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Course n°12

Course n°12. -Semester 2 , organization -Red Bull corporate strategy Red Bull entry policy R.B. supply chain R.B. Marketing project Management. Groups for collective homework. Group 1:Xavier Belka, Aurélie Huart, Maxime Deppe,Julien Pruvost : GPS technology in b to b, 16.02.09

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Course n°12

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  1. Course n°12 -Semester 2 , organization -Red Bull corporate strategy Red Bull entry policy R.B. supply chain R.B. Marketing project Management Blitz Marketing-sup4-08-09

  2. Groups for collective homework Group 1:Xavier Belka, Aurélie Huart, Maxime Deppe,Julien Pruvost : GPS technology in b to b, 16.02.09 Group 2:Charlotte François,Romain Selosse,Florine Thomas: Marketing differenciations of Affelou and Rayban, 9.02.09 Group 3: Thomas Leprètre,Laurence Niort,Augustin Leurquin: the evolution of the marketing model of Club Med,02.02.09 Group 4:Julien Philizot,Aissata Camara, Jérome Lehoucq: Marketing and tactic strategy of a French wine in India , 26.01.08 Blitz Marketing-sup4-08-09

  3. Analyse of various strategic focus(B.C.G.) Blitz Marketing-sup4-08-09

  4. Evaluation of business activitiesper market growth/market share(matrice B.C.G) 20% growing rate 10% 0% 1 0 10 corresponding market share Blitz Marketing-sup4-08-09

  5. Market situation Early majority Late majority Laggards Early adopters innovators introduction growth maturity decline Product life circle Blitz Marketing-sup4-08-09

  6. Tactict implementations of strategic models Changing product implementations Customers diversification Sub-contracting Co-contracting Partnership-external growth Internal values chain Marketing incrementals product development,external global and international marketing,sub-contracting Supply chain,costs MARKETS R&D Prospective -innovating Technologies -Partnerships &networks Bus. intel. -Flagship organizatio, Strategy of diversification (new marketing propositions) Expansion strategy (extend the existing markets) Present market/product propositions Strategy of differenciation New products, new corebusiness PRODUCTS Blitz Marketing-sup4-08-09

  7. R.B. SUPPLY CHAIN • CHINA specific raw material under licence AUSTRIAN HOMEBASE production and bottling end product logistic full trucks FRANCE On premise Take home Large scale dist. Logistic platf. National distr. French partner Regional wholesalers Owned retail Night clubs Bars Restaurants Convenience stores Blitz Marketing-sup4-08-09

  8. Marketing channels alternativesconsumers goods Manufacturer M M M M M Manufacturers Own stores Internet/mail order Interactvive TV Agents brokers Door to door MSF MSF MSF W W W Consignment To part time salespersons House party R R R R R CUSTOMERS M=manufacturer MSF=manufacturers salesforce W=wholesalers R=retail Blitz Marketing-sup4-08-09

  9. R.B.Sales organization Entry policy: • Owned commercial subsidiary in Paris • Regional agencies • Owned sales and promotional teams • National wholesaler partner with regional distribution network for the on premise market and independant retailers Blitz Marketing-sup4-08-09

  10. High involvement High cost R.B. entry strategies Equity stake or acquisition Degree of involvement Joint venture owned sales org. Importing partner licensing Manufact. Products Know how transfer cost Low involvement Low cost Blitz Marketing-sup4-08-09

  11. INDIVIDUAL WRITTEN HOMEWORK19.01.08 • Keypoints of R.B. pre-survey to approach the French market • Project management plan to set up the sales and logistic organization Blitz Marketing-sup4-08-09

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