英语MBA案例分析报告完整版

英语M B A案例分析报 告

集团标准化办公室：[VV986T-J682P28-JP266L8-68PNN] 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

PART Ⅰ. Who is ZUMO?

Zumo, is produced by Zumospa, a food and drinks company based in Valencia, Spain. Zumo is a leading sports drink brand original in spain with a history over30 years;

The formula is zumo can be traced back to the Roman occupation of Europe, when owners to make their gladiator can keep winning, ask Alchemy division invented can enhance physical strength formula, and then after several century formula of experiment and improvement, and finally formed today, founder of the company was Mr Watt is the formula of the owner, 30 years ago, and he founded the company ,in the original formula based on improved, he invented the various taste drink, zumo

is pure natural plant extract, and join various vitamin, no side effects, can alleviate fatigue, added body that intense movement of consumption, low sugar nutrients, no side effects.

The fantastic formula of zumo helps altheletes renew their performance on the court;

Zumo is just available in Europe market;

PART Ⅱ. What ZUMO has DONE in past 30 years?

Zumo focus and roots its core business in sports drink market ;

Zumo now takes more than 30% market share in sports drinks industry in spain and more and more consumers are catched by it;

Zumo built good relation with sports assiations in spain and many sponsorships contract are exclutive;

Zumo has achieved a good business record in past 5 years and now the annual revennue of the company is over c30m

Part Ⅲ . where does zumo want to go?

First into the European market and north America market,then to be a global brand，Spain also belong to a part of Europe, so we think that Europe and the United States consumers should be accept this drink more，So we put outward expansion plan in this two area

To energy the world;

We hope that all people in the world can drink to our sports drinks，For people with health and vitality.its meaning of energy the world.

A new commercial slogan-everyone who loves sports who loves zumo;Zumo is sports drinks, we mainly attract people who love sports, regardless of age, we must let the people love sport when need to buy drinks will remember zumo。

To achieve a bigger business success by a series of marketing activities(energy the world) to triple the revenue in next 3 years and to be listed tops 5 sports beverage suppliers in the world part Ⅳ. Analyzes the current marketing environment condition

The function drink is refers joins certain function factor in the drink, enable it while which relieves thirst to have adjustment

health care function and so on organism function, enhancement immunity drink. At present in the market function drink approximately may divide into 3 kinds, movement drink, energy drink and health care drink.

In recent years, the worldwide basis environment quality drop and the people live the pressure increase, causes the human who is at the Asian healthy condition to increase day after

day.At the same time, along with living standard unceasing enhancement, the people also more and more pay great attention to personally the healthy question. Along with people health consciousness enhancement, the people have started to choose the health gradually food, the drinks, the carbonic acid class drink since 2008, the market share

glides down, now the fruit punch crest of wave just is abundant, still has the development potential to be possible to dig, but the function drink took the new drinks, the rise space is biggest, at present

besides minority big brand function drink, but also some many function drink regardless of from brand image, marketing technique, the terminal sale aspect all urgently awaits to promote.

part Ⅴ、Marketing facts

1、Launched in the mid-1980s. Positioned as an energy product for fitness-conscious people,

especially sportsmen and women,between the ages of 20 and 45.

2、Distributed mainly through grocery stores, convenience stores and supermarkets. Also through sports clubs. Additionally, sales are generated through contracts with professional leagues, such as football, golf and tennis associations.

3、Press, TV and radio advertising is backed up by

endorsement contracts with famous European footballers and tennis stars.

4、Zumo is offered in four flavours and its price is in the medium range.

partⅥ. what is the action plan for zumo to achieve the target 1.Swot anylysis; （1）Superiority： § GOOD BRAND IMAGE;

§ A PROVEN BENEFIT FOR ALTHELETS PERFORMANCE § SPECIAL AND UNIQUE FOMULA; § GOOD BUSINESS PERFORMANCE;

§GOOD RELATION WITH SPAIN NATIONAL SPORTS ASSOCIATIONS;

（2）Weckness:

§ NO GLOBAL MARKET EXPERIENCE; § FOCUS IN A SEMILAR MARKET;

§THE BUSINESS SCALE IS SMALL COMP. TO COMPETITORS; （3）Opportunity:

§ THE BRAND INFLUENCE LIMITED IN EUROPE;

§ THE PRODUCTION IS LIMITED BY A RARE AFRICA PLANT; § A SINGLE PRODUCT LINE; （4）Threaten:

§ STRONG COMPEPITORS;

§ A OBVIOUS LOCATION CHARACTERISTICS IN BEVERAGE MARKET;

§TOO TIGHT COMBINATION WOTH SPORTS ACTIVITIES; 2、3-market strategy (devoloped

countries/devoloping countries and emerging market); （1） Clarify the consumer group by

age/income/the depth involved in sports and the power

influence others

（2）Market feature(tax/legal surrounding/religion believe etc.);

（3）Consumer feature(taste prefer/lifestyle and sports items prefer);

（4）Distribute channel building 3、Market segment catching strategy; （1） Advertisement method choosing

We will choose the mainstream media advertising and promotion.

（2） Power persons choosing

We will choose influential local sports stars and artists as endorsements.

（3）Different taste/package supply strategy

We will produce different taste, different packaging drinks to satisfy customers of different age and different taste.

（4）Terminal sales points choosing

Terminal sales in the supermarket where person flow is large as the main stream of choice。

4.Price strategy

（1） Different price in different market;

Pricing according to the different needs of area residents income and consumption

habits to determine.

（2）Enough profit for distributors; When we in to a new market, to ensure enough profit for distributors to mobilize their enthusiasm, so we can occupy the market as soon as possible.

（3）Must have a promotion possibility;

For example Lucky draw、discount、gift。

（4）The price must match the product positioning; In according to the location of the consumption demand also should consider product of brand value, can not blindly low price。

（5）The pricing process must cover the feedback from competitors;

The price should according to market feedback make small adjustments，to ensure enough competitive advantage.

5.Distribute channel building(plants location chose included); （1）Cost-saving principle(less logistics

cycle/produce localism/less distribution phase); As far as possible to reduce logistics cycle, for production localization, as far as possible to reduce production sales levels.in this way can effectively control costs, ensure the quality of products

（2）Business partners choosing(business

scale/industry experience/brand image and owed channel building situation);

We choose our Business partners, must be consider their business scale, popularity,

industry credit, brand image, and establish our own sales channels

（3）D-supply strategy for key accounts;

Direct-supply strategy for key accounts which has the strength and good brand image, can increase their profit, to lay the foundation for long-term cooperation.

（4）Mix-channel strategy;

Our channel is not a single, but to build hybrid channel to control the risk.

6.Effect cycle use(people/evnet);

（1） Enlarge and go deeper in sports drinks market via

sponsoring famous athletes and influence sports events;

（2）Informal connection with consumers especially with potential youth;

（3）To build a tight connection between ZUMO and a good sports performance

7.Aggressive promotion strategy in new market;

（1） Advertisement release in main sports media to build a core customer cycle;

（2） To sponsor top athletes (10) to enlarge market influence rapidly;

（3） Post and brand exposure tool is available in all sales points;

（4） More exposure for ZUMO with sports man and sports events;

（5）The promotion to-gain-benefit for customers is plus(lotto/free-drink ect.)

part Ⅶ.the action of concrete course

(1) first needs to be clear about the brand localization, uses the enterprise limited resources centralism in some market domain.

(2) seeks variation the competition strategy, through to the product analysis and to expends the demand the market segmentation, makes has the characteristic product to enter suits own segmentation market.

(3) looks for the accurate product the goal market, does suits goal expense community demand the product

(4) product terminal sale method basis different product category to innovate unceasingly

part Ⅷ.The plan summarizes

We according to the different market, in conducting market

research on research data analysis to determine the marketing plan, for example, in the us market, American income is higher, we will with high-end and the product as a major in sales varieties, and americans pay attention to low quantity of heat low sugar a health drink. So in the U.S. market should be improved to formula, in the United States, the spokesperson to invite NBA star or football, baseball star, because americans love this sports, so invited the star endorsement will receive very good effect, and in the European market, can invite tennis, billiards, football, especially football star should be best effect.

In addition to invite star endorsement outside, we need to actively support the local sports event, enlarge brand awareness, In the United States is the biggest sports event NBA league and baseball professional league, In Europe's most influential event is European Cup and tennis open.

In addition to the positive advertising marketing , we need a detailed analysis of the inside the

market competition, we now biggest competitor is

the Coca Cola and Pepsi cola.But fortunately, they notice is carbonated drinks and fruit juice

beverage market, and our energy beverages, this is we can take the diversity of the competition strategy,play different slogan, make different products.

through a series of enterprise image and the product information dissemination, we hoped can communicate consumer's mind, by finally achieved we hope the marketing goal, through the enterprise including the research and development, the marketing, the management and so on the multi-

position endeavor, makes the Zumo authority's gold-lettered signboard, heads list of successful candidates in the world brand!