英語MBA案例分析報(bào)告

1、MBA事例分析報(bào)告課程名稱商務(wù)英語任課教師題目Marketing學(xué)員提交日期PART.WhoisZUMO?Zumo,isproducedbyZumospa,afoodanddrinkscompanybasedinValencia,Spain.Zumoisaleadingsportsdrinkbrandoriginalinspainwithahistoryover30years;TheformulaiszumocanbetracedbacktotheRomanoccupationofEurope,whenownerstomaketheirgladiatorcankeepwinning,askAl

2、chemydivisioninventedcanenhancephysicalstrengthformula,andthenafterseveralcenturyformulaofexperimentandimprovement,andfinallyformedtoday,founderofthecompanywasMrWattistheformulaoftheowner,30yearsago,andhefoundedthecompany,intheoriginalformulabasedonimproved,heinventedthevarioustastedrink,zumoispuren

3、aturalplantextract,andjoinvariousvitamin,nosideeffects,canalleviatefatigue,addedbodythatintensemovementofconsumption,lowsugarnutrients,nosideeffects.Thefantasticformulaofzumohelpsaltheletesrenewtheirperformanceonthecourt;ZumoisjustavailableinEuropemarket;PART.WhatZUMOhasDONEinpast30years?Zumofocusan

4、drootsitscorebusinessinsportsdrinkmarket;Zumonowtakesmorethan30%marketshareinsportsdrinksindustryinspainandmoreandmoreconsumersarecatchedbyit;Zumobuiltgoodrelationwithsportsassiationsinspainandmanysponsorshipscontractareexclutive;Zumohasachievedagoodbusinessrecordinpast5yearsandnowtheannualrevennueo

5、fthecompanyisoverc30mPart.wheredoeszumowanttogo?FirstintotheEuropeanmarketandnorthAmericamarket,thentobeaglobalbrand，SpainalsobelongtoapartofEurope,sowethinkthatEuropeandtheUnitedStatesconsumersshouldbeacceptthisdrinkmore，SoweputoutwardexpansionplaninthistwoareaToenergytheworld;Wehopethatallpeoplein

6、theworldcandrinktooursportsdrinks，F(xiàn)orpeoplewithhealthandvitality.itsmeaningofenergytheworld.Anewcommercialslogan-everyonewholovessportswholoveszumo;Zumoissportsdrinks,wemainlyattractpeoplewholovesports,regardlessofage,wemustletthepeoplelovesportwhenneedtobuydrinkswillrememberzumo。Toachieveabiggerbus

7、inesssuccessbyaseriesofmarketingactivities(energytheworld)totripletherevenueinnext3yearsandtobelistedtops5sportsbeveragesuppliersintheworldpart.AnalyzesthecurrentmarketingenvironmentconditionThefunctiondrinkisrefersjoinscertainfunctionfactorinthedrink,enableitwhilewhichrelievesthirsttohaveadjustment

8、healthcarefunctionandsoonorganismfunction,enhancementimmunitydrink.Atpresentinthemarketfunctiondrinkapproximatelymaydivideinto3kinds,movementdrink,energydrinkandhealthcaredrink.Inrecentyears,theworldwidebasisenvironmentqualitydropandthepeoplelivethepressureincrease,causesthehumanwhoisattheAsianhealt

9、hyconditiontoincreasedayafterday.Atthesametime,alongwithlivingstandardunceasingenhancement,thepeoplealsomoreandmorepaygreatattentiontopersonallythehealthyquestion.Alongwithpeoplehealthconsciousnessenhancement,thepeoplehavestartedtochoosethehealthgraduallyfood,thedrinks,thecarbonicacidclassdrinksince

10、2008,themarketshareglidesdown,nowthefruitpunchcrestofwavejustisabundant,stillhasthedevelopmentpotentialtobepossibletodig,butthefunctiondrinktookthenewdrinks,therisespaceisbiggest,atpresentbesidesminoritybigbrandfunctiondrink,butalsosomemanyfunctiondrinkregardlessoffrombrandimage,marketingtechnique,t

11、heterminalsaleaspectallurgentlyawaitstopromote.part、Marketingfacts1、Launchedinthemid-1980s.Positionedasanenergyproductforfitness-consciouspeople,especiallysportsmenandwomen,betweentheagesof20and45.2、Distributedmainlythroughgrocerystores,conveniencestoresandsupermarkets.Alsothroughsportsclubs.Additio

12、nally,salesaregeneratedthroughcontractswithprofessionalleagues,suchasfootball,golfandtennisassociations.3、Press,TVandradioadvertisingisbackedupbyendorsementcontractswithfamousEuropeanfootballersandtennisstars.4、Zumoisofferedinfourflavoursanditspriceisinthemediumrange.part.whatistheactionplanforzumot

13、oachievethetarget?1.Swotanylysis;（1）Superiority：GOODBRANDIMAGE;APROVENBENEFITFORALTHELETSPERFORMANCESPECIALANDUNIQUEFOMULA;GOODBUSINESSPERFORMANCE;GOODRELATIONWITHSPAINNATIONALSPORTSASSOCIATIONS;（2）Weckness:NOGLOBALMARKETEXPERIENCE;FOCUSINASEMILARMARKET;THEBUSINESSSCALEISSMALLCOMP.TOCOMPETITORS;（3）O

14、pportunity:THEBRANDINFLUENCELIMITEDINEUROPE;THEPRODUCTIONISLIMITEDBYARAREAFRICAPLANT;ASINGLEPRODUCTLINE;（4）Threaten:STRONGCOMPEPITORS;AOBVIOUSLOCATIONCHARACTERISTICSINBEVERAGEMARKET;TOOTIGHTCOMBINATIONWOTHSPORTSACTIVITIES;2、3-marketstrategy(devolopedcountries/devolopingcountriesandemergingmarket);（1

15、）Clarifytheconsumergroupbyage/income/thedepthinvolvedinsportsandthepowerinfluenceothers（2）Marketfeature(tax/legalsurrounding/religionbelieveetc.);（3）Consumerfeature(tasteprefer/lifestyleandsportsitemsprefer);（4）Distributechannelbuilding3、Marketsegmentcatchingstrategy;（1）AdvertisementmethodchoosingWe

16、willchoosethemainstreammediaadvertisingandpromotion.（2）PowerpersonschoosingWewillchooseinfluentiallocalsportsstarsandartistsasendorsements.（3）Differenttaste/packagesupplystrategyWewillproducedifferenttaste,differentpackagingdrinkstosatisfycustomersofdifferentageanddifferenttaste.（4）Terminalsalespoin

17、tschoosingTerminalsalesinthesupermarketwherepersonflowislargeasthemainstreamofchoice。4.Pricestrategy（1）Differentpriceindifferentmarket;Pricingaccordingtothedifferentneedsofarearesidentsincomeandconsumptionhabitstodetermine.（2）Enoughprofitfordistributors;Whenweintoanewmarket,toensureenoughprofitfordi

18、stributorstomobilizetheirenthusiasm,sowecanoccupythemarketassoonaspossible.（3）Musthaveapromotionpossibility;ForexampleLuckydraw、discount、gift。（4）Thepricemustmatchtheproductpositioning;Inaccordingtothelocationoftheconsumptiondemandalsoshouldconsiderproductofbrandvalue,cannotblindlylowprice。（5）Thepric

19、ingprocessmustcoverthefeedbackfromcompetitors;Thepriceshouldaccordingtomarketfeedbackmakesmalladjustments，toensureenoughcompetitiveadvantage.5.Distributechannelbuilding(plantslocationchoseincluded);（1）Cost-savingprinciple(lesslogisticscycle/producelocalism/lessdistributionphase);Asfaraspossibletored

20、ucelogisticscycle,forproductionlocalization,hiswaycaneffectivelycontrolcosts,ensurethequalityofproducts（2）Businesspartnerschoosing(businessscale/industryexperience/brandimageandowedchannelbuildingsituation);WechooseourBusinesspartners,mustbeconsiderthe

21、irbusinessscale,popularity,industrycredit,brandimage,andestablishourownsaleschannels（3）D-supplystrategyforkeyaccounts;Direct-supplystrategyforkeyaccountswhichhasthestrengthandgoodbrandimage,canincreasetheirprofit,tolaythefoundationforlong-termcooperation.（4）Mix-channelstrategy;Ourchannelisnotasingle

22、,buttobuildhybridchanneltocontroltherisk.6.Effectcycleuse(people/evnet);（1）Enlargeandgodeeperinsportsdrinksmarketviasponsoringfamousathletesandinfluencesportsevents;（2）Informalconnectionwithconsumersespeciallywithpotentialyouth;（3）TobuildatightconnectionbetweenZUMOandagoodsportsperformance7.Aggressi

23、vepromotionstrategyinnewmarket;（1）Advertisementreleaseinmainsportsmediatobuildacorecustomercycle;（2）Tosponsortopathletes(10)toenlargemarketinfluencerapidly;（3）Postandbrandexposuretoolisavailableinallsalespoints;（4）MoreexposureforZUMOwithsportsmanandsportsevents;（5）Thepromotionto-gain-benefitforcusto

24、mersisplus(lotto/free-drinkect.)part.theactionofconcretecourse(1)firstneedstobeclearaboutthebrandlocalization,usestheenterpriselimitedresourcescentralisminsomemarketdomain.(2)seeksvariationthecompetitionstrategy,throughtotheproductanalysisandtoexpendsthedemandthemarketsegmentation,makeshasthecharact

25、eristicproducttoentersuitsownsegmentationmarket.(3)looksfortheaccurateproductthegoalmarket,doessuitsgoalexpensecommunitydemandtheproduct(4)productterminalsalemethodbasisdifferentproductcategorytoinnovateunceasinglypart.TheplansummarizesWeaccordingtothedifferentmarket,inconductingmarketresearchonrese

26、archdataanalysistodeterminethemarketingplan,forexample,intheusmarket,Americanincomeishigher,wewillwithhigh-endandtheproductasamajorinsalesvarieties,andamericanspayattentiontolowquantityofheatlowsugarahealthdrink.SointheU.S.marketshouldbeimprovedtoformula,intheUnitedStates,thespokespersontoinviteNBAstarorfootball,baseballstar,becauseamericanslovethissports,soinvitedthestarendorsementwillreceiveverygoodeffect,andintheEuropeanmarket,caninvitetennis,billiards,football,especiallyfootballstarshouldbebesteffect.Inadditiontoinvitestarendorsemen