Marketing Red pull Assignment Example | Topics and Well Written Essays - 5750 words

Marketing Red pull - Assignment Example The study has selected UK as target international destination for Red Bull in order to develop marketing plan. In order to develop three-year marketing plan for Red Bull, the study will focus on three key issues. Issue 1- analyze the macro and micro environmental dynamics pertinent to UK and conduct environmental appraisal for Red Bull. Issue 2- on the basis of environmental appraisal; identify two new target segments appropriate to Red Bull in the U.K. market. As part of new target market selection, customer profiling, age group, characteristics of target group and positioning of the brand ‘Red Bull’ will also be discussed. Issue 3- on the basis of new target market selection; develop differentiated marketing mix for each target market identified. In the report, marketing objectives and control mechanism for individual marketing mix projected for particular target group will also be discussed. Red Bull is regarded as most popular energy drink across different countries in the world (Farris, 2010). Although, the Red Bull products were developed by TC Pharmaceutical during early 1980’s but Dietrich Mateschitz rejuvenated the product and established the brand as ‘Red Bull Energy Drink’ in Austria during 1981 (Red Bull, 2014a). From the initial years, market position of Red Bull Energy Drink was strengthened through unique positioning, integrating research and development (R&D) activities with product innovation and customization of marketing activities (Farris, 2010). In the last 26 years, the company has established its distribution channel in more than 55 countries. As of 2012, Red Bull sells more than 5 billion cans annually (Red Bull, 2014b). During 1980s, Red Bull was sold as medicine containing caffeine that can boost energy level upon consumption but the company has successfully repositioned the brand through streamlining

Effective support for information users Coursework

Effective support for information users - Coursework Example Over the years, effective strategies have been devised by researchers to provide the end-users with efficient resolutions to their problems. Some of the strategies have been discussed below: Physical Aspects Technology Used for Help Desk The foremost consideration that needs to be made to improve the help desk service is to analyze the type of technology that has been adopted in the respective department. Hoffman (1996) stated that the technology should not be too advanced or complicated for the personnel; the technology should facilitate their operations to become efficient, rather than complex. Complicated operations might prove to increase the service time for every customer. Ergonomics The ergonomics, i.e. layout of a help desk center also plays an important role in its effectiveness and management. Bayan (2003) explained that the layout and design should be able to facilitate team work; the employees should be able to communicate with each other in case of any query since every employee possesses his own areas of expertise. An employee might need help in resolving an issue in an unfamiliar area of expertise. Although, the distance between the help desk representatives’ workstations should not be so less that they are not able to hear their clients clearly. Working Environment The representatives need to be provided with a comfortable and healthy environment. If the help desk resources are not satisfied with their working conditions then they will not be able to communicate with the clients in a positive manner. Appropriate chairs and headsets should be provided to the representatives to help them offer a commendable service to the clients. Management Aspects Defined Goals The management should identify their goals and then communicate them at all levels of the help desk employees. Bayan (2004) pointed out that the presence of defined goals enables the management to direct the employees towards certain goals and conduct employee trainings in an accor ding manner. Performance management can also be performed with respect to the defined goals and expectations. Understand the Customer with a Positive Attitude Bayan (2004) quoted statements of a CEO of a company, who stated that the help desk representatives should be able to understand their clients and their respective environments. The issue might be very trivial or very complex; in both cases, the representative should listen to the customer carefully and understand that he is experiencing distress due to the matter. The attitude of the representative should be comforting and helpful so that the customer also cooperates in answering the questions. The representatives should be trained to convince the clients that they are on the clients’ side and everything shall be done in their power to resolve the matter. Suitable Performance Measures Bayan (2004) provided an interesting categorization of different types of help desk representatives; the comprehension of the categoriza tion is relevant so that appropriate attributes can be chosen to analyze the performance of each type of employee. Knowledge workers are representatives who have extensive knowledge about the products and prove to be very effective at resolving complex problems. Process workers are repre