The paper “ The Prospects of Interesting New Products Company in the Australian Flavoured Water Market" is a wonderful example of a case study on marketing. The ever-increasing competition in the Fast Moving Consumer Good market (FMCG) segment such as the flavoured water requires companies in this production line to carry out a SWOT analysis in order to know their positions in the market. This is especially true for companies such as Interesting New Products Company that plans to introduce its flavoured water products in the Australian market. As a result, the company has to carry out the SWOT analysis for the flavoured water products it plans to sell in the Australian markets. StrengthsRegarding to the flavoured water product that the company plans to import into the Australian market the strengths that the company has revolved around market-related areas, finance-related areas, operational related, research and developmental related areas as well as the human resource-related areas all aimed at ensuring that the company achieves its objectives of penetrating into the competitive flavoured water market in Australia.
For example, the high quality of the flavoured water, packaging, distribution channels, superb advertisements about the flavoured water carried youth by the company are some of its strengths.
(Wedel, 2000)WeaknessesThe weaknesses surrounding the company’ s flavoured water include factors within the organization that may hinder Interesting New Products Company from achieving its objectives of successfully penetrating into the flavoured water market in Australia. These factors include lack of modernized technology in the company to be used in preserving the drink, improper distribution channels, lack of quality packaging materials that make the company’ s products inferior, high costs of carrying out flavoured water business in Australia and inadequate inventory size. OpportunitiesThe company’ s opportunities surrounding its products are the external factors that are helpful to the company in achieving its products.
These factors include the lifestyle trends of the people in Australia where the majority of plain water consumers are shifting to flavoured water due to its low sugar content, low calories and serves as a good taste alternative. The other opportunity lies in the business and product development in the Australian market segment because the only major player in the industry is Masafi flavoured company and this leaves a big market gap that can be exploited by Interesting New Products Company. ThreatsHowever, even with the above-mentioned opportunities, the company faces several threats in its efforts to penetrate the flavoured water market in Australia.
These threats include competitor’ s intentions. This is because both the major and minor players already in the industry may have intentions aimed at preventing other companies from entering into the industry. Another threat is the seasonality effect. This is especially true as the company has to strive to establish the seasons when the flavoured water is mostly consumed by people in Australia.
In addition, legislative effects and environmental effects and regulations are other threats that the company may face in Australia. (Wedel et al, 2000)Positioning strategiesBeing a new company in the flavour water industry Interesting New Products Company will have to strategically position itself in the market so as to gain its competitive position in the market. As a source of sustainable competitive advantage, the company will need to develop strong flavoured water brands. It will also need to deliver on the brand's promise by building a brand position.
The company will also need to give it's brand a character and a personality that can be valued by the customers. Using well-positioned brands the company will need to build strong customer relationships as well as building a brand culture within the company itself.