Marketing Report: Comprehensive Overview of Elixinol Global Limited

This report provides a detailed analysis of Elixinol Global Limited, a company operating in the cannabis industry. It examines the company's evolution, from its founding in 2014 to its current global presence, highlighting key changes and milestones. The report describes Elixinol's business model, its parent company, and organizational structure, along with an assessment of its strengths and weaknesses. It delves into the historical background of the industry, including an overview of competitors such as Endoca and Bluebird Botanicals. Furthermore, the report includes a strategic map of the industry, offering insights into Elixinol's market positioning. The report concludes with a summary of the company's operations and future prospects, emphasizing its role as a manufacturer of hemp-based skincare products and dietary supplements, and its distribution network across numerous countries. The report leverages information from company websites and financial reports to provide a comprehensive overview of Elixinol Global Limited's marketing and business strategies.

Running head: MARKETING
Marketing
Name of the Student:
Name of the University:
Author Note:

MARKETING 1
Executive Summary:
The objective of the report is to put across a detailed analysis of Elixinol Global Limited. Here
the report draws an insight into the business evolution through identification of the key changes.
The report also sheds light into the parent company, its organizational structure along with an
overview of its strengths and weakness. The report also discusses about the historical
background of environment with which business operates with an insight to the industry and
competitors. The report also puts across a strategic map for the industry.

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Table of Contents
Introduction:....................................................................................................................................3
Evolution of the Business and the Major Changes since Birth:......................................................3
Description of the Business and the Parent Company:....................................................................4
Organizational Structure:.................................................................................................................4
Strengths and Weakness of the Business:........................................................................................4
Historical Background of Environment in which Business Operates.............................................5
(1) Industry:..................................................................................................................................5
(2) Competitors............................................................................................................................5
Strategic Map of Industry:...............................................................................................................6
Conclusion:......................................................................................................................................6
References:......................................................................................................................................8

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Introduction:
The report provides an overview of Elixinol Global Limited. The company has ASX
listing and a global presence across cannabis industry through its subsidiary businesses, Hemp
Foods Australia and Nunyara. Elixinol Global Limited is known for distributing and
manufacturing pharmaceutical products. The company basically offers skin care products and
dietary supplements based on medical cannabis and industrial hemp. As far as customers are
concerned, the company is known to serve worldwide customers.
The report provides an insight to the evolution of business through identifying the key changes
since birth. The report also describes the business along with a mention of the parent company.
There is also a mention of the organizational structure along with a mention of the strengths and
weakness of the business. The report further sheds light into the historical background of the
environment with which the business operates along with a mention of the industry and its
competitors. The report also introduces a strategic map for the industry.
Evolution of the Business and the Major Changes since Birth:
Elixinol Global Limited has been found in the year 2014 by Paul Benhaim in Colorado
(elixinolglobal.com, 2020) He worked towards sourcing one of the best quality hemp from the
locations across the world for various products. Paul Benhaim had been the CEO of the
company. The president and the co-founder of the firm was Gabriel Ettenson who had been a
licensed therapist. He tried to bring to light passion for prevention of illness and relief of

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symptoms via natural means along with one of his patients David Newman who also
contributed towards building the company. Arthur Jaffee who was also a cofounder was brought
along for managing the sales.
The subsidiaries of Elixinol included Nunyara Pharma which was established in the year
2014 and Hemp Foods Australia found in the year 1999 by Paul Benhaim (elixinolglobal.com,
2020). The organic offerings of Elixinol comprised of dietary supplements in form Cannabidiol
(CBD) tinctures and CBD capsules. It also produced liposomal cannabidiol. The hemp like
products comprised of organic hempseeds, protein powders and non-psychoactive medicine
based hemp oil.
Over the years, Elixinol has grown as a company and has taken up philanthropic work by
donating 5 percent of each of its purchase towards non-profit organization chosen by the
customers. Through collaboration with the consumers, Elixinol donates a part of its proceeds to
the selected organization thereby providing it with the opportunity of selecting where it donation
must go. Some of its charitable partners included Wounded Warrior Project, Autism one, Realm
of Caring and Vote Hemp.
Description of the Business and the Parent Company:
Elixinol Global Limited had been a distributor, retailer as well as of producer hemp
related products and Cannabidiol (CBD) (elixinolglobal.com, 2020). It is a public listed company
and undertakes distribution of its products to countries like North and South America, Asia,
Europe and Pacific region. The company operated on worldwide through its subsidiaries,
Nunyara and Hemp Foods Australia.

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Organizational Structure:
As far as the organizational structure is concerned, the Board of Directors comprised of
non-executive chairman and director, Paul Benhaim; non-executive director, Oliver Horn; and a
chief executive officer and executive director, Stratos Karousos (elixinolglobal.com, 2020).
Strengths and Weakness of the Business:
Strengths:
1. Elixinol Global Limited earns strong growth in revenue across most of its sales
channels. The revenue rose by 141 percent at stood at $32.5 m for the year
2017(globenewswire.com 2019).
2. Significant restructuring of marketing and sales function in support of the growth
initiatives of the company to provide improved level of efficiency in distribution of the Hemp
products.
3. In Australia Hemp Food led to development of newer food products, skin care products
and a huge range of snack bar.
4. The European cannabis market showed positive signs of growth for the expansion of
Elixinol
Weakness:
The weakness lies in the way in which Elixinol Global Limited uses the debt in a riskier
manner. Debt becomes a problem if a firm is unable to pay it off easily either through raising the
capital or through cash flow. In worst case, the firm might go bankrupt if it is unable to pay the

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creditors. It also leads to raising more equity capital at lower price thus diluting the shareholders
permanently.
Historical Background of Environment in which Business Operates
(1) Industry: Elixinol Global Limited has international presence within Cannabis
industry.
(2) Competitors: Elixinol Global Limited is a vertically integrated and diversified
cannabis and hemp company that is unique in its class. Some of its competitors include Endoca,
and Bluebird Botanicals. Endoca is one of the reputed CBD oil firms and is one of the largest
manufacturers of oil in terms of volume. The firm is based in Europe with offices in US.
Bluebird Botanicals also known as the Gaia Botanicals is one of the leading manufacturer of
CBD and hemp product manufacturers for the consumers.
Strategic Map of Industry:

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High
Distinctiveness
Low Niche
Market Appeal
Broad
High
Price Power
HighLow
Elixinol
Bluebird Botanicals
Endoca
Figure 1: Diagrammatic Representation of Strategic Map of the Industry
Source: By Author
Conclusion:
On a concluding note, it can be said that Elixinol Global Limited is not a distributor but a
manufacturer of hemp based skincare product and dietary supplement. The company distributes
its products to close to 40 countries. The company operates on the global scale through its
Sales
Volume

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subsidiaries, Hemp Food Australia and Nunyara. Hemp Food Australia on the other hand had
been found in the year 1999 and had been one of the leader retailer, manufacture and wholesaler
of hemp based products. It is also an exporter of the raw materials as well as the finished
products with its sole operations in Australia. Nunyara on the other hand had been found in the
year 2014 for participating in the developing therapeutic cannabis market of Australia. The
company was granted license for the manufacture of the medicinal cannabis in the year 2019.
However the company did not receive any kind of approval for the cultivation of Cannabis.
Elixinol Global Limited underwent various evolutions since its birth and various strengths and
weakness. The unique aspects of the firm makes it a leader amongst its competitors.

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References:
elixinolglobal.com, 2020. [Online]. Retrieved from https://www.elixinolglobal.com/site/About-
Us/elixinol-overview
elixinolglobal.com, 2020. [Online]. Retrieved from https://www.elixinolglobal.com/site/our-
operations/operations-home
elixinolglobal.com, 2020. [Online]. Retrieved from https://www.elixinolglobal.com/site/content/
elixinolglobal.com, 2020. [Online]. Retrieved from https://www.elixinolglobal.com/site/About-
Us/board-of-directors
globenewswire.com, 2019. Elixinol Global Limited FY2018 Results Strong Revenue Growth of
121% Supported by Robust Balance Sheet to Drive Future Growth. [Online]. Retrieved
from https://www.globenewswire.com/news-release/2019/02/27/1743655/0/en/Elixinol-
Global-Limited-FY2018-Results-Strong-Revenue-Growth-of-121-Supported-by-Robust-
Balance-Sheet-to-Drive-Future-Growth.html

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