英语MBA案例分析报告

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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;Zumohasachievedagoodbusinessrecordinpast5yearsandnowtheannualrevennueofthecompanyisoverc30mPartⅢ.wheredoeszumowanttogo?FirstintotheEuropeanmarketandnorthAmericamarket,thentobeaglobalbrand，SpainalsobelongtoapartofEurope,sowethinkthatEuropeandtheUnitedStatesconsumersshouldbeacceptthisdrinkmore，SoweputoutwardexpansionplaninthistwoareaToenergytheworld;Wehopethatallpeopleintheworldcandrinktooursportsdrinks，Forpeoplewithhealthandvitality.itsmeaningofenergytheworld.Anewcommercialslogan-everyonewholovessportswholoveszumo;Zumoissportsdrinks,wemainlyattractpeoplewholovesports,regardlessofage,wemustletthepeoplelovesportwhenneedtobuydrinkswillrememberzumo。Toachieveabiggerbusinesssuccessbyaseriesofmarketingactivities(energytheworld)totripletherevenueinnext3yearsandtobelistedtops5sportsbeveragesuppliersintheworldpartⅣ.AnalyzesthecurrentmarketingenvironmentconditionThefunctiondrinkisrefersjoinscertainfunctionfactorinthedrink,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、Marketingfacts1、Launchedinthemid-1980s.Positionedasanenergyproductforfitness-consciouspeople,especiallysportsmenandwomen,betweentheagesof20and45.2、Distributedmainlythroughgrocerystores,conveniencestoresandsupermarkets.Alsothroughsportsclubs.Additionally,salesaregeneratedthroughcontractswithprofessionalleagues,suchasfootball,golfandtennisassociations.3、Press,TVandradioadvertisingisbackedupbyendorsementcontractswithfamousEuropeanfootballersandtennisstars.4、Zumoisofferedinfourflavoursanditspriceisinthemediumrange.partⅥ.whatistheactionplanforzumotoachievethetargetSwotanylysis;（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）DistributechannelbuildingMarketsegmentcatchingstrategy;（1）AdvertisementmethodchoosingWewillchoosethemainstreammediaadvertisingandpromotion.（2）PowerpersonschoosingWewillchooseinfluentiallocalsportsstarsandartistsasendorsements.（3）Differenttaste/packagesupplystrategyWewillproducedifferenttaste,differentpackagingdrinkstosatisfycustomersofdifferentageanddifferenttaste.（4）TerminalsalespointschoosingTerminalsalesinthesupermarketwherepersonflowislargeasthemainstreamofchoice。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）TobuildatightconnectionbetweenZUMOandagoodsportsperformance7.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)productterminalsalemethodbasisdifferentproductcategorytoinnovateunceasinglypartⅧ.TheplansummarizesWeaccordingtothedifferentmarket,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'smostinfluentialeventisEuropeanCupandtennisopen.Inadditiontothepositiveadvertisingmarketing,weneedadetailedanalysisoftheinsidethemarketcompetition,wenowbiggestcompetitoristheCocaColaandPepsicola.Butfortunately,theynoticeiscarbonateddrinksandfruitjuicebeveragemarket,andourenergybeverages,thisiswecantakethediversityofthecompetitionstrategy,playdifferentslogan,makedifferentproducts.throughaseriesofenterpriseimageandtheproductinformationdissemination,wehopedcancommunicateconsumer'smind,byfinallyachievedwehopethemarketinggoal,throughtheenterpriseincludingtheresearchanddevelopment,themarketing,themanagementandsoonthemulti-positionendeavor,makestheZumoauthority'sgold-letteredsignboard,headslistofsuccessfulcandidatesintheworldbrand!