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 divisioninvented 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 c30mPart 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 sportsbeverage suppliers in the worldpart Ⅳ. Analyzes the current marketing environment conditionThe 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 isabundant, 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 facts1、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 building3、Market segment catching strategy;（1） Advertisement method choosingWe will choose the mainstream media advertising and promotion.（2） Power persons choosingWe will choose influential local sports starsand 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 choosingTerminal sales in the supermarket where person flow is large as the main stream of choice。