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Situation Analysis of Nexas

   

Added on  2021-06-18

12 Pages2947 Words48 Views
Materials Science and Engineering
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Running head: SITUATION ANALYSIS OF NEXASSituation Analysis of NexasName of the Student:Name of the University:Author Note:
Situation Analysis of Nexas_1

1SITUATION ANALYSIS OF NEXASExecutive Summary:Nexa is one of the fastest growing firms in Australia operating in the beverages industry. It is thevery first firm in this sector that produces sugar free drinks and caters to the ever increasinghealth need of the target consumer base. It has expanded in a very short span of time but is facedwith intense rivalry from its competitors and so needs to address challenges lying in this fieldand expand to other regions of the world so that they do not lose out on target market. This paperoutlines the situation prevailing, the problem and the measures to be taken to come out of thesame.
Situation Analysis of Nexas_2

2SITUATION ANALYSIS OF NEXASTable of ContentsExecutive Summary:....................................................................................................................................1Introduction.................................................................................................................................................3Situation Analysis:.......................................................................................................................................3Problem Statement:....................................................................................................................................4Potential Market Segmentation:.................................................................................................................5Target market position:...............................................................................................................................6Target market segments:.............................................................................................................................7Marketing Objectives and Goals:.................................................................................................................7Financial objectives:....................................................................................................................................8Marketing mix and marketing strategy:......................................................................................................9Implementation and control:....................................................................................................................10Conclusion:................................................................................................................................................10References:................................................................................................................................................11
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3SITUATION ANALYSIS OF NEXASIntroductionNexba is one of the leading organizations operating in the beverages industry of Australiaand is trying to increasingly cover a larger section of the target market. It produces beveragesthat are ready to drink and contain no amount of sugar and hence this differentiated this firm’sproducts from the rest (Mhurchu et al., 2016). The firm was established by Troy Douglas andBilbe in the year 2010. This was the first firm to start producing sugar free beverages in Australiaand has hence been very differentiable from the rest of the firms operating in the same sector. Ithas produced various types and flavors of drinks that has helped to cater to a lot of diversedemands and needs of customers (Brand-Miller & Barclay, 2017). All over the country theinnovative and technologically advanced features of the firm has made it gain a high market rankand hence operate smoothly and efficiently. This study and report will focus on the objectivesand situation analysis of the firm and also critically discuss and evaluate the marketing mix andother measures taken up by the firm. Further the control measures and implementation of thestrategies will also be discussed in detail.Situation Analysis:The product that is mostly used and is one of the key ingredients of the beveragesmanufactured by this firm is Erythritol which is used as a sweetener instead of sugar so that thesweetness or the tastes of the beverages are not compromised with. This very defining feature ofthe firm has made it different from all other firms operating in the beverages sector or industry inAustralia. It is the very same feature that makes the beverages and drinks produced by this firmto be healthy and of better quality as compared to all the other products produced by the other
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