
Environmental factors:.................................................................................................................9
Legal factors:...............................................................................................................................9
Competitor analysis:........................................................................................................................9
Readiness of the clients’ market:...................................................................................................10
Mode of entry:...............................................................................................................................11
STPD strategy:...............................................................................................................................11
Segmentation:............................................................................................................................11
Targeting:...................................................................................................................................12
Positioning:................................................................................................................................12
Differentiation:..........................................................................................................................12
Product strategy:............................................................................................................................13
Price strategy:................................................................................................................................13
Promotion strategy:........................................................................................................................13

NICHE MARKETING IN B2B AND B2C
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Distribution strategy:.....................................................................................................................14
Conclusion:....................................................................................................................................14
References:....................................................................................................................................16

NICHE MARKETING IN B2B AND B2C
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Introduction:
The intense competition in the beverage market has made it crucial for the national level
beverage companies to seek new markets and expand even within Australia (Boerschinger,
Svitavsky and Yoder A., 2017). These companies require to make international standard
marketing strategy to counteract the competition which they face owing to entry of international
competitors from other countries. The paper would concentrate on formation of an international
level marketing strategy for Naturally Cheeky which an apple cider vinegar manufacturing and
marketing firm (naturallycheeky.com.au 2018). The study would first delve into the business
environment of the firm and then go on to explore its marketing strategies.
Objectives:
The objective of international market strategy is to market the apple cider vinegar
products by Naturally Cheeky in both business to business market (B2B) and business to
customer market (B2C). The Australian vinegar based drink marketing firm has its offices in
multiple places in Australia like Queensland, Palmerston, Coolalinga, Darwin and New South
Wales. The firm seeks to markets its vinegar products using niche marketing strategy both in the
B2B and B2C segments. The B2B segment would consist of premium five star hotels located in
Sydney and Melbourne. The end customer segment chosen for the B2C niche marketing strategy
consists of athletes. The marketing strategy would hold great significance for Naturally Cheeky
because the firm promotes its drinks as healthy alternatives to soft drinks. This means that the
company comes direct competition from beverage giants like Coca Cola and Pepsi Co.