Blitz Marketing-sup 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-sup Groups for collective homework Group 1:Xavier Belka, Aurélie Huart, Maxime Deppe,Julien Pruvost : GPS technology in b to b, Group 2:Charlotte François,Romain Selosse,Florine Thomas: Marketing differenciations of Affelou and Rayban, Group 3: Thomas Leprètre,Laurence Niort,Augustin Leurquin: the evolution of the marketing model of Club Med, Group 4:Julien Philizot,Aissata Camara, Jérome Lehoucq: Marketing and tactic strategy of a French wine in India,
Blitz Marketing-sup 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
Blitz Marketing-sup Evaluation of business activities per market growth/market share(matrice B.C.G) STARS defending&protect Competitive position Dilemma New segmentation? Repositioning? Give up ? MAJORS Optimisation ROI Dead weights Suppress growing rate 0% 10% 20% corresponding market share 10 10
Blitz Marketing-sup Market situation introduction declinegrowthmaturity innovators Early adopters Early majority Late majority Laggards Product life circle
Blitz Marketing-sup Tactict implementations of strategic models Dead end Expansion strategy (extend the existing markets) Marketing incrementals product development,external global and international marketing,sub-contracting Supply chain,costs Strategy of diversification (new marketing propositions) Changing product implementations Customers diversification Sub-contracting Co-contracting Partnership-external growth Internal values chain Present market/product propositions Strategy of differenciation New products, new corebusiness R&D Prospective -innovating Technologies -Partnerships &networks Bus. intel. -Flagship organizatio, MARKETS PRODUCTS
Blitz Marketing-sup 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 wholesalers Night clubs Bars Restaurants Convenience stores
Blitz Marketing-sup Marketing channels alternatives consumers goods MMMMM M anufacturer CUSTOMERS Internet/mail order Interactvive TV Door to door Manufacturers Own stores House party Consignment To part time salespersons MSF RRRRR Agents brokers MSF W WW M=manufacturer MSF=manufacturers salesforce W=wholesalers R=retail
Blitz Marketing-sup 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-sup R.B. entry strategies licensing Joint venture Equity stake or acquisition High involvement High cost Low involvement Low cost Degree of involvement cost Know how transfer Manufact. Products Importing partner owned sales org.
Blitz Marketing-sup INDIVIDUAL WRITTEN HOMEWORK Keypoints of R.B. pre-survey to approach the French market Project management plan to set up the sales and logistic organization