In Assessment 1, you produced a market analysis on the non-alcoholic drinks industry. You evaluated the macro-environmental forces impacting the ind

Purpose

In Assessment 1, you produced a market analysis on the non-alcoholic drinks industry. You evaluated the macro-environmental forces impacting the industry. Now it is your time as a marketing consultant to offer recommendations to a specific player within the industry to help them deliver value to that segment.

Task

Choose one non-alcoholic drinks company in Australia (this can be a chain or an independent company) and present a marketing analysis and marketing mix toolkit to help the company succeed in the next five years. It is up to you to choose a real life company. There is no need to contact this company. All the information gathered on them can be collected from their website and industry articles.

Overview of the non-alcoholic drinks industry

The non-alcoholic drinks industry has been particularly successful in Australia, with various food products available in supermarkets, health food stores and other retailers.The industry has seen strong growth in recent years, with more and more consumers looking for healthier and more natural food options. This has increased the number of stores and retailers offering organic, sustainable, healthy products. The non-alcoholic drinks industry is expected to grow in the coming years, driven by an increasing focus on health, sustainability and natural ingredients. The industry will also likely benefit from developing new technologies and products and emerging new health food trends (Martin 2022, p. 1).

Structure of report:(You must follow this format exactly, including numbering)

Title pageof your choice (not included in the word limit).

Table of contents(not included in the word limit): A list of information in the report with page numbers, plus a list of any images, diagrams and charts etc.

Executive summary(approx. 100 wordsbut not included in the total word counts):Overview of the report, including identification of the market being analysed and a summary of the market analysis. It should explain the reports key findings without the reader needing to read anything else. Do not show detail or references.

Introduction(approx. 100-150 words):Definition of the industry. Brief background to the company you have chosen (market share, where it operates, current products/service offerings etc.). Purpose of the report and what it will include (structure).

Summary of market analysis(approx. 200 wordsbutnot included in the word limit):What are the key areas of the PESTEL that most affect the industry? Note: use the feedback received from Assessmnet 1 to re-write this section.

Segmentation analysis(approx. 200-250 words):Identify, describe and evaluate the segments that exist in the industry. Your evaluation should cover: What size are the segments? Are they growing/shrinking? Do they favourably/unfavourably link to any PESTEL trends?

Recommendations(approx. 150-200 words):Based on your analysis, identify the most attractive segment(s) for an industry player to focus on in the future.

Marketing mix(approx. 750 words):

Product strategy:Offer a new product, service or branding strategy suited to your target segment that your company could realistically offer. Consider the core, actual and augmented product levels. Justify your choice from academic and practitioner literature.

Pricing strategy:Offer a new pricing strategy suited to your target segment that your company could realistically offer. Justify your choice from academic and practitioner literature.

Promotion strategy:Offer a new promotion strategy suited to your target segment that your company could realistically offer. Consider a mix of traditional and digital marketing, making sure it is relevant to your segment. Justify your choice from academic and practitioner literature.

Place strategy:Offer a new place strategy suited to your target segment that your company could realistically offer. Think about supply chain, logistics functions, channel organisation, online and/or offline retailing and shopper marketing. Justify your choice from academic and practitioner literature.

Conclusion(approx. 100 words):Recap the report's purpose, what it included and state your key findings/recommendations.

Reference list:(not included in the word limit).

Appendices:(not included in the word limit).

Research and referencingAll these topics are part of the learning materials provided on the LMS site.

You must expand your knowledge with additional research and reading (e.g. by using relevant academic papers and textbook in support to each section of the report).

The sources of information used to compile your report must be clearly stated, with appropriate in-text referencing (Harvard style). There is no minimum number of academic references to use.However, as you will see in the marking rubric, you can only pass if you support and strengthen your points with research. Hence, references need to be used throughout your report.

Resources and readings relevant to the assessment

You should use the feedback received from your tutor to improve and now add to this assessment.