The paper “ Green Fit Nutritional Drink’ s Market Situation, SWOT Analysis, Objectives, Target Market, Marketing Strategy, Action Program" is a persuading example of a case study on marketing. Increased concern towards health has made organizations look towards manufacturing products that are health conscious and help people to fight their biggest fear i. e. obesity. Green Fit Nutritional Drink is an energy drink in that direction which will help the people drinking the brand to enhance their energy. At the same time, the dring has been made in such a way that it will help to improve the nutritional content and help to deal with sugar craving (Green Fit, 2011).
Since the drink is rich in nutritional content and helps the user get the required energy which egg, fruits or pulses provides it will act as a help to mankind and will help people to develop their nutritional system. Purpose of the Report To identify the current situation of the drink market To conduct a SWOT analysis for Green Fit Nutritional Drink and identify the target market To identify the marketing strategy of Green Fit Nutritional Drink and identifying an action plan which will help the product to be successful and easily accepted to the public. Current Market SituationThe market size of health-conscious drinks is on a rise and more than 50% of the population looks towards healthy food or drink of some sort.
Australia on this front provides an avenue due to the population which is changing and has increased concern towards it. The market for health care drink is compounded to grow annually. The market size provides an exemplary example for the growth and this is further substantiated from the life cycle chart. The health care drink industry is in the growth phase which has resulted in increased growth for the products.
This is witnessed through the life cycle graph below which shows growth for this segment (Wee, 2008). The widespread growth that the health care products provide especially in Australia makes the market very prone towards growth and will ensure that industry provides an adequate return to the players (Czinkota & Ronkainen, 2004). The health care drink industry is growing at a rapid pace and the manner in which the industry is posing healthy growth rates speaks the manner the organization working in this field is bound to grow.
It was estimated that the market based on value is around 1739.9 million which is bound to reach 3,687.5 in 2012 (Laishram, 2006). This further highlights the growing opportunity being presented by the industry and if organizations are able to develop and work towards accomplishing the task will be able to ensure that they get a good chunk of the market and fetch higher growth rates as the industry is moving fast.
Thus, the market provides wide opportunities and organization that is able to understand and deal with it will be able to ensure better development and will be able to cater to a wider market. The situational analysis thereby helps to understand the manner in which Green Fit Nutritional Drink will be able to evaluate the actual market scenario and gauge the manner in which the other players are performing. This will help Green Fit Nutritional Drink to take a stand and look towards developing a mechanism that will help them to grow their business and will provide the required leverage that will help them to grow their business.