Marketing Analysis: Evaluating Strengths, Weaknesses, Opportunities, and Threats of The Better Drinks Company

MARKETING

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Executive Summary
New product development has been the key of success in most of the industries. This report
evaluates the internal strengths and weaknesses of The better Drinks Company. The strengths
of the company are its product quality and the weakness lies in its poor marketing campaign.
It has large amount of opportunity in Asian region and it has threats from growing
competitors in the industry. It also evaluates about the industry which is growing at much
faster speed. Company aims to launch its energy drink having flavours of different fruits. The
marketing strategy of the company must look towards using digital mediums so as to reach to
maximum possible customers. They are aiming to target people from every segment of the
society. Its marketing mix evaluation shows that products are available at reasonable prices.

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Contents
INTRODUCTION.....................................................................................................................................2
SWOT analysis......................................................................................................................................3
Porter’s five force analysis....................................................................................................................5
New Product..........................................................................................................................................6
Marketing objectives.............................................................................................................................6
Marketing strategy.................................................................................................................................6
Market segment and target strategy.......................................................................................................7
Positioning strategy...............................................................................................................................8
Marketing Mix.......................................................................................................................................8
Conclusion.............................................................................................................................................9
REFERENCES......................................................................................................................................9
INTRODUCTION
Drinks industry has grown at much faster speed when compared with any other food industry.
The Better Drinks Co Limited is dealing in the business of manufacturing and marketing of

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drinks. It product range consists of juices such as orange juices, apple, grapefruit, raspberry,
cranberry, lemon sodas, mango, black current, water and superfood. These drinks are
available in all the parts of the world. Company was established in the year 1999 (Better
Drinks, 2018). It is a firm from New Zealand and working as a subsidiary of Asahi Holding.
Three friends launched this company named Simon Neal, Marc Ellis and Stefan Lepionka.
The working name of the company is Charlie’s Group Limited. In the start company was only
in the business of selling Orange juices later it expanded to other product range in the year
2001. The Vision of the company is to spread little good all around the world by the help of
great tasting juices from high quality stuffs. Its mission statements suggest that company will
become one of the best organisations that deal in the business of Drinks.
SWOT analysis
It is an analysis that suggests about the strengths and weaknesses of the company alongside
with the threats and opportunities available in front of the company.
Strengths
 Company has wide varieties of products available with the firm. This helps them in
gaining the attention of people that loves fruit juices from different sections of the
society.
 They have their own farms from where they avail their raw materials from hence
maintain the quality of their products.
 Utilisation of advanced technology has been their priority and currently they have
moved towards automation that helps in fast and accurate manufacturing and
processing of the juices.
 They maintain a high nutritional value in their products which helps them in new
market in an appropriate manner. This is the reason that they have a huge fan base in
certain areas (Bloomberg, 2018).
 Their strategies related to gaining competitive advantage over the rivals have helped
them in reaching to larger numbers of customers at minimum cost.
Weaknesses