Comprehensive Marketing Plan Analysis for Nexba Beverages in Australia

This report provides a comprehensive marketing plan analysis for Nexba Beverages operating in the Australian market. It begins with an executive summary and table of contents, followed by an introduction outlining the assignment's objectives. The situation analysis includes PESTLE and SWOT analyses, competitor and stakeholder evaluations, culminating in a problem statement. The report then delves into potential market segments, target market positioning, and marketing and financial objectives. It proposes a marketing strategy, detailing the marketing mix and promotional mix to enhance brand awareness and profitability. The analysis covers various aspects such as market segmentation, competitor analysis, and stakeholder analysis to identify key challenges and opportunities for Nexba Beverages. The report concludes with a call to action, suggesting strategies for implementation and control to achieve the set objectives.

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

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Executive Summary
This report will provide insights about the marketing strategies that will help Nexba
Beverages in continuing their business in a better manner in the Australian market. The
company needs to adopt the marketing strategies that has been mentioned in the report so that
it can increase the level of profit for the company. The report also contains the situation
analysis of the company such as the PESTLE and SWOT analysis along with the competitor
and stakeholder analysis. The analysis has helped in understanding the internal and external
environment of the company within which the business is operating. These analyses has
helped in determining the problem statement along with the necessary steps that needs to be
taken so that the company can be profitable in the market. The marketing and financial
objectives that has been set by the company can be enhanced by understanding the marketing
mix in a proper manner. The report also highlights the promotional mix that needs to be taken
up the company so that it can help in spreading awareness among the customers.

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Table of Contents
Introduction................................................................................................................................3
Situation analysis.......................................................................................................................3
PESTLE analysis....................................................................................................................3
SWOT analysis.......................................................................................................................4
Competitor analysis................................................................................................................5
Stakeholder analysis...............................................................................................................6
Problem Statement.....................................................................................................................6
Potential market segments..........................................................................................................6
Target market positioning..........................................................................................................8
Marketing objectives and goals..................................................................................................9
Financial objectives and goals...................................................................................................9
Marketing strategy and marketing mix......................................................................................9
Implementation and control.....................................................................................................10
Promotion mix..........................................................................................................................10
Conclusion................................................................................................................................11
Reference List..........................................................................................................................12

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Introduction
This assignment will be based on the marketing plan of Nexba beverages, which was
started in Australia by two people. The marketing plan will consist of the situation analysis
along with the major problem that the company is facing so that better solutions can be
provided to the company. The company needs to identify the potential market segments so
that the sale of the product can be increased in the Australian scenario. The report will also
provide better insights regarding the position of the company in the market so that the
objectives and goals of the marketing purpose can be set in a proper manner. The marketing
plan will also provide the strategies that will be used for promoting the products in the market
so that the company can earn better returns.
Situation analysis
PESTLE analysis
The company makes it a point that the products meet the policies and regulations that
are set by the Australian government so that it can increase the likeliness of the products
among the customers. The laws of labour that are present in the country are followed in a
proper manner so that the employees that are hired by the company can work in a friendly
environment (Freire et al., 2014).
The products of the company are distributed throughout the country, which results in
increasing their level of profit. The company follows the tastes and preferences of the
customers so that it can enable them in increasing their demand in the market. The production
of health drinks by the company has resulted in attracting the customers present in the market
to a great extent (Colchero et al., 2015).
Since the products of the company are available within the country, it has been
produced by understanding the culture and the customs that are present in Australia. The

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production of healthy products by the company has resulted in increasing the demand of the
products in the market by the customers. The company has a better knowledge regarding the
health trends that are present in the market, which has led to manufacturing the products
according to the needs of the customers (Grekova et al., 2014).
Since the company was formed recently, it has allowed them in installing the latest
and advanced technologies so that the production can be increased to a great extent. The use
of the latest technologies has resulted in decreasing per unit cost of production and the
beverages are made in a proper manner as well. It has also allowed the company in using the
social media platforms so that the products can be marketed in a proper way (Zhen et al.,
2013).
The company also follows the legal policies that are present in the market so that it
does not face any legal implications in the market. This allows the company in carrying out
its business operations in a proper manner.
The company also adheres to the environmental factors by keeping a check on the
pollution levels along with ensuring that the water that is used for the production of the
beverages are not polluted to a great extent. This has resulted in increasing the goodwill of
the company as well in the market (Jebabli, Arouri & Teulon, 2014).
SWOT analysis
The strengths of the company is that it the products are manufactured in a natural
manner and no extra sugar is added within the drink. This allows the drink o be natural and
original. The company also advertises the products in a proper manner so that it can result in
increasing the attraction in the market. Another strength of the company is that it has a strong
loyalty among the customers, which results in building up of the brand image in the market
due to the increase in the satisfaction of the customers (Colchero et al., 2015).

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The weaknesses of the company is that it has not tapped the resources that are present
on a global manner, which may result in increasing the popularity of the company in the
international markets as well. Another major weakness for the company is that Coca-Cola has
also launched a beverage that does not have any additional sugar in it. The size of the
company is huge, which may be able to attract the customers present in the market in a better
manner (Alonso-Almeida, Llach & Marimon, 2014).
The company needs to diversify its products according to the target market so that it
can help them in gaining more number of customers. The diversification of the products will
also result in increasing the number of alternatives in the market so that the customers do not
get bored with the same products. The company also needs to launch the products in the
developing nations so that it can help in increasing the level of profit for the company. The
developing nations will provide an opportunity for the company to grow on a large scale, as
the economy tends to develop in these nations (Zhen et al., 2013).
The threats that are present to the company is the other beverage companies that are
present in the market. Companies like Coca-Cola and Pepsi has a wide range of customers
who are loyal towards the products, which will make it difficult for Nexba to increase its sale
in the market. The sourcing of raw materials is yet another problem for the company, as most
of the raw materials are provided to the competitor companies due to the high rate that they
give to the suppliers (Hildenbrand, 2014).
Competitor analysis
The company has many competitors in the market and the most significant companies
are Coca-Cola and PepsiCo. This is due to the fact that they are in business within the
Australian market for a long period and has a strong base of customers. Most of the products
that are offered by these companies are liked by the customers, which has also affected their

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operations in the market in a positive manner. The major factor that will affect Nexba
beverages is the factor of price, as the products of the competitors are offered at a lower
price, which has resulted in increasing the demand among the customers (Beard, 2013).
Stakeholder analysis
This analysis helps the company in understanding the important stakeholders that will
result in understanding the needs that are present in the market. The main stakeholders of the
company are the suppliers who supplies the raw materials to the company. The supply of
better quality products results in increasing the quality of the finished products as well. The
customers are also an important part of the company, as they would help in increasing the
level of profit for the company. The company needs to produce the beverages according to
the needs of the customers so that it can result in increasing the level of profit for the
company (Grant, 2016).
Problem Statement
The main problem that the company is facing is the fierce competition from
companies like Coca-Cola and PepsiCo. These companies are already present in the market
for a long period and Coca-Cola has introduced the no sugar coke as well, which is providing
stiff competition to the company. Another major problem of the company is that it is not
being able to market the products in a proper manner due to the use of the wrong strategies.
This problem has to be addressed by marketing the products of the company in a proper
manner so that it can increase the attractiveness of the product in the market.
Potential market segments
Market segmentation is an important part that the company needs to take in to
consideration, as it will help the products to be sold in a proper manner. It will help the
company in understanding the target population so that the products can be segmented

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accordingly. The company needs to evaluate the wants, needs and demands of the customers
so that the products can be delivered to them, which will help in satisfying the demands
(Armstrong et al., 2015).
The demographic segmentation allows the company in selecting the right population
so that the products can be delivered to them. The demographic segmentation will help the
company in dividing the population based on gender, income, age and religion of the people.
The demographic segmentation will allow the company in setting the price in a proper
manner so that it can help in providing the products to the right customers. The segmentation
of the customers need to be done according to their income so that the company so that
increase the sale of the products (Wrenn & Mansfield, 2014).
The behavioural segmentation will help the company in dividing the population
between the decision-making capacities of the customers along with the frequent usage of the
product. This segmentation will allow the company in selling the product among the
customers who are in need of the product. Since the beverages do not contain any added
sugar, it will attract the customers who are physically fit (Chaffey & Smith, 2013).
The psychographic segmentation will help the company in understanding the lifestyle
of the people along with their interests so that their opinions can be taken in to consideration
while supplying the products in the market. The buying pattern of the consumers will help the
company in understanding the psychological needs so that the products can be provided to
satisfy the needs and demands of the customers (Baker, 2014).
The geographic segmentation will help in segmenting the products according to the
geographical location of the customers. Since Australia is mostly humid, it will allow the
company in selling the beverages across all parts of the country so that it can help in meeting
the demands of the customers (Mooradian, Matzler & Ring, 2013).

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Target market positioning
Fig 1: Positioning Map
(Source: Created by Author)
The company will be placed in the high quality low price bracket, as it will allow the
company in attracting more number of customers. The company will be able to increase its
sales in the market by gaining a competitive advantage in the market, which will allow them
in increasing the rate of penetration in the market. The better quality of products will be
maintained since it will allow the customers in being attracted towards it. The lower price that
will be set by the company in the initial years will result in increasing the demand of the
product in the market as well among the customers (Piercy, 2014).
High Quality
Low quality
Low price High price
Nexba
Beverages

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Marketing objectives and goals
The marketing objectives have to be set in a proper manner so that it can allow the
company in understanding the needs of the market and increase the level of profit in the
market. The company will have to increase its products supply in the market so that it can
result in grabbing the attention of the customers. The marketing objective of Nexba
Beverages is to increase the outflow of the products in the market so that the customers can
purchase it and provide competitive advantage to the company (Fine, 2017).
Financial objectives and goals
The financial goals of the company is that it will increase its profits by supplying
better quality products in the market so that the customers can be satisfied. It will also result
in increasing the level of productivity within the company as well (Baker, 2014).
Marketing strategy and marketing mix
The marketing mix will allow the company in understanding the various choices that
are present to them so that the process of launching the product in the market can be
successful.
The product of the company is the various fruit beverages that are produced in an
organic manner without the use of sugar ingredients. This will allow the product to be natural
and provide the nutrients to the customers as well. The customers of the company will be the
people who are concerned with their body and does not consume the foods that are harmful to
the body (Ayub et al., 2013).
The place where the products will be distributed will be in different parts of the
country along with the supermarket stores as well. It will allow the company in grabbing the
attention of the customers towards the product, as the store shelves will be displaying the
product so that it can be purchased in an easy manner (Johnston & Bate, 2013).

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The price of the beverages will be kept low so that it can allow the company in
gaining a competitive advantage in the market. It will also help in increasing the sale of the
products in the market so that the rival companies are forced to give the products at a
competitive price as well.
The adoption of the right promotional strategies will result in increasing the presence
of the product in the market so that the customers can be aware of it. The awareness that is
spread among the customers will result in increasing the sale of the beverages in the market
as well (Chaffey & Ellis-Chadwick, 2016).
Implementation and control
The implementation of the marketing objectives has to be done in a proper manner so
that it can succeed in the market. This will allow the company in gaining better benefits so
that the level of awareness among the customers can be increased.
The research that will be undertaken by the company will result in understanding the
wants and demands of the customers so that it can be analysed in a proper manner and the
right products can be supplied in the target markets (Ayub et al., 2013).
Promotion mix
The company will have to advertise the products in an extensive manner so that it can
result in increasing the level of awareness among the customers. The use of advertising will
result in improving the relationship with the customers by the company so that the feedbacks
can be collected in a proper manner. The company will take the help of social media
platforms, as it will result in attracting the young people. As most of the population in the
recent times are hooked to sites like Facebook, Twitter and Instagram, which will help the
company in attracting the potential customers (Rowley, 2016).

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The company can sponsor the sports events, as the product is made naturally that will
help in providing health benefits to the sports people. The endorsements of the sportspersons
will result in increasing the sale of the company as well (Baker, 2014).
Conclusion
Therefore it can be concluded that the company needs to increase its market
penetration by using the promotional techniques for the products so that it can help in
spreading awareness among the customers. This would result in increasing the level of profits
for the company as well. The marketing objectives that are set by the company will help them
in understanding the target market for whom the products will be directed. This will also
result in understanding the behaviour of the customers towards the products that are being
provided by the company.