英语MBA案例分析报告完整版.docx

英语MBA案例分析报告完整版.docx

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英语MBA案例分析报告完整版

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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，Forpeoplewithhealthandvitality.itsmeaningofenergytheworld.

Anewcommercialslogan-everyonewholovessportswholoveszumo;Zumoissportsdrinks,wemainlyattractpeoplewholovesports,regardlessofage,wemustletthepeoplelovesportwhenneedtobuydrinkswillrememberzumo。

Toachieveabiggerbusinesssuccessbyaseriesofmarketingactivities（energytheworld）totripletherevenueinnext3yearsandtobelistedtops5sportsbeveragesuppliersintheworld

partⅣ.Analyzesthecurrentmarketingenvironmentcondition

Thefunctiondrinkisrefersjoinscertainfunctionfactorinthedrink,enableitwhilewhichrelievesthirsttohaveadjustmenthealthcarefunctionandsoonorganismfunction,enhancementimmunitydrink.Atpresentinthemarketfunctiondrinkapproximatelymaydivideinto3kinds,movementdrink,energydrinkandhealthcaredrink.

Inrecentyears,theworldwidebasisenvironmentqualitydropandthepeoplelivethepressureincrease,causesthehumanwhoisattheAsianhealthyconditiontoincreasedayafterday.Atthesametime,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。

4.Pricestrategy

（1）Differentpriceindifferentmarket;

Pricingaccordingtothedifferentneedsofarearesidentsincomeandconsumptionhabitstodetermine.

（2）Enoughprofitfordistributors;

Whenweintoanewmarket,toensureenoughprofitfordistributorstomobilizetheirenthusiasm,sowecanoccupythemarketassoonaspossible.

（3）Musthaveapromotionpossibility;

ForexampleLuckydraw、discount、gift。

（4）Thepricemustmatchtheproductpositioning;

Inaccordingtothelocationoftheconsumptiondemandalsoshouldconsiderproductofbrandvalue,cannotblindlylowprice。

（5）Thepricingprocessmustcoverthefeedbackfromcompetitors;

Thepriceshouldaccordingtomarketfeedbackmakesmalladjustments，toensureenoughcompetitiveadvantage.

5.Distributechannelbuilding（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.

6.Effectcycleuse（people/evnet）;

（1）Enlargeandgodeeperinsportsdrinksmarketviasponsoringfamousathletesandinfluencesportsevents;

（2）Informalconnectionwithconsumersespeciallywithpotentialyouth;

（3）TobuildatightconnectionbetweenZUMOandagoodsportsperformance

7.Aggressivepromotionstrategyinnewmarket;

（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.SointheU.S.marketshouldbeimprovedtoformula,intheUnitedStates,thespokespersontoinviteNBAstarorfootball,baseballstar,becauseamericanslovethissports,soinvitedthestarendorsementwillreceiveverygoodeffect,andintheEuropeanmarket,caninvitetennis,billiards,football,especiallyfootballstarshouldbebesteffect.

Inadditiontoinvitestarendorsementoutside,weneedtoactivelysupportthelocalsportsevent,enlargebrandawareness,IntheUnitedStatesisthebiggestsportseventNBAleagueandbaseballprofessionalleague,InEurope'smostinfluentialeventisEuropean