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the greater availability of affordable with the high value of the Australian dollar - the marketing by popular TV lifestyle programmes. Economy These factors include the level of economicgrowth in the country and in the industry, tax rates andcurrency exchange rates, interest rates, labor costs andothers. The global economic and financial crisis of 2007 –2009 is a relevant example of an economic factor that greatlyimpacted the majority of businesses around the globe.However, the crisis has impacted Sappe to a lesser extentcompared to many other businesses.Political Sappe is impacted by a set of politicalfactors, both, in the Thailand and abroad. These include, butnot limited to the level of political stability in the country,impact of international pressure groups and domestic marketlobbying groups and the government attitude towards theindustry and the company.Economy The pursuit of healthy lifestyle and increasing level of consumer health concerns towards obesity fuelled by sugar and carbonated drinks can be specified as the most important social change that has direct and significant effect on Sappe performance. Specifically, as it is illustrated in Figure 2 below, the amount of soft drinks consumption in the Thailand has experienced a steady decline during the past 15 years, at the same time when the
level of consumption of bottled water and the sports drinks has increased substantially.SWOT analysis Strengths - Innovations products- Strong marketing strategy - Excellent online marketing- Retail space that is bright, functional and engaging to customers- High customer loyalty among repeat customersWeaknesses- A limited marketing budget to develop brand awareness- The struggle to continually manage cash flow and profitability due to: high marginal costs and expenses ,repayment plans taken out byour customers. Opportunities -A growing market in a high growth area with a significant percentage ofthe target market still not aware of Sappe value proposition. - Increasing sales opportunities outside -Growing opportunity for online salesThreats -Low-cost competition- Competition from national chains moving into the Brisbane market, potentially through online sales. -A possible slump in the economy reducing customer'sdisposable income spent on outdoor lifestyles. .Competition The competitor copy company product International brand competitor from China or Japan Local competition : - Creating more marketing activities - Engage more online marketing activities-Organize promotion market priceProduct/service offering In the early stages of production, we had a small marketing budget. We knew we had a long way to go before we could become a well-recognized brand, so we focused on every single detail of the production process. We wanted all our products to be known for their quality, knowing that quality will market itself. “SAPPE Beauti Drink” proved itself as
consumers became happy with the results. We started to get repeat customers and the benefits of the drink quickly spread by word of mouth. For us, in order to produce a quality