Marketing Plan and Strategies for Nexba Company: Analysis Report

This report provides a comprehensive marketing analysis and strategic plan for Nexba Company, a beverage manufacturer. It begins with an executive summary outlining the report's objectives, which include formulating marketing plans and strategies to address challenges in the competitive beverage market. The report conducts a thorough situation analysis, utilizing PESTEL and SWOT frameworks to evaluate the external and internal environments, respectively. It also includes a competitor analysis, stakeholder analysis, and a clear problem statement identifying the challenges Nexba faces. The report then delves into market segmentation and positioning strategies, proposing marketing and financial objectives. A detailed marketing strategy and mix are presented, including product, place, price, and promotion strategies. The report concludes with a discussion of implementation and control measures, along with a promotion mix, providing a complete roadmap for Nexba's marketing efforts.

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Marketing Management and Digital Communication
Name of the Student
Name of the University
Author Note

1MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Executive Summary
The purpose of this report is to formulate marketing plans and strategies for Nexba Company.
The report will throw light on the major problems and contextual analysis, which the
beverage company is currently facing in the existing markets. Nexba Company has tough
competition, which already exists in their business market. Therefore, it is important for the
company to adopt certain strategies and techniques of market segmentation, in order to
penetrate new market areas. In addition to this, viable solutions are being provided, which is
important for the company, at large. Moreover, it is immensely vital to identify different
market segments in order to target the customers and increase their products’ sales.

2MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Table of Contents
Introduction................................................................................................................................3
Situation Analysis......................................................................................................................4
PESTEL Analysis...................................................................................................................4
SWOT Analysis.....................................................................................................................6
Competitor Analysis...................................................................................................................7
Stakeholder Analysis..............................................................................................................8
Problem Statement.....................................................................................................................8
Market Segmentation.................................................................................................................9
Market Positioning...................................................................................................................10
Marketing Objectives...............................................................................................................11
Financial Objectives.................................................................................................................11
Marketing Strategy and Mix....................................................................................................12
Implementation and Control....................................................................................................13
Promotion Mix.........................................................................................................................13
Conclusion................................................................................................................................13
References................................................................................................................................15

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Introduction
The story of Nexba beverages began on a sunny day at a Mexican beach, Rio Nexpa.
One of the company’s owners was enjoying his home-made ice tea and was highly inspired to
create a low calorie and natural beverage. After returning to Sydney, Drew met his
entrepreneur friend, Troy Douglas and started working with him, which resulted into a wide
range of healthier drinks. Commonly known as the Aussie boys, Troy and Drew founded
Nexba in the year 2010, with the hope of offering people with healthier alternatives. It won
the prestigious Telstra Australian Business Award, in the year 2015 for their achievements
and innovation. Their success stories grabbed the attention of Coles Supermarkets, and in
2016 they partnered with Nexba to take a step beyond tea and reinvented their soft drinks
(Nexba.com, 2018).
The purpose of this report is to formulate marketing plans and strategies for Nexba
Company. The report will throw light on the major problems and contextual analysis, which
the beverage company is currently facing in the existing markets. In addition to this, viable
solutions are being provided, which is important for the company, at large. Moreover, it is
immensely vital to identify different market segments in order to target the customers and
increase their products’ sales. Additionally, the market positioning is also crucial for allowing
the company in gaining competitive advantage in their business environment. Last but not the
least; the report also highlights the promotional mix and strategies, which the company needs
to undertake for sustaining in the competitive market of Australia.

4MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Situation Analysis
PESTEL Analysis
Figure: PESTEL Analysis
Source: Created by Author
Political Factors
 Nexba Company has
to manufacture their
products by
maintaining the rules
and regulations of
Australia, set by their
Economic Factors
 The product
distribution is equal
all throughout the
country.
 This has resulted into
increased levels of
Social Factors
 Nexba Company’s
health products are
being produced
within the country, by
maintaining their
customs and
POLITICALECONOMICSOCIALLEGAL

5MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
government.
 This allows the
company to gain mass
attention and
appreciation from its
customers.
 The country has
stricter labor laws in
order to ensure the
employees’ well
being.
 This helps Nexba to
conduct their business
in an effective and
efficient manner
(Makos, 2015).
profitability.
 Nexba Company has
taken the ever-
changing needs or
preferences of their
target consumers
under consideration.
 It helped them in
understanding the
market demands.
 The company has
been manufacturing
some health drinks,
which have increased
the customers’ heads
and attracted them to
a huge extent.
traditions.
 The products are
available within the
country and have
resulted into
increased market
demands.
 The company
understands the
customers’ trends and
thus, it helps them in
manufacturing good
health drinks, as per
the customers’ tastes
(Feys & Probert,
2015).
Technological Factors
 The company uses
latest and innovative
technologies in order
to manufacture their
products.
 It helped in
establishing
Environmental Factors
 The company has also
taken certain
environmental factors
into consideration.
 This allows them in
monitoring the
pollution level within
Legal Factors
 The company follows
the legal policies of
the country in order
to avoid legal
implications.
 This enhances their
working procedure

6MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
themselves in a
decent manner, within
the competitive
market.
 The productivity level
can be increased as
well.
 Adoption of these
innovative
technologies helped
them in decreasing
their production costs
and increasing their
output levels.
Australia.
 It also emphasizes
upon the protection of
water resources, due
to its greater usage
within the company.
 These factors enabled
the company in
maintaining their
goodwill, within the
competitive business
environment (Makos,
2015).
and thus, increases
their output level in
the market.
Figure: PESTEL Analysis Table
Source: Created by Author
SWOT Analysis
Strengths
 Nexba Company manufactures its
products in the most effective
manner, by maintaining all the
policies and guidelines of the country.
 Products are being manufactured in a
Weaknesses
 Available resources are not being
utilized in a proper manner.
 This results into decrease of the
popularity within the competitive

7MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
natural manner and in the most
authentic way.
 No sucrose ingredients are added.
 Strong advertising techniques and
campaigns.
 Loyal target consumers.
 Strong brand image helps them in
satisfying their target consumers (Bull
et al., 2016).
market.
 Competition factor.
 Strong competitors are PepsiCo,
Coca-Cola and others.
Opportunities
 Nexba Company can provide their
target customers with products, as per
their changing preferences and
choices.
 This will help in attracting more and
more consumers.
 Product diversification strategy will
allow Nexba to introduce a new range
of products or alternatives.
 Consumers will have more options.
 This will enable the company in
business expansion.
Threats
 Tough competition from established
and well-known companies.
 Power of suppliers for the competitive
companies (Li et al., 2016).
Figure: SWOT Analysis Table

8MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Source: Created by Author
Competitor Analysis
PepsiCo and Coca-Cola have been continuing their business into the markets of
Australia for several years. They are the major competitors of the Nexba Company. The
competition has resulted into the decrease in the number of loyal customers, as PepsiCo and
Coca-Cola have also introduced a range of sucrose-free beverages. Moreover, the price factor
may also affect the beverage company, as its competitors provide products at much cheaper
rates. Therefore, the company will be facing huge competition in the business market.
Stakeholder Analysis
The Nexba Company will be able to gain an understanding of their stakeholders,
which in turn will prove to be successful for the market. The beverage company’s major
stakeholders are its suppliers, who supplies raw materials for better production. It is
immensely important for the company to check whether the raw materials are being provided
at cheaper rates, or not. The company needs to emphasize upon the competitiveness of their
pricing strategies. Moreover, the customers are also the major stakeholder of the company as
they purchase the products. Their feedback is immensely important for the company’s
success, which in turn will enhance their profitability (Cross, Belic & Rudelius, 2015).
Problem Statement
Companies like PepsiCo and Coca-Cola have been continuing their business in the
Australian market for decades. They have more loyal consumers than the Nexba Company.
These companies have been continuing their business in the Australian market for years and
thus, they have studied the market in an efficient manner. Moreover, the companies have
introduced certain products, which do not contain sucrose. Therefore, they are giving direct

9MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
competition to the Nexba beverage company. In addition to this, the Nexba Company is
facing some marketing issues, as they are making certain mistakes by adopting wrong
strategies. Thus, it can be said that the major problem of the company is tough competition
faced due to its age-old competitors. Additionally, the company’s wrong adoption of
marketing strategies is also contributing to its problems (Alt, J., & Iversen, 2017). Hence, it is
immensely crucial for the company to resolve these issues, in order to gain competitive
advantages and increase attractiveness.
Market Segmentation
Market segmentation is an important process of segmenting a broader customer or
say, business market, into sub-groups on the basis of some shared characteristics.
Segmentation of the market plays an important role in increasing a company’s product
output. Nexba Company should deliver the right products to the right consumers, in order to
increase their sales to a large extent. Moreover, it is immensely important for the company to
understand the target population, their needs and demands in an effective manner, so that
their level of profitability increases. In addition to this, the demographic segmentation must
be done on the basis of several factors like, religion, age, income, population, gender and
others. This will enable the company in understanding their consumers’ changing preferences
and demands. Furthermore, the company will be able to evaluate their desires and satisfy
them in accordance with that. The segmentation should be done on the basis of their
behaviors, attitudes, purchasing behavior, psychographic attitudes, demographics and
psychological needs (Craft & Hassan, 2015).

10MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Low Quality
High Quality
Low Quality High Quality
Nexba
Company
Market Positioning
Figure: Market Positioning Graph
Source: Created by Author
Nexba Company’s purpose is to keep their products’ prices low, but products’ quality
high. It aims to provide its consumers with the best drinks or beverages available within the
market. This particular technique will enable the company in gaining a competitive advantage
and increase its sales as well. Moreover, the company will get a better position in the market,
which in turn will enhance their market penetration techniques. Adoption of these techniques
will enhance their profitability as well. Good quality products and that too, at lower rates
attract a large number of consumers (Dolnicar et al., 2014). Therefore, it can be said that the
Nexba Company will get highly benefitted through these techniques and indirectly force the
individuals to switch their favorite ones and become loyal to Nexba-products.

11MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Marketing Objectives
Nexba Company can undertake the following marketing objectives in order to yield
better outcomes;
 With the advent of digital media, marketing techniques have become a lot easier.
Therefore, the company needs to make the most of it. Utilizing the social media
platforms and that too, in an extensive manner can help yielding beneficial outcomes.
Consumers will gain a better knowledge of the company and the wide range of
products it manufactures.
 Adopting a story-telling technique will not be a bad option. Rather, it would help in
attracting the most number of heads. The company can adopt the story-telling policy
of marketing, in order to gain a better market position.
 In addition to this, Nexba can adopt a new strategy of marketing, known as influencer
marketing. This will enable the company’s leaders to deliver their message in a proper
manner, so that the customers get highly influenced.
Financial Objectives
The company’s financial objectives can be as follows;
 Firstly, Nexba needs to maintain their cash flow statements in order to control their
operational costs.
 Secondly, the company needs to increase their profitability by a significant
percentage, in between 2018-2019. This will become true only when the company
adopts the mentioned strategies of marketing and decrease their overhead expenses.
 Thirdly, short financial goals must be set up by Nexba, which will result into
improvement of the company’s operations within the given time-period.