preview

Marketing Analysis - Durex Essay

Best Essays
Open Document

word count 2963

Student ID: 0706335

Individual Assessment, IB209 Marketing Analysis 09/10

Erecting a global brand

word count 2963

Student ID: 0706335

Contents: 1. Introduction 1. Overview 2. Why Durex? 1. Financial performance 2. Market share 3. Brand strength 4. Speed of international expansion 2. The Marketing Environment 1. The Micronenvironment 1. Threat of substitute products 2. Threat of competitive rivalry 3. Threat of consumer bargaining power 4. Threat of supplier power 5. Threat of new entrants 2. The Macroenvironment 1. Political factors 2. Economic factors 3. Social forces (culture) 4. Technological forces 3. The Marketing Mix 1. Product 2. Place 3. Price 4. Promotion 4. Forecast & Conclusion 5. Appendix …show more content…

In markets where Durex isn‟t the dominant brand, aggressive plans are made by the management to capture them 10. Four months of trading from its recent Russian acquisition, BLBV resulted in £10.5 million in operating profits on a £45 million in turnover. Had the deal taken place last financial year, then this figure would have risen to £16mill operating profit.11 This acquisition seriously strengthens Durex‟s position not only in Russia but also several other Eastern European countries where BLBV was the main distributor of condoms including such large markets as – the Baltic‟s, Romania and Kazakhstan 12. The favorable market conditions have also allowed the targeting of companies in Australia, Greece, Italy and Spain to help the company get a stronger hold there 13.

The Marketing Environment
Marketing environment is the term used to describe the external forces that directly or indirectly influence an organization‟s acquisitions of inputs and generation of outputs. Companies usually have very little direct control but which none the less affect the way in which the organization can do business and how well it will perform. Companies have to make sure that information about the trading environment is well

Get Access
Related
Get Access