Course n°12

Blitz Marketing-sup4-08-09

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

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


Analyse of various strategic focus(B.C.G.)

FRAGMENTATION-Little economies of scale -Limited entry barriers

SPECIALIZATION- ROI-Accurate marketing strategy

Dead-end

-no différenciation-no innovating technologies

VOLUME-large economies of scale


Evaluation of business activitiesper market growth/market share(matrice B.C.G)

STARS defending&protect

Competitive position

DilemmaNew segmentation?

Repositioning?

Give up ?

MAJORSOptimisation ROI

Dead

weights

Suppress

growingrate

0%

10%

20%

corresponding market share10 1 0


Market situation

introduction

declinegrowth maturity

innovators

Early adopters

Early majority Late majority

Laggards

Product life circle


Tactict implementations of strategic models

Dead end

Expansion strategy (extend the existing markets)

Marketing incrementals product development,external global and international marketing,sub-contractingSupply chain,costs

Strategy of diversification(new marketing propositions)

Changing product implementations Customers diversification Sub-contractingCo-contractingPartnership-external growthInternal values chain

Present market/productpropositions

Strategy of differenciationNew products, new corebusiness

R&DProspective-innovatingTechnologies-Partnerships &networksBus. intel.-Flagship organizatio,

MARKETS

PRODUCTS


R.B. SUPPLY CHAIN• CHINA specific raw material under licence

AUSTRIAN HOMEBASE production and bottling end product

logistic full trucks

FRANCE

Take home On premise

Large scale dist.Logistic platf.

Owned retail

National distr.French partner

Regional wholesalersNight clubsBarsRestaurantsConvenience stores


Marketing channels alternativesconsumers goods

M M M M MManufacturer

CUSTOMERS

Internet/mail orderInteractvive TV

Door todoor

Manufacturers Own stores

Houseparty

ConsignmentTo part timesalespersons

MSF

R R R R R

Agentsbrokers

MSF MSF

W WW

M=manufacturer MSF=manufacturers salesforce W=wholesalers R=retail


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


R.B. entry strategies

licensing

Joint venture

Equity stakeor

acquisition

High involvementHigh cost

Low involvementLow cost

Degree of involvement

cost

Know howtransfer

Manufact.Products

Importingpartner

owned sales org.


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

Course n°12

Documents

Transcript of Course n°12