...Executive summary Introduction In 1984 Mateschitz founded Red Bull. Red Bull Energy Drink was first sold on the Austrian market in 1987. Red Bull reached its first foreign markets in 1989 in Singapore and in 1992 in Hungary. In 2008 Red Bull created its own cola, Red Bull Simply Cola. It created a market segment unlike traditional colas, by using only 100% natural ingredients. In 2009, Red Bull extended its product line with Red Bull Energy Shots. Red Bull headquarters are based in Fuschl am See, near Salzburg Austria. Approximately 4 billion cans of Red Bull are consumed each year; the product is available in 160 countries. Red Bull is the leader of the energy drink market and performs an annual turnover of more than 3 billion Euros. As we will see in this report, polemics, nonconformist, genius marketing are, among others, the ingredients that made Red Bull the star product of Energy Drink Segment in the world. For more than 20 years, Red Bull has managed to establish itself brilliantly in the world, which, despite the widespread economic gloom, has always taken a growing interest for this drink. In this report, we will analyse Red Bull and the environment in which the company evolves, its target and positioning trough marketing tools. It will enable us to understand how Red Bull managed to reach its leader position and to think about some recommendations to further improve its strategy. The Product Red Bull is a lightly carbonated drink that enhances mental and physical...
Words: 4736 - Pages: 19
...the Little Bighorn has become the most discussed and most popular battle of the Indian wars. It marked the greatest, and last, battle the American Indians would have over the Untied States Army. It was also the most devastating loss the U.S. Army would have in the Westward expansion of the Untied States. The news stunned the nation and led to an endless debate about the facts, strategy and tactics of the battle that continues to the his day. INTRODUCTION The Battle of Little Bighorn also known as Custer’s Last Stand. Took place in June 1876, in the little Bighorn Valley of Southeast Montana. The number of Sioux and Cheyenne warriors that the 7th Cavalry Regiment faced was approximately 4,500. The battle showed how the failure to use the Principals of War, Mass and Synchronization, helped cause the most devasting defeat that the U.S. Army ever received during the Indian Wars. And how the use of Mass and Concentration could affect a conflict. The primary resources used Custer’s Last Stand by Peter Panzeri and Custer’s Last Campaign by John S. Gray. STRATEGIC SETTING The road to war. In the 1860’s Sioux tribes roamed the great plains of the Dakota and Wyoming territories. But they were constantly pushed farther to the West, as expansion of the Untied States continued to grow westward. In 1863, a gold rush in Montana cut through the heart of the Buffalo grazing lands, lands that the Sioux used to hunt. Between 1863 and 1866 the United States...
Words: 3128 - Pages: 13
...Madoff's 55-foot fishing boat, “Bull”. The $17.1 billion that Mr Madoff claimed to have under management earlier this year is all but gone. His alleged confession that the fraud could top $50 billion looks increasingly plausible: clients have admitted to exposures amounting to more than half that. On December 16th the head of the Securities Investor Protection Corporation, which is recovering what it can for investors, said the multiple sets of accounts kept by the 70-year-old were in “complete disarray” and could take six months to sort out. It is hard to imagine a more apt end to Wall Street's worst year in decades. The known list of victims grows longer and more star-studded by the day. Among them are prominent billionaires, including Steven Spielberg; the owner of the New York Mets baseball team; Carl Shapiro, a nonagenarian clothing magnate who may have lost $545m; thousands of wealthy retirees; and a cluster of mostly Jewish charities, some of which face closure. Dozens of supposedly sophisticated financial firms were caught out too, including banks such as Santander and HSBC, and Fairfield Greenwich, an alternative-investment specialist that had funnelled no less than $7.5 billion to Mr Madoff. Though his operation resembled a hedge-fund shop, he was in fact managing client money in brokerage accounts within his firm, seemingly as Merrill Lynch or Smith Barney would. A lot of this came from funds of funds, which invest in pools of hedge funds, and was channelled...
Words: 1298 - Pages: 6
...Academic Year 2015/16 Module Code: BMM603 Module Name: Marketing Research Module Leader: Prof Ad De Jong Coursework Title: Service Quality at the Bull Ring Task Details/Description: General Instructions and comments: • Students should note that while there is great benefit to doing group work it can also be problematic. For this reason students are encouraged to pay particular attention to the following: o Please consult the student handbook for more general information on group projects. o Students are advised to bring any problems in group behaviour or cohesion to the instructor at the earliest possible instance. o Note that students have access to a system to give you the opportunity to appeal against allocations that are considered to be unfair by any member of the group. o Please keep records of group work in the form of notes from group meetings, etc., to allow a full evaluation of contribution and effort, should it be required. Which software should you use for the assignment? It is expected that you will probably want to use SPSS for calculations in your assignments, and the dataset will be supplied in the SPSS format. Include the Output that you used for your analysis but not the data. In SPSS you should make sure that you display commands in the log. To do this, choose Edit ( Options. The Options box will open, and you should select the “Viewer” tab. Under the Viewer tab, at the bottom...
Words: 1369 - Pages: 6
...{DC(-P[,"^q-' li Frauds of the Century BERNARD MADOFF worked as a lifeguard to eam enough money to start his own securities firm. Almost half a century later, the colossal Ponzi scheme into which it mutated has proved impossible to keep afloat unlike Mr Madoffs 55-foot fishing boat, "Bull,,. The $ I 7. I billion that Mr Madoff claimed to have under management earlier this year is all but gone. His alleged confession that the fraud could top $50 billion looks increasingly plausible:, ' clients have admitted to exposures amounting to more than half that. On December l6th the head of the Securities Investor Protection Corporation, which is recovering what it can for investors, said the multiple sets of accounts kept by the 70-year-old were in "complete disanay" and could take six months to sort out. It is hard to imagine a more apt end to Wall Street's worst year in decades. The known list of victims grows longer and more star-studded by the day. Among them are prominent billionaires, including Steven Spielberg; the owner of the New York Mets baseball team; Carl Shapiro, a nonagenarian clothing magnate who may have lost $545m; thousands of wealthy retirees; and a cluster of mostly Jewish charities, some of which face closure. Dozens of supposedly sophisticated financial firms were caughl out too,.including banks such as Santander and HSBC, and Fairfield Greenwich, an alternative-investment specialist that had funnelled no ...
Words: 1445 - Pages: 6
...JAPANESE CANDLESTICK CHARTING TECHNIQUES ~-Y?~L&B~E!% L ?ABWt "Candles Exhaust Themselves to Give Light to Men" JAPANESE CANDLESTICK CHARTING TECHNIQUES A Contemporary Guide to the Ancient Investment Techniques of the Far East STEVE NISON NEW YORK INSTITUTE OF FINANCE NewYork London Toronto Sydney Tokyo Singapore Library of Congress Cataloging-in-Publication Data Nison, Steve. Japanese candlestick charting techniques : a contemporary guide to the ancient investment technique of the Far East I Steve Nison. p. cm. Includes bibliographical references and index. ISBN 0-13-931650-7 1. Stocks-Charts, diagrams, etc. 2. Investment analysis. I. Title. HG4638.N57 1991 90-22736 332.63'22-dc20 CIP This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. From a Declaration of Principles Jointly Adopted by a Committee of the American Bar Association and a Committee of Publishers and Associations 01991 by Steve Nison All rights reserved. No part of this book may be reproduced in any form or by any means without permission in writing from the publisher. New York Institute of Finance Simon & Schuster Printed in the United States of America 1 0 9 8 7 Acknowledgements ...
Words: 32110 - Pages: 129
...AS History: Enquiry Paper Guidance Question (a) – The Comparison. In question (a) the focus is on the direct comparison of two sources. Without explicit comparison candidates will not get above Band IV. A substantial number of candidates still adopt a sequential approach, and others limit themselves to a low Band III by confining their comparisons to a brief conclusion after a sequential analysis of the two Sources. A continuously comparative approach is required. Candidates should, however, not assume that a comparison is established simply by the introduction of comparative words and phrases such as ‘whereas’, ‘on the other hand’, ‘by contrast’, or by setting points from the Sources alongside each other. Similarity or difference of content has to be demonstrated in relation to a point which is genuinely comparable, either because both Sources refer to it or because one draws attention to it but the other ignores it. Likewise comparison of qualities other than content requires assessment of the same qualities in both Sources. Another common weakness is a failure to realise that comparisons are only relevant if they relate to the issue raised in the question. * Sequencing is a major problem. There is a reluctance to select issues and themes from the two Sources and build the comparison around these. Many candidates, often able, prefer paraphrase. Two separate accounts are provided with perhaps a final paragraph making a few belated comparisons. * Not focusing...
Words: 5255 - Pages: 22
...1. Executive Summary 05 2. Current Situation - Market analysis 06 2.1. Market Definition 2.2. Market Size 2.3. Market Segmentation 2.4. Competition Direct Competitor Indirect Competitor Competition and market share Competitors’ strengths and weaknesses • Market trends 3. PESTEL Analysis 14 • Economy • Politico-legal • Demographic • Technology • Ecological (Natural) • Sociocultural 4. SWOT Analysis 17 • Strengths • Weaknesses • Threats • Opportunities 5. Consumer Analysis 20 Nature of the buying decision Participants Demographics Psychographics 6. Mission Statement and Vision Statement 22 7. Objectives 22 8. Marketing Strategy – Market Segmentation, Target Market, Market Positioning 23 8.1. Market Segmentation Bases 8.2. Target Market 8.3. Market Positioning Positioning Statement Positioning Strategy Slogan 9. Marketing Strategy – Product 30 9.1. Levels of Product Core Benefit Actual Product Augmented Product 9.2. Product Life Cycle Stage 9.3. Product Attributes 9.4. Brand Name, Brand Image, Brand Equity 9.5. Packaging and Labeling 9.6. Product Support Services 9.7. BCG Analysis 10. Marketing Strategy – Price 38 • 10.1. Pricing Objectives • 10.2. Pricing Method • 10.3. Pricing strategy 11. Marketing Strategy – Distribution (Place) 39 11.1. Geographical Coverage 11.2. Distribution channels 12...
Words: 1391 - Pages: 6
...Table of Contents Problem Statement………………………………………………………………………… 2 Situation Analysis…………………………………………………………………………... 2 Market and Segmentation Analysis……………….…………………………………. .. 3 Key Factors ………………………………….……………………………………………. 3 Alternative Analysis………………….…………………………………………………….. 3 Recommendations ………………………………………………………………….…….. 7 Action Plan…………………………………………………………..…………………..... 8 Problem Statement: Vincor must choose the best product characteristics, positioning, branding, packaging and distribution strategy to introduce their new alcoholic beverage product in the refreshment market. Situation Analysis • Objectives: • • Vincor’s objective is to have at least a 3-year lifespan in the market, since this would be considered ‘successful’ in the refreshment industry. Unsuccessful products were pulled from the shelves within their first year. 1 • • Background: In 2004, Vincor was the world’s eighth largest producer and distributor of wine and wine-related products. In Canada, Vincor was the market leader with 21% market share. The refreshment category was an important part of Vincor’s business in Canada, and was driven primarily by its Vex and Grower’s Cider brands, each of which sold nearly one million cases in 2005.1 In 2004, refreshments were a $230 million dollar industry in Canada. However, the refreshment category within the alcoholic beverage industry shrank by 6% year over year. Each province...
Words: 1356 - Pages: 6
...International Marketing Management (IBU5MKG) [pic] Title : International Marketing Plan “Monster Energy Drink” Lecturer : Mr. Mike Turner Student : Ekapon Srisittichaikul - 15996703 Kasemvit Lohitkul - 15954478 Mengxi Xu - 15999067 Hsieh Hsinng-Jen - 15942765 Yaxian Tang - 15707254 Shuqing Zhang - 15498769 Hanjie Mei - 15619403 TABLE OF CONTENT Executive summary………..……………………………………………………...............……...3 Political system……………………..…………………………...……………..…...…………….5 Legal system…………………….……….………………….................................................……7 Economic statistics and activity…………….……………...……………….........…..………….8 Geographical setting……………………………………..…...…………….…..........................14 Social environment…………...………………...........................................................................15 Cultural environment…………...………………......................................................................19 Technology…………...……………….......................................................................................22 Trading infrastructure…………...………………....................................................................24 The market…………...……………….......................................................................................27 The company………...………………………………………………………............................31 Statement...
Words: 18506 - Pages: 75
...1 The Foundations of International Society 2013-2014 Part I: Politics 2 (International Relations I) Paper organiser: Professor Christopher Hill (POLIS): Room 105, Alison Richard Building Email: cjh68@cam.ac.uk Lecturers: Professor Hill (CH), Dr Elisabetta Brighi (EB), Dr Aaron Rapport (AR) and Dr Stefano Recchia (SR). Aims and Objectives The course aims to introduce students to the subject of International Relations (IR), whose main focus is the nature of politics at the international level. Students will acquire the empirical and conceptual foundations needed to understand a world political system which cannot be accurately described as either pure anarchy or a coherent form of ‘global governance’. The starting point is the notion of ‘international society’, which refers to the set of institutions and common procedures generated by states over the last three and a half centuries in their attempts to achieve some minimal form of co-existence, but which has gradually evolved to include many non-state actors and different levels of activity – diplomatic, economic and cultural, as well as that of military competition. By the end of the course you should be able to have an informed discussion about: the historical origins of the present system; what is distinctive about international politics as opposed to politics inside the state; and the main challenges which confront humanity in the twenty-first century. You will also acquire a basic familiarity with the main theories needed...
Words: 12326 - Pages: 50
...INTRODUCTION 1.1 BACKGROUND OF THE COMPANY Tata Motors is India’s largest automobile company, with revenues of USD 14 billion in 2008-2009. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, and Spain. The company’s 24,000 employees are guided by the vision to be “best in the manner in which we operate best in the products we deliver and best in our value system and ethics” (Tata Motors, 2010) According to the Equity Bulls (2010), Tata Motors' total sales (including exports) of Tata commercial and passenger vehicles in January 2010 were 65,478 vehicles, a growth of 77% over 36,931 vehicles sold in January 2009. The company's domestic sales of Tata commercial and passenger vehicles for January 2010 were 62,202 vehicles, a 74% growth over 35,704 sold in January last year. Cumulative sales (including exports) for the company for the fiscal at 498,108 vehicles, recorded a growth of 24% over 400,284 sold last year. 1.2 TATA MOTORS – TATA NANO In January 2008, Tata Motors unveiled its People's Car, the Tata NANO, which India and the world have been looking forward to. Tata’s NANO is a new product with a new technology which promises the market of an efficient car with a very low cost. The Tata NANO has been subsequently launched, as planned, in India in March 2009. A development, which signifies a first for the global automobile industry, the NANO brings the comfort and safety of a car...
Words: 2827 - Pages: 12
...Marketing Plan STUDENTS MKT 421 University of Phoenix DATE Professor Pepsi B Energy Marketing Plan: Phase One Pepsi is performing a marketing control of their recent release of the Pepsi Diet Slim can, evaluating the successes and the failures of product. Based on the market successes of the Pepsi Diet Slim can, Pepsi is planning to develop a sugarcane-based Pepsi energy drink consisting of vitamin B12 and other B vitamins. This new product is packaged in a format similar to the Pepsi Diet Slim to offer a new look to Pepsi’s soda cans and to compete with the irregular shapes of existing energy drinks. Pepsi B Energy is to cater to customers who want to drink a healthier Pepsi. Pepsi B Energy’s Marketing Plan Phase One is designed to develop the basics of a marketing strategy for Pepsi B Energy. Pepsi B Energy’s Marketing Plan Phase One provides an overview of PepsiCo, a brief description of the product, the importance of marketing for PepsiCo, a SWOTT chart for Pepsi B Energy, and the preferred marketing research approach for Pepsi B Energy. PepsiCo Pepsi was founded in 1898 by a druggist from North Carolina named Caleb Bradham. Through a series of acquisitions and other business dealings, Pepsi became PepsiCo. PepsiCo currently produces a variety of beverages, many in partnership with other companies. PepsiCo sell soft drinks, juice drinks, sport drinks, bottled and enhanced waters. Recently...
Words: 7771 - Pages: 32
...event study and make a consensus on their responsiveness to an Earnings Surprise. We also need to establish a relationship between the Market Index and the Stock in itself. This relationship can be determined by running a regression and using the Market as the independent variable and the Stock as the dependent variable. In order to analyze the responsiveness of a stock, we need to understand and imply the concept of the beta. The beta is a measure of the volatility, or systematic risk, or a portfolio in comparison to the market as a whole. Beta is used in the capital asset pricing model (CAPM), a model that calculates the expected return of an asset based on its beta and expected market returns. Beta is calculated using regression analysis and you can think of beta as the tendency of a security’s returns to respond to swings in the market. A beta of less than 1 means that the security will be less volatile than the market. Now, we are going to conduct an event study for 3 companies. 1.) Parker Drilling 2.) Autobytel Inc. 3.) Auxilium Pharmaceuticals, Inc. 1. Parker Drilling Company Introduction Parker Drilling is part of the Oil & Gas Equipment & Services industry. The company was founded in 1934 and is headquartered in Houston, Texas. Parker Drilling specializes in barge drilling, onshore drilling and various tools that are required by drillers. Parker does not venture way into the ocean and drill mines in the confines of the earth’s surface...
Words: 3303 - Pages: 14
...Journal of Experimental Psychology MAY 1967 VOL. 74, No. 1 FAILURE TO ESCAPE TRAUMATIC SHOCK 1 MARTIN E: P. SELIGMAN 2 AND STEVEN F. MAIER« University of Pennsylvania Dogs which had 1st learned to panel press in a harness in order to escape shock subsequently showed normal acquisition of escape/ avoidance behavior in a shuttle box. In contrast, yoked, inescapable shock in the harness produced profound interference with subsequent escape responding in the shuttle box. Initial experience with escape in the shuttle box led to enhanced panel pressing during inescapable shock in the harness and prevented interference with later responding in the shuttle box. Inescapable shock in the harness and failure to escape in the shuttle box produced interference with escape responding after a 7-day rest. These results were interpreted as supporting a learned "helplessness" explanation of interference with escape responding: Ss failed to escape shock in the shuttle box following inescapable shock in the harness because they had learned that shock termination was independent of responding. Overmier and Seligman (1967) have shown that the prior exposure of dogs to inescapable shock in a Pavlovian harness reliably results in interference with subsequent escape/avoidance learning in a shuttle box. Typically, these dogs do not even escape from shock in the shuttle box. They initially show normal reactivity to shock, but after a few trials, they passively ...
Words: 4903 - Pages: 20
