The development of an international marketing strategy for ZEVIA on the Soft-Drink market in Germany

Table of Contents

• Introduction
• Theoretical Framework
  • International Marketing
  • Entering a Foreign Market
  • Relevance for Zevia
  • Description of the problem/task
• Company Profile
  • Company Overview
  • The Brand and the Product
  • Core Consumer
  • Competitive Advantage
  • Price
  • Placement
  • Promotion
• Macro Environment (PESTLE Analysis)
  • Political Factors
  • Economic Factors
  • Socio-economic Factors
  • Technological Factors
  • Legal Factor
  • Environmental Factor
• Micro Environment
  • Stevia as an alternative sweetener
  • Stevia as a possible solution to obesity
  • Global growth for stevia products due to its functionality in weight management
  • Global Market growth for Stevia as a sweetener in Soft Drinks
  • Soft Drink Market Development in Germany
  • Increasing Demand of health and wellness products in Germany
  • Trends on the German soft drink market
  • Market specifications of the German soft drink market
  • Recent Beverage Market Developments in Germany
  • Competition
  • SWOT Analysis - Examining the market and company features
• Exploratory Research
  • Instruments
  • Piloting
  • Sample and participants
  • Ethics
  • Overall Results
• Conclusion
  • VMarket implications
  • Suggestions for Marketing Mix elements
  • Limitations and Final Recommendations

Objectives and Key Themes

This thesis aims to develop an international marketing strategy for Zevia, a stevia-sweetened beverage brand, in the German soft drink market. It utilizes a comprehensive market analysis, including PESTLE and SWOT analyses, to identify key opportunities and challenges for Zevia's expansion. The research also explores consumer preferences and perceptions of stevia-sweetened beverages in Germany through an exploratory survey.

• Analyzing the German soft drink market and its consumer preferences
• Evaluating the potential of stevia-sweetened beverages in Germany
• Developing a comprehensive international marketing strategy for Zevia in Germany
• Identifying key marketing mix elements for successful market entry
• Assessing the feasibility and impact of Zevia's entry into the German market

Chapter Summaries

The thesis begins with an introduction that sets the stage for the research by outlining the problem and the goals of the thesis. The theoretical framework section provides a foundation for the study, exploring key concepts in international marketing and market entry strategies. The company profile chapter delves into Zevia's brand, product, core consumer, competitive advantage, and marketing mix elements. The macro environment section examines the political, economic, socio-economic, technological, legal, and environmental factors impacting the German soft drink market. The micro environment chapter explores the specific market dynamics and competitive landscape within Germany, focusing on the growing demand for healthy and wellness products and the emerging trend of stevia-sweetened beverages. The exploratory research section presents the findings of the survey conducted to understand consumer preferences and perceptions of stevia-sweetened beverages in Germany. The conclusion summarizes the key findings, provides recommendations for Zevia's marketing mix, and discusses potential limitations and future research opportunities.

Keywords

International marketing, market entry strategy, soft drink market, Germany, Zevia, stevia, alternative sweetener, healthy beverages, consumer preferences, market analysis, PESTLE analysis, SWOT analysis, exploratory research, marketing mix, product, price, place, promotion.