Situation Analysis for H2COO

Running head: MARKETING
Situation Analysis for
H2COO
Author XXXXXXXXXXXXXXXXX
SID XXXXXXXXXXXXXX
1003MKT – Introduction to Marketing
Tutor:
Trimester1, 2018

1MARKETING
Table of Contents
Introduction and Company Background..........................................................................................2
Introduction..................................................................................................................................2
Company Background..................................................................................................................2
Situation Analysis............................................................................................................................3
Market Analysis...........................................................................................................................3
Macro Environment Analysis......................................................................................................4
Political Analysis......................................................................................................................4
Economic Analysis...................................................................................................................5
Technological Analysis............................................................................................................6
Legal Analysis..........................................................................................................................7
Environmental Analysis...........................................................................................................7
Micro Environment Analysis.......................................................................................................8
Company Analysis...................................................................................................................8
Competitor Analysis.................................................................................................................9
Competitive Market Summary.................................................................................................9
Consumer Analysis.................................................................................................................11
SWOT Analysis......................................................................................................................12
Recommendations/Conclusion......................................................................................................13
Reference List................................................................................................................................15

2MARKETING
Introduction and Company Background
Introduction
The report aims at providing an insight into the H2Coco, a company known for its
coconut-based products. The products of H2Coco are found in various national outlets that
includes Supermarkets, Chemist Warehouse and Priceline (h2coconut.com, 2018). A marketing
plan is necessary since it helps the leaders of the company in developing and keeping an eye on
the functional areas for meeting the expectations. It is necessary for implementing a marketing
plan for H2Coco since it helps the company in developing products for meeting the required
needs of the target customers. In addition, a good marketing plan helps the customers in
understanding the products of the concerned company. In recent times, there was an
investigation undertaken based on the fact that the company was publicizing its coconut water as
a composite blend of the minerals, amino acids, vitamins, enzymes, antioxidants, phytonutrients
and hormones that enhanced growth which the company could not substantiate with necessary
claims. The marketing plan initiated helped the customers in receiving the right amount of
information, avoid any misguidance and increase sales.
Company Background

3MARKETING
H2Coco is company based in Australia primarily known for its pure coconut water
products. It is in fact one of the favourite coconut water brands in New Zealand and Australia.
The product range of the company includes chocolate milk, iced coffee and various types of
dairy alternatives (McGoldrick, 2017). The company provides a Lunchbox range perfect as
packed lunches. Most of the products of H2Coco are not only 100 percent natural but is gluten
and dairy free with no preservatives and artificial ingredients. The company with its healthier
choice of products ensures a healthier lifestyle. It is found that one in every four Australians is
actively trying to reduce the sugar intake and this aspects has been taken care of the newer range
of H2Coco that are not only 100 percent natural alternatives of fruit juices that are not only
flavoured, hydrating and contains less amount of sugar compared to the juice boxes. After
making a mark in the watermelon and coconut water based products, H2Coco entered into two-
year partnership with Surfing NSW, which is the longest and the largest running state body
representing the sport of surfing, thereby becoming its official coconut water. In recent times,
the company has also collaborated with the Woolworths Petrol thereby ensuring healthier bites.
Situation Analysis
Market Analysis
The food and beverage industry is dynamic and is driven by the consumers’ demand who
seek quality, value and diversity. The range of food availability reflects the cultural and ethnic
diversity of Australia (Heasman & Lang, 2015). Many are various specialty products that have