MRKT20052 Marketing: NEXBA Beverages Australia Market Analysis

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This presentation provides a situation analysis of NEXBA Beverages in the Australian market, covering organizational and industry analysis, target market identification, competition analysis, and a PESTLE and SWOT analysis. It highlights NEXBA's unique selling proposition (USP) of sugar-free drinks and its product line, including soft drinks, iced tea, sparkling infusions, and flavored water. The analysis identifies the Australian beverage market as lucrative, with growing demand for healthier options. The target market includes health-conscious individuals, children, and diabetes patients within the middle and higher income groups. The presentation also addresses the competitive landscape, political, economic, social, technological, legal, and environmental factors impacting NEXBA, concluding with a SWOT analysis outlining the company's strengths, weaknesses, opportunities, and threats. The presentation is for MRKT20052 Marketing Management and Digital Communications course.
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NEXBA Beverages,
Australia
Market opportunity analysis
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Organizational analysis
Founded in 2010
Founders: Drew Bilbe and Troy Douglas.
USP: Sugar free drinks
Product line: Soft drinks, Iced tea, Sparkling infusions, Flavored water.
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Industry analysis
Australia is a lucrative market for the beverage industry
Australia and New Zealand consumes the most juice and coffee in the
entire world (Food Processing, 2017).
Bottled water industry in also growing.
Soft drink market is expected to grow by 2.5% annually (Statista,
2018).
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Target market
Set of customers whose needs the business aims to fulfill.
Geographic: Australia
Demographic: Health conscious people and children.
Diabetes patients
Income group: higher and middle income group.
Premium pricing and price skimming strategy
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Competition analysis
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PESTLE
Political: Australia is a constitutional monarchy under parliamentary
democracy.
Economic: Developed economy. Increasing purchasing power of people.
Reduced entry barriers for entrepreneurs in the industry.
Social: Increasing demand for healthier beverage options. Increasing
health consciousness of people.
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PESTLE
Technological: Increasing use of food delivery applications. Social
media marketing and increasing use of smartphones and mobile
applications.
Legal: Increasing laws for food safety in Australia. Relatively low
barriers to entry in the industry.
Environmental: Crucial to effectively manage waste and track carbon
footprints.
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SWOT
Strengths
No sugar.
Tie up with leading super markets
Strong brand name.
Increasing health consciousness of people.
Recognition through awards – 2017 product of
the year and 2015 Telstra micro business award
Weaknesses
Lack of promotions
Expensive pricing
Saturated industry
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SWOT
Opportunities
Social media marketing
Tie up with health centers and gyms.
Expansion outside Australia
Threats
Increasing competition from well established brands like Coca-Cola
and Pepsi
Low entry barriers by other competing firms.
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Reference
Agrifood Skills Australia, A. S. (2015). Contemporary business strategies and
learning models in the agrifood industry.
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practice. Springer Science & Business Media.
Food Processing, (2017), ‘Six beverage trends worth knowing’, Available at
https://www.foodprocessing.com.au/content/processing/article/six-beverage-t
rends-worth-knowing-430823038
, Retrieved on 10 April, 2018.
Gunja, N., & Brown, J. A. (2012). Energy drinks: health risks and toxicity. Med J
Aust, 196(1), 46-49.
It is one of the most politically stable countries of the world. BookBoon
Kriwy, P., & Mecking, R. A. (2012). Health and environmental consciousness,
costs of behaviour and the purchase of organic food. International Journal of
Consumer Studies, 36(1), 30-37.
Porter, M. E., & Heppelmann, J. E. (2014). How smart, connected products are
transforming competition. Harvard Business Review, 92(11), 64-88.
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References
Shin, C., Hong, J. H., & Dey, A. K. (2012, September). Understanding and prediction of mobile application
usage for smart phones. In Proceedings of the 2012 ACM Conference on Ubiquitous Computing (pp. 173-
182). ACM.
Spann, M., Fischer, M., & Tellis, G. J. (2014). Skimming or penetration? Strategic dynamic pricing for new
products. Marketing Science, 34(2), 235-249.
Statista, (2018), ‘Soft drinks’, Available at
https://www.statista.com/outlook/20020000/107/soft-drinks/australia#, Retrieved on 10 April, 2018.
Stelzner, M. (2014). 2014 Social Media Marketing Industry Report. Social media examiner, 1-52.
Trapp, G. S., Allen, K. L., O'Sullivan, T., Robinson, M., Jacoby, P., & Oddy, W. H. (2014). Energy drink
consumption among young Australian adults: associations with alcohol and illicit drug use. Drug & Alcohol
Dependence, 134, 30-37.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage. United States.
Weinstein, A. (2013). Handbook of market segmentation: Strategic targeting for business and technology
firms. Routledge. United Kingdom.
West, D. C., Ford, J., & Ibrahim, E. (2015). Strategic marketing: creating competitive advantage. Oxford
University Press, USA.
Wilson, R. M., & Gilligan, C. (2012). Strategic marketing management. Routledge. United Kingdom.
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