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1、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PARTⅠ.WhoisZUMO?Zumo,isproducedbyZumospa,afoodanddrinkscompanybasedinValencia,Spain.Zumoisaleadingsportsdrinkbrandoriginalinspainwithahistoryover30years;TheformulaiszumocanbetracedbacktotheRomanoccupationofEurope,whenownerstomaketheirgladiato
2、rcankeepwinning,askAlchemydivision12inventedcanenhancephysicalstrengthformula,andthenafterseveralcenturyformulaofexperimentandimprovement,andfinallyformedtoday,founderofthecompanywasMrWattistheformulaoftheowner,30yearsago,andhefoundedthecompany,intheoriginalformulabasedonimproved
3、,heinventedthevarioustastedrink,zumoispurenaturalplantextract,andjoinvariousvitamin,nosideeffects,canalleviatefatigue,addedbodythatintensemovementofconsumption,lowsugarnutrients,nosideeffects.Thefantasticformulaofzumohelpsaltheletesrenewtheirperformanceonthecourt;Zumoisjustavaila
4、bleinEuropemarket;PARTⅡ.WhatZUMOhasDONEinpast30years?Zumofocusandrootsitscorebusinessinsportsdrinkmarket;Zumonowtakesmorethan30%marketshareinsportsdrinksindustryinspainandmoreandmoreconsumersarecatchedbyit;Zumobuiltgoodrelationwithsportsassiationsinspainandmanysponsorshipscontrac
5、tareexclutive;12Zumohasachievedagoodbusinessrecordinpast5yearsandnowtheannualrevennueofthecompanyisoverc30mPartⅢ.wheredoeszumowanttogo?FirstintotheEuropeanmarketandnorthAmericamarket,thentobeaglobalbrand，SpainalsobelongtoapartofEurope,sowethinkthatEuropeandtheUnitedStatesconsumer
6、sshouldbeacceptthisdrinkmore，SoweputoutwardexpansionplaninthistwoareaToenergytheworld;Wehopethatallpeopleintheworldcandrinktooursportsdrinks，Forpeoplewithhealthandvitality.itsmeaningofenergytheworld.Anewcommercialslogan-everyonewholovessportswholoveszumo;Zumoissportsdrinks,wemain
7、lyattractpeoplewholovesports,regardlessofage,wemustletthepeoplelovesportwhenneedtobuydrinkswillrememberzumo。Toachieveabiggerbusinesssuccessbyaseriesofmarketingactivities(energytheworld)totripletherevenueinnext3yearsandtobelistedtops5sports12beveragesuppliersintheworldpartⅣ.Analyz
8、esthecurrentmarketingenvironmentconditio
