英语MBA案例分析报告.docx
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英语MBA案例分析报告
MBA案例分析报告
课程名称商务英语
任课教师
题目Marketing
学员
提交日期
PARTⅠ.WhoisZUMO?
Zumo,isproducedbyZumospa,afoodanddrinkscompanybasedinValencia,Spain.Zumoisaleadingsportsdrinkbrandoriginalinspainwithahistoryover30years;
TheformulaiszumocanbetracedbacktotheRomanoccupationofEurope,whenownerstomaketheirgladiatorcankeepwinning,askAlchemydivisioninventedcanenhancephysicalstrengthformula,andthenafterseveralcenturyformulaofexperimentandimprovement,andfinallyformedtoday,founderofthecompanywasMrWattistheformulaoftheowner,30yearsago,andhefoundedthecompany,intheoriginalformulabasedonimproved,heinventedthevarioustastedrink,zumoispurenaturalplantextract,andjoinvariousvitamin,nosideeffects,canalleviatefatigue,addedbodythatintensemovementofconsumption,lowsugarnutrients,nosideeffects.
Thefantasticformulaofzumohelpsaltheletesrenewtheirperformanceonthecourt;
ZumoisjustavailableinEuropemarket;
PARTⅡ.WhatZUMOhasDONEinpast30years?
Zumofocusandrootsitscorebusinessinsportsdrinkmarket;
Zumonowtakesmorethan30%marketshareinsportsdrinksindustryinspainandmoreandmoreconsumersarecatchedbyit;
Zumobuiltgoodrelationwithsportsassiationsinspainandmanysponsorshipscontractareexclutive;
Zumohasachievedagoodbusinessrecordinpast5yearsandnowtheannualrevennueofthecompanyisoverc30m
PartⅢ.wheredoeszumowanttogo?
FirstintotheEuropeanmarketandnorthAmericamarket,thentobeaglobalbrand,SpainalsobelongtoapartofEurope,sowethinkthatEuropeandtheUnitedStatesconsumersshouldbeacceptthisdrinkmore,Soweputoutwardexpansionplaninthistwoarea
Toenergytheworld;
Wehopethatallpeopleintheworldcandrinktooursportsdrinks,Forpeoplewithhealthandmeaningofenergytheworld.
Anewcommercialslogan-everyonewholovessportswholoveszumo;Zumoissportsdrinks,wemainlyattractpeoplewholovesports,regardlessofage,wemustletthepeoplelovesportwhenneedtobuydrinkswillrememberzumo。
Toachieveabiggerbusinesssuccessbyaseriesofmarketingactivities(energytheworld)totripletherevenueinnext3yearsandtobelistedtops5sportsbeveragesuppliersintheworld
partⅣ.Analyzesthecurrentmarketingenvironmentcondition
Thefunctiondrinkisrefersjoinscertainfunctionfactorinthedrink,enableitwhilewhichrelievesthirsttohaveadjustmenthealthcarefunctionandsoonorganismfunction,enhancementimmunitydrink.Atpresentinthemarketfunctiondrinkapproximatelymaydivideinto3kinds,movementdrink,energydrinkandhealthcaredrink.
Inrecentyears,theworldwidebasisenvironmentqualitydropandthepeoplelivethepressureincrease,causesthehumanwhoisattheAsianhealthyconditiontoincreasedayafterthesametime,alongwithlivingstandardunceasingenhancement,thepeoplealsomoreandmorepaygreatattentiontopersonallythehealthyquestion.Alongwithpeoplehealthconsciousnessenhancement,thepeoplehavestartedtochoosethehealthgraduallyfood,thedrinks,thecarbonicacidclassdrinksince2008,themarketshareglidesdown,nowthefruitpunchcrestofwavejustisabundant,stillhasthedevelopmentpotentialtobepossibletodig,butthefunctiondrinktookthenewdrinks,therisespaceisbiggest,atpresentbesidesminoritybigbrandfunctiondrink,butalsosomemanyfunctiondrinkregardlessoffrombrandimage,marketingtechnique,theterminalsaleaspectallurgentlyawaitstopromote.
partⅤ、Marketingfacts
1、Launchedinthemid-1980s.Positionedasanenergyproductforfitness-consciouspeople,especiallysportsmenandwomen,betweentheagesof20and45.
2、Distributedmainlythroughgrocerystores,conveniencestoresandsupermarkets.Alsothroughsportsclubs.Additionally,salesaregeneratedthroughcontractswithprofessionalleagues,suchasfootball,golfandtennisassociations.
3、Press,TVandradioadvertisingisbackedupbyendorsementcontractswithfamousEuropeanfootballersandtennisstars.
4、Zumoisofferedinfourflavoursanditspriceisinthemediumrange.
partⅥ.whatistheactionplanforzumotoachievethetarget?
1.Swotanylysis;
(1)Superiority:
§GOODBRANDIMAGE;
§APROVENBENEFITFORALTHELETSPERFORMANCE
§SPECIALANDUNIQUEFOMULA;
§GOODBUSINESSPERFORMANCE;
§GOODRELATIONWITHSPAINNATIONALSPORTSASSOCIATIONS;
(2)Weckness:
§NOGLOBALMARKETEXPERIENCE;
§FOCUSINASEMILARMARKET;
§THEBUSINESSSCALEISSMALLCOMP.TOCOMPETITORS;
(3)Opportunity:
§THEBRANDINFLUENCELIMITEDINEUROPE;
§THEPRODUCTIONISLIMITEDBYARAREAFRICAPLANT;
§ASINGLEPRODUCTLINE;
(4)Threaten:
§STRONGCOMPEPITORS;
§AOBVIOUSLOCATIONCHARACTERISTICSINBEVERAGEMARKET;
§TOOTIGHTCOMBINATIONWOTHSPORTSACTIVITIES;
2、3-marketstrategy(devolopedcountries/devolopingcountriesandemergingmarket);
(1)Clarifytheconsumergroupbyage/income/thedepthinvolvedinsportsandthepowerinfluenceothers
(2)Marketfeature(tax/legalsurrounding/religionbelieveetc.);
(3)Consumerfeature(tasteprefer/lifestyleandsportsitemsprefer);
(4)Distributechannelbuilding
3、Marketsegmentcatchingstrategy;
(1)Advertisementmethodchoosing
Wewillchoosethemainstreammediaadvertisingandpromotion.
(2)Powerpersonschoosing
Wewillchooseinfluentiallocalsportsstarsandartistsasendorsements.
(3)Differenttaste/packagesupplystrategy
Wewillproducedifferenttaste,differentpackagingdrinkstosatisfycustomersofdifferentageanddifferenttaste.
(4)Terminalsalespointschoosing
Terminalsalesinthesupermarketwherepersonflowislargeasthemainstreamofchoice。
strategy
(1)Differentpriceindifferentmarket;
Pricingaccordingtothedifferentneedsofarearesidentsincomeandconsumptionhabitstodetermine.
(2)Enoughprofitfordistributors;
Whenweintoanewmarket,toensureenoughprofitfordistributorstomobilizetheirenthusiasm,sowecanoccupythemarketassoonaspossible.
(3)Musthaveapromotionpossibility;
ForexampleLuckydraw、discount、gift。
(4)Thepricemustmatchtheproductpositioning;
Inaccordingtothelocationoftheconsumptiondemandalsoshouldconsiderproductofbrandvalue,cannotblindlylowprice。
(5)Thepricingprocessmustcoverthefeedbackfromcompetitors;
Thepriceshouldaccordingtomarketfeedbackmakesmalladjustments,toensureenoughcompetitiveadvantage.
channelbuilding(plantslocationchoseincluded);
(1)Cost-savingprinciple(lesslogisticscycle/producelocalism/lessdistributionphase);
Asfaraspossibletoreducelogisticscycle,forproductionlocalization,asfaraspossibletoreduceproductionsaleslevels.inthiswaycaneffectivelycontrolcosts,ensurethequalityofproducts
(2)Businesspartnerschoosing(businessscale/industryexperience/brandimageandowedchannelbuildingsituation);
WechooseourBusinesspartners,mustbeconsidertheirbusinessscale,popularity,industrycredit,brandimage,andestablishourownsaleschannels
(3)D-supplystrategyforkeyaccounts;
Direct-supplystrategyforkeyaccountswhichhasthestrengthandgoodbrandimage,canincreasetheirprofit,tolaythefoundationforlong-termcooperation.
(4)Mix-channelstrategy;
Ourchannelisnotasingle,buttobuildhybridchanneltocontroltherisk.
cycleuse(people/evnet);
(1)Enlargeandgodeeperinsportsdrinksmarketviasponsoringfamousathletesandinfluencesportsevents;
(2)Informalconnectionwithconsumersespeciallywithpotentialyouth;
(3)TobuildatightconnectionbetweenZUMOandagoodsportsperformance
promotionstrategyinnewmarket;
(1)Advertisementreleaseinmainsportsmediatobuildacorecustomercycle;
(2)Tosponsortopathletes(10)toenlargemarketinfluencerapidly;
(3)Postandbrandexposuretoolisavailableinallsalespoints;
(4)MoreexposureforZUMOwithsportsmanandsportsevents;
(5)Thepromotionto-gain-benefitforcustomersisplus(lotto/free-drinkect.)
partⅦ.theactionofconcretecourse
(1)firstneedstobeclearaboutthebrandlocalization,usestheenterpriselimitedresourcescentralisminsomemarketdomain.
(2)seeksvariationthecompetitionstrategy,throughtotheproductanalysisandtoexpendsthedemandthemarketsegmentation,makeshasthecharacteristicproducttoentersuitsownsegmentationmarket.
(3)looksfortheaccurateproductthegoalmarket,doessuitsgoalexpensecommunitydemandtheproduct
(4)productterminalsalemethodbasisdifferentproductcategorytoinnovateunceasingly
partⅧ.Theplansummarizes
Weaccordingtothedifferentmarket,inconductingmarketresearchonresearchdataanalysistodeterminethemarketingplan,forexample,intheusmarket,Americanincomeishigher,wewillwithhigh-endandtheproductasamajorinsalesvarieties,andamericanspayattentiontolowquantityofheatlowsugarahealthdrink.Sointhe.marketshouldbeimprovedtoformula,intheUnitedStates,thespokespersontoinviteNBAstarorfootball,baseballstar,becauseamericanslovethissports,soinvitedthestarendorsementwillreceiveverygoodeffect,andintheEuropeanmarket,caninvitetennis,billiards,football,especiallyfootballstarshouldbebesteffect.
Inadditiontoinvitestarendorsementoutside,weneedtoactivelysupportthelocalsportsevent,enlargebrandawareness,IntheUnitedStatesisthebiggestsportseventNBAleagueandbaseballprofessionalleague,InEurope'smostinfluentialeventisEuropeanCupandtennisopen.
Inadditiontothepositiveadvertisingmarketing,weneedadetailedanalysisoftheinsidethem