Napier University Business School

International Marketing
MKT 09101
Assessment 1: Bionade Development
Words: 2596

Table of contents

Introduction…………………………………………………………………………………………………….3
I- Description of the Company Bionade……….…..………………………………………………3
II- Environmental analysis…….……………………………………………..……………………………4 II-a) Market trends……..…………………………………………………………………………………..4 II-b) Customer analysis…………………………………………………………………………………...4 II-c) Competitors analysis (Porter 5 forces)..……………………………………………………5 II-d) Current position of Bionade (SWOT)..……………………………………………………10
III- Strategic concerns…….………………………………...…..………………….……………………11
III-a) ANSOFF Matrix….………………………………………………………………………………...11 III-b) PESTL analysis.….…………….…………………………………………………………………..11 III-c) United Kingdom Market entry strategy..….……………………………………….….12
III-d) United States market entry strategy………………….…………………………….…..13 Deductions & Conclusion………………………………………………………………………………..13

References..……………………….………………………………………………………………………….15

Introduction:
In this beginning of the 21th century, consumers must face millions of brands throughout their country and also throughout the world. In this struggle between the brands to gain market shares and to be a global recognized brand, each one of them wants to act at the best to satisfy the consumers’ needs using different strategies and tools. In this study, we will analyze the case of the brand Bionade which produces a non-alcoholic organic drink. Our mission will be to analyze the current situation of Bionade and then to determine the strategic choices which will help us to establish the brand onto the US market and also to take Bionade forward on a global scale.

How Bionade is born and how did it evolve?
In the 1980s, the mature German beer market is in decline due to the emergence of trendy, lifestyle-softdrinks and alcoholic mixed drinks. Small breweries such as the Bavarian Peter Brauerei were suffering from this development. In