Report on the sale of Lucozade and Ribena to Suntory by Glaxo

Number of Words : 2907

Number of References : 12

Assignment Key : M-18654

Contents

  • Content for this assignmentIntroduction 2
  • Content for this assignmentExternal Environment 2
  • Content for this assignmentPESTEL Analysis of Sultanate of Oman 3
  • Content for this assignmentPolitical 3
  • Content for this assignmentEconomic 3
  • Content for this assignmentSocial 4
  • Content for this assignmentTechnological 4
  • Content for this assignmentEnvironmental 4
  • Content for this assignmentLegal 5
  • Content for this assignmentInternal Environment 5
  • Content for this assignmentStrengths 6
  • Content for this assignmentWeaknesses 6
  • Content for this assignmentOpportunities 6
  • Content for this assignmentThreats 7
  • Content for this assignmentBranding 7
  • Content for this assignmentMental Map 7
  • Content for this assignmentBrand Mantra 8
  • Content for this assignmentConsumer Value 8
  • Content for this assignmentBrand Positioning 8
  • Content for this assignmentMarketing Mix- 4Ps 9
  • Content for this assignmentProduct 9
  • Content for this assignmentPrice 9
  • Content for this assignmentPlace 9
  • Content for this assignmentPromotion 10
  • Content for this assignmentDemographic/Socio Cultural Factors And Target Market 10
  • Content for this assignmentService Dominant Logic Influences 11
  • Content for this assignmentConclusion 12
  • Content for this assignmentReferences 13

Description

This report is based on the following requirement -
“Glaxo sells Lucozade and Ribena to Suntory for £1.35bn cash” Ever-expanding Japanese beverage behemoth, Suntory, is the new owner of Lucozade and Ribena, which GlaxoSmithKline (GSK) has sold for £1.35bn (€1.6bn/$2.11bn) as it admits defeat in its internationalisation plans and trains its focus on its pharma activities.
Further information can be found at:
http://www.nutraingredients.com/On-your-radar/Financial-plays/Glaxo-sells-Lucozade-and-Ribena-to-Suntory-for-1.35bn-cash
You will review the information regarding this sale from the above and other sources. Your role is to determine what branding approaches would be appropriate to enter the Oman market with either one of these products (you must choose one for the individual report). There will be a need to consider this against the background concepts of service dominant logic and branding. Your individual assignment will develop propositions, based on relevant Branding and Marketing theory which will enable the company to develop the brand that would be successful within the Oman market.
It is important that your evaluation uses fully journal articles relevant to the topic, and the majority of these i.e. more than half must have been published after 2008. For this assignment, whilst text books may be useful for guiding principles, they will be not be considered relevant for referencing and underpinning of theory.

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