Marketing Analysis - Durex

3424 words 14 pages
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
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The Durex management has effectively realized that its continuing success relies on keeping right up to date with its consumers latest trends and desires and as such has initiated the „Sexual Wellbeing Survey‟ (started in 1995). In 2006/7 Durex interviewed over 26,000 people across 26 different countries where they asked about the openness and acceptability of sex, how the consumers sexual wellbeing shaped their lives and what they desired to obtain a better sexual experience. The microenvironment. The microenvironment refers to the aspects of the marketing environment which impact the company/organization rather than impacting the market as a whole. Usually, the degree to which companies have control over is small and the best the company can do is react to the situation. The forces involved in the microenvironment are usually referred to as Porters Five Forces. This model was developed by Michael Porter of Harvard Business School and used the concepts of Industrial Organization to determine what drove the competitive industry and hence the potential profitability of the industry14. Porter designed this framework with it targeting companies at an industry group level. Porter believed that each company should break down their operations into separate industries each of whom should develop their own industry specific five forces approach.

word count 2963

Student ID: 0706335

The threat of

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