HND (非金融专业) GU1 barr.doc

1(1) product mixThe products mix has four key concepts: product lines; product items, such as the A.G.Barr is a product soft drink company; product positioning is focusing on the drinks market, the last is product life lycle. This point is used to judgment the product goes on creating development or opens up new product. This abased on to decide by saturation in market. The making is the drinks turnover and the competitors sales rise, the company produce decreased. Above these to marking the drink market was saturation.When the product in the fail issue, the company has to adopt under solution: 1 in the produce make technology to innovation, increase the taste change. 2 Use the product differentiation, make advertisement on the market, attraction new customer. 3 The new product to begin Research and Development.In product items, the company have produce variety soft drink. Such as the taste, color, ingredient, package. The color is very important, this can give people is different vision, can be attraction more than population take care the product. A.G.Barr has some main brands. Such as the Irn-Bru and Diet Irn-Bru (is Barrs main product, some over a hundred years history, has the very high popularity in Scotland), the Tizer (in the Barrs second important brand, introduces in 1972), the Simply Citrus (is development in 2001 fruit taste drink, have Florida Orange; Apple and Blackcurrant above this taste, it was the sixth in the UK in 2003), the Simply Clear (is a clear fruit flavored soft drink, have many kinds of taste), and so on.Remark the product items have advantages and disadvantages. The advantages there are can be help the company enlarge economical scales, more further to target marketing share, to sales more than product. Then, the product variety even is useful for expect any achieved of the customer requirement. Because the product variety, the customer preference to choice the brand. The company take the customer satisfied has to easy. The disadvantages have under these points. If in the same time, the companys numerous products are in the product life cycle peak. The company will be helpless, did not know how to lengthen product the life cycle. But if company not that many products or the brand, that lacks the flexibility, cannot when deals with the situation the rapid transformation new brand, will found the new brand to be able to be very difficult. Once the saturation of the market, the company must explore the new market, needs to propagandize the brand again, the expanded fame, this will be able to be very difficult.Product positioning is an extremely useful tool for marketers. It possesses other not to produce any other products, and has the interest operative activity domain. But the product positioning has pros and cons. The pros have following these aspects. The good product may carry on the classification to the customer. The customer have loyal customers, long termed, have positional customer. Like this is to helpful in secure market share the percentage and the product have serial, coherent grouping products in one market. The company may carry on the managerial expertise; the propaganda activity and so on can obtain a better effect. What is most main is may enhance companys in market prestige; this speaking of the company is the words-of-mouth marketing. And the company played the influential role regarding the expanded sales volume. Has the shortcoming beneficially. The cons if the product positioning once determined, want to difficult to adopt, lacks the flexibility. Relative, companys marketing strategy will be inflexibility. But the market has uncertainty. The customer focused to deicide market share. So the products in positional marketing value dont have fixed sales volume.The modernized production line, may raise the competition efficiency, also had the guarantee to the product Quality Assurance. 1b . Price elastic influence Barrs markets its productsThe price elastic definition is the elasticity is a measure of the degree of sensitivity of one variable to changes in another variable. The price elastic also has an aspect in the demand; the price elasticity of demand is a measure of the degree of sensitivity of demand to changes in the price. About the price elastic have key relevant concept: this demands promotional methods; products life cycle; market research. The promotional methods were mainly said that in the different quarter, the customer demand was different. In busy season, the Irn-Bru can be sales highly; in off season, the Irn-Bru the sales lower. When the product life cycle decline, the company can be use promotional methods the rationalize price drops. The company should at the suitable time carries on market research, obtains the customer suggestion is advantageous to the product makes the improvement. The products when SD, the price inelasticity; when S=D, the usages soft drink just drink; when SD, the price elasticity, the above these had reflected the price flexibility and should for the market unpredictability the fluctuation influence which produces to the price. The company in market products has purpose and influence. Sells the product in the market is for acquisition sales enhanced and the company obtains economy of scale. Simultaneously this also has the positive influence to the product. Can also obtain during sales products about the product prestige. But about the main product Irn-Bru is cant reduce prices absolutely. This is to guarantee the product in market prestige. In the market exists variable. For example customers variance; physical environment; competitors involvement, in which any can cause price elastic. 加 Especially same profession competitor involvement, Carries on the price competition, will create the market disorderly, will then turn the vicious circle to cause the market malfunction. When demand is elastic a decrease in price will result is an increase in the revenue. When demand is inelastic, a decrease in price will result is a decrease in the sales. This significance is it will possibly enhance the brand popularity, it will perhaps affect Barr the product price, and i.e. price flexibility will reduce manifests to a change, namely sales impact in price reduction. 2. External environmentA.G.Barr the wish enter the market of Russia. Existence opportunities and threats, regarding this carries on the analysis, have 4 points: physical environment; economical environment; political-legal environment; cultural environment.Physical Environment Russia is Barrs largest overseas market. A.G.Barr company want go to this market, must consider physical environment. First is climate. As a result of the soft drinks industry, mainly in is the summer carries on the sale Evidence in 2002, have a cool summer, the soft drink sales lower. In order to apply the Russia market Barrs company to amendment his Iru-Bru. Let is taste warm catering for customer preferences. Secondly is topography A.G.Barr and Russia both in European continents. Have some location are such as the transportation cost-saving and this product price, to increase they self price-competitiveness with local maker to compete, increase company opportunities. Third are resources. The resources opportunities allocations and distributions, but the compressed degree about of rich natural resources. If A.G.Barr compulsory factor to produce this product in the local area. The company has price competitiveness. Because the lower-cost in order to lower-price.Economic EnvironmentAbout the economic environment have population, industry structure and stage of development. The population this factor included local resident purchasing power. According to the demography, the population housings density influences the product sales and the resident demand. A.G.Barr want to enter the Russia market, here achievement target market. The company must consider local conditions. Above and rests on each spot to carry on the analysis. However also a risk has is companys product is impossible to satisfy each customers request, caters to each customers taste. The customer variance is the company to faced threats. Second is the industry structure. Regarding the Russia soft drink market have two kinds of situations. Respectively are fewer competitors. This point meaning is this drink in Russia dont have the market nearly, explains this market nearly blank. On the other hand are numerous competitors. This point meaning is this market already approached saturated, the similar products already had many in the market. Simultaneously also has two aspects and this related. One the one hand, it seems that fewer competitors. This is not only the opportunity is also challenges regarding the A.G.Barr. The opportunity is the company possible becomes the market leader. Because in the market dont have people to do the soft drink industry structure, so A.G.Barr once enters the market extremely has the leader who the possibility becomes the soft drinks profession. But have some threats. The first is the restrictions, if the local government the implementation protects Domestic enterprises policy, then the company want enter the market will be able to difficult. And have other point is the industry is an infant industry or strategic industry. This regarding companys development is a difficulty. Last spot is the customer emotional factors. Relates the local resident whether to accept this product, whether to expand this product the sales volume. On the other hand if the numerous competitors, the company must have own product difference, this can the more satisfied customer needs. But does this the company no share, without the customer level, cant very good carry on the propaganda. The last aspect is stage of development. These include two points, products life cycle and soft drink industry. The products life cycle was mainly said the product in the UK very prosperity, the sales very good. But the product in its life cycle peak, can to changing to declination. The soft drink industry in UK this very maturity, this is to company is threat. So the company must develop the new market. The Russia market in soft drink industry is innovative, this regarding A.G.Barr is a opportunity. So long as succeeds enters the market, has the possibility to become for this reason the profession leader.Political-Legal Environment In this aspect have 3 points: advertising restrictions; tariffs/non-tariff barriers; patents. The advertising restrictions it is means the company need to involve the socialization consideration. First factor is socialization. Because both countries virtues are different, so the company carries on when the propaganda, must consider to catered for localization. Is advantageous opens the market. At the same time, the A.G.Barr enters the new market propaganda the advertisement also to tally standardization. Tallying ASA promotion activity: manage & control. Otherwise cant carry on the broadcast advertisement. About the tariffs/non-tariff barriers, the above two spots have the reason.Tariffs barriers is our country government to our country enterprises protective measures, as the matter stands A.G.Barr want to enter the Russia market on loss competiveness. Causes its product because of the cost rise, but the price is soaring. But if non-tariff barriers because the mutual relations good, A.G.Barr may enter the market sale smoothly. However also a question has is regarding Russia, hostile offer considering A.G.Barr advance dumping in this market. Last aspect is patents/trademark protection. Whether is reflector to the legal system, through the legal implementation, discovered whether to have the loops, to be whether soundness.Cultural EnvironmentThe cultural environment includes language and how the business is conducted. The language have question is different language. This way have threat is the different language it is easy to do misinterpreted, mix up intention to enter the market. And, then have a opportunity, this the people have innovative curiosity. The how business in conducted, have his under steps. The company must to information collection on these competitors. And what to collect about consumer demand variance such as the purchasing-power. Sometimes the company to collect about the restrictions set by Russia government. A.G.Barr must to analyze information to confirm. Request to guarantee the informations accurate, is or isnt reliable, and the information is or isnt comprehensive. Then, A.G.Barr with to above this information to select the most appropriate information basis market. Complete each respect above, the company can be to implement, and enter the Russia market. After long time, A.G.Barr to amend the market-tactics designation, the company can be to begin implement about the product in market. After period of time starts to carry on feedback. This way adoption is to revision the market-tactics, based on this markets real situation, letting this strategy applicable to Russia.3 a which information is likely to be of value to such an organization and why?The company must collect the information, but the information also divides into valuable or invaluable. The information may divide into these categories Financial Information; Management Information; Marketing Information. First, the Financial Information is to explain the company financial status and help company to do distinct deasion-making in budgeting. Such as because competes the influence, the company must carry on the renewal to the craft, this is one kind of investment budget. And invests again about companys income release, with companys dividend direct relation. These regarding Senior Management is very important, because must rest on this to come to carry on to the fund transfers effectively, is advantageous for the highly effective management company. The shareholder pays attention to this is for receive dividends distributed. Because is a Limited company, therefore is like this to heighten the financial confidence which the shareholder invests. The Financial Information purpose does for the company reinvestment reference & accurate budgeting reflectors, causes Companys product planning to be more accurate. Second is management information, manifests in policy; goals; objectives, these have valuable. In a company, the policy is very important, because is a measure-ment of staff, at same time, also has companys culture determinant. The information is close with its organization goal contacting, and carries on the forecast to the risk. A company values for staff very major, the reason about confidence, is company cohesiveness, is the staff motivation. Third is about marketing information. Competitors and they comprehensive power belongs to this category. 4. Coordinate its marketing and financial activitiesIn this subject have 2 points; they respectively are strong team cohesiveness in A.G.Barr; effectiveness of one structure. About the strong team cohesiveness in A.G.Barr the first is employee opinion survey. This point definition is listens to staffs suggestion, understands their views. Establishment complaints mechanism, does the significance is reflector of democratic management style. The second spot is about management level against employees communications. To staff pro-possional is very important, the training include to staff conscious. May give to the outstanding staff reward scheme. This is to staff motivation is helpful to companys development. This may be helpful in strengthens the staff cohesive force. Such as Barrs employs over 900 people, more than a third of who have been with the company for 15 years or longer. On the other hand, about the effectiveness of one structure, have achievement; benefits to employees; identify the reasons for effective structure. A.G.Barr has achievement about success management experience. For example: 1) in 2001, 81.5% of employees said that they were proud to work in company; this point indicated the company high efficiency of people management. 2) Management in decision-making, let every staffs participate in the voting choice. 3) Question which reflected regarding the staff positive feedback. 4) Regarding company in management aspect improvement, identification democrat management system was show. 5) The company utilizes transparent management, the company briefing twice a year, let the staff clear companys state of development. Also has the professional training regarding benefits to employees.On identify the reasons for effective structure to say, can be divides into two parts: clear responsibility and coordination. And the distinct responsibility may also divides into marketing and financial. The marketing primary cognizance the product research & development, and the product promotional activity, this spot include propaganda new products and regarding current products advertisement plan. This department must increase for the company in the market creating an impact. This is to give the company to create the good prestige. Also has the company what to new market exploration also turns over to this department to plan. The last, marketing must offer sales statement to financial department. The financial department is Financial Statement Provider. This department is responsible for the company fund allocation effectively and about the cost-controlling. Must go to adjudicate on the cost and plan, is mainly between spending on plan and marketings promotional activities and about the product research & development. Regarding companys internal coordination, because A.G.Barr is a traditional family business so communication between departments is very convenient. But the marketing be separated is very important. This is separation function between departments, for can the better division of labor and cooperation, raise the efficiency. Now, if A.G.Barr