MRKT20052 Marketing: NEXBA Beverages Australia Market Analysis

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.

NEXBA Beverages,
Australia
Market opportunity analysis

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.

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).

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

Competition analysis

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.

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.

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

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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rends-worth-knowing-430823038
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