Market Analysis of the Non-Alcoholic Drink Industry in Australia
Purpose
As a marketer, your ability to analyse the market for a firm forms the foundation of your marketing actions. This assessment is an opportunity for you to practice these analysis skills.
Task
Imagine you are working as an Assistant Marketing Consultant. As part of your role, you have been asked to research the non-alcoholic drink industry in Australia and to produce a market analysis report.
Overview of the non-alcoholic drink industry
The non-alcoholic drink sector has been particularly successful in Australia, with various products available in supermarkets, liquor stores and online retailers.
The most popular products include soft drinks, energy drinks, milk drinks and increasingly also includes non-alcoholic beers & wines.
The industry has seen steady growth in recent years, with more and more consumers looking for healthier and more natural options. This has increased the number of stores and online retailers offering sustainable, healthy products. The non-alcoholic drink 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 trends (Martin 2022, p. 1).
Instructions
As a marketing consultant, your task is to analyse the industry’s macro-environment and highlight the industry’s opportunities and threats in the next five years.
An IBIS World report may be available that will help you gather relevant research into this industry:
Go to the La Trobe Library website, select databases, ‘I’ for IBIS, and select IBIS World. Search and download the IBIS industry report.
Other database reports from the Latrobe library may be used. For example, "Marketline Advantage" reports.
The goal is that you access quality data sources. Do not do google searches. Such searches are not verified. Google Scholar may be OK.
Please note that you must follow the structure of the report with headings and numbering EXACTLY as shown below. Your report should be 1.5 line spaced and font size 12.
Avoid using pronouns such as "I". Rather, say something like "This report ...".
Definitely don't say "we" as this is an individual report.
Reports are NOT essays.
Please use appropriate additional sub-headings, paragraphs and dot points/numbering.
Structure of report:
Title Page (not included in word limit)
Executive summary (approx. 100-150 words): Overview of the report, including identification of the market being analysed and a summary of the market analysis. It should explain the report’s key findings without the reader needing to read anything else. Do not show detail or references.
Table of contents (not included in the word limit): A list of sections in the report with page numbers, plus a list of any images, diagrams, charts etc.
- Introduction (approx. 100-150 words): Definition of the industry and the major players. State the purpose of the report (what it's about) and the structure (how you will present your report).
- Macroenvironment analysis (approx. 700-800 words): What PESTEL factors are affecting the industry in the next five years and how?
- Conclusions (approx. 100-150 words): Number these. Explain how the purpose has been answered. What you did and your key findings.
- Reference list: In alphabetical order (not included in the word limit). You must also have in-text references that correspond to your reference list.
Research and referencing
All 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 the textbook in support of each section of the report).
The sources of information used to compile your report must be clearly stated, with appropriate in-text referencing (Harvard or APA 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.
Assessment criteria
You will be assessed using the Assessment 1 Marking Rubric.
Are you struggling to keep up with the demands of your academic journey? Don't worry, we've got your back! Exam Question Bank is your trusted partner in achieving academic excellence for all kind of technical and non-technical subjects. Our comprehensive range of academic services is designed to cater to students at every level. Whether you're a high school student, a college undergraduate, or pursuing advanced studies, we have the expertise and resources to support you.
To connect with expert and ask your query click here Exam Question Bank
