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Case Study - MP107 Business Policy & Strategic Management

Name : D N Kularathne
NIC No : 842370035V
Table of content
Introduction 2
Abstract 3-4
Question 1
SWOT Analysis 4
Porter’s Five Force Analysis 4-5
PESTLE Analysis 5-6
Question 2
Positing Map 7
Strategic Direction 7-8
Question 3
Recommendation for new market 8-10
Recommendation for product development 11
Recommendation for market penetration 12

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Introducing the case study
As per the case study of Red Bull, the company has been enjoying great success with the help of the
selling non-alcoholic carbonated energy drinks. For the establishment of the worldwide forerunner of
the energy drink category, the company has made great sales of about $4.7 billion on annual basis. The
company, since its introduction in the United States during 1997 has been retaining the leading position
in the carbonated soft drink industry (The Red Bull cans, 2014). The company has been holding a good
market share at the present date.

With the passage of time, several companies have been entered into the market of soft drinks which are
sharing the lucrative market of Red Bull. The dominant market position hold by Red Bull has been
challenged by some of the well established business organizations. For instance; Hensen’s Natural
Company the produced Monster Energy Drink and Rockstar Incorporation with produces beverages with
the same name have been offering the beverages of the same category on the same prices.

In addition to this, the other soft drink companies including Coca Cola and PepsiCo have also been
posing significant degree of competition to Red Bull through increasing some share in the energy drink
sphere.

In order to have important market position and maintaining its market share the company has been
producing its energy drink products with high quality and meeting all the standards of sustainability.

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Abstract
The company has been making significant efforts to have minimization of its business impact on the
immediate environment because for the production and distribution of the energy drink products, the
company has been using energy (The Red Bull cans, 2014). In order to have maintenance of its supply
chain practices, Red Bull has been implementing several effective techniques, and using its available
resource in an optimum way.

In order to minimize its carbon foot prints, Red Bull has been following “Wall to Wall” production
approach and with the help of this technique the company has become enabled to save the high rate of
transportation cost. The company has increased the use of renewable energy resources to more than
80%. With the help of “Wall to Wall” production approach the company has made its production
process with minimum use of carbon dioxide (Wall-to-Wall production, 2014).

Red Bull has been significantly managing its market share in the UK and trying to maintain its sales to a
good level in the recent decade. Despite this the stiff competition posed by other energy drink
companies and decline in the market share and impact of production process on the immediate green
environment are the key strategic issues that company has been facing on regular basis to a certain
extent. Both in the US market and UK market, the energy drink markets have been growing up to a rapid
pace and thus it is a challenging situation for Red Bull to maintain its leadership position in the long run.
In this way, this case study of Red Bull represents that Red Bull which is a leading business organization
in the production of the energy drink products has to maintain its strategic leading position in the
international market with adequate approaches to deal with the competitive forces, shared market, and
sustainable business practices.

The case study that has been presented above of the Red Bull company provides a clear picture of the
strategic position of the company in the immediate market place. The case study on one hand reflects
that Red Bull has been enjoying a leading business position in the immediate market has been having
significant sales in the immediate market. However the case study has also shown that maintenance of
the leading market position in the global energy drink industry the company has to deal with some
significant strategic issues. The three key issues that are critical for the company for the company to
maintain its market position are discussed below.

Competitive Force from Other Key Players

Red Bull has been offering its energy drink products to a good level, yet there are several other existing
key players in the marketplace of the US and UK including Monster, Rockstar, PepsiCo and Coca Cola. All
these key market players have been posing a stiff competition to the company and to keep its leading
position among all these player is a key challenge for the company (The Red Bull cans. 2014).

Market Share Cutting

The other key players that some exist in the marketplace of energy drink products have been sharing a
significant amount of market share of Red Bull. In the UK market, Rockstar and Monster having sharing a
key volume of the market share of Red Bull. Monster has been sharing about 39% of the market share of
the energy drink product, while that of Rockstar has been sharing 10% of the market share of the energy
drink products and Red Bull has been sharing 43% of the market share. The other company including
PepsiCo and Coca Cola are also sharing good amount of market of the company.

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Maintenance of the Sustainable Business Environment
It is minimizing the impact of production process of Red Bull on the immediate green environment is a
critical issue for the company as it has to make significant efforts to reduce carbon emission and
minimizing carbon footprints of its production process.

Question 1:
How critical is the challenge of competitive force faced by Red Bull in the global energy drink industry?

Red bull has revealed some of the critical strategic issues faced by the company. These strategic issues
can be analyzed with the application of three different strategic models and framework as below.

SWOT Analysis
Issue related with the company’s inability to counter the intense competition can be reflected with the
help of SWOT Framework. The SWOT framework for the company can applied as below.

Strength
Red Bull has been maintaining a strong brand Image in global market place and has been attaining
competitive advantage over other key players. The brand Image and promotional strategies of the
company have given it recognition as a synonym of energy drink product.

Weakness
The product portfolio of the company is weaker as compared to other soft drink companies as Red Bull
holds limited range of product. The competitors of the company are offering varied of products with
distinct flavour. The products of the company contain Caffeine and Taurin which are quite vulnerable to
industry regulations. The company does not have sufficient patents of its products.

Opportunities
The new emerging markets at global level are facilitating Red Bull with newer opportunities to establish
new production facilities. The company have sponsorship in the new market of the US and UK. Red Bull
has established its manufacturing units in Asian subcontinent, which is a huge business opportunities for
the company to expand its business.

Threat:
the company has been facing various constrain in different geogrhical markets. The market position of
Monster in the UK market is a great threat for securing its market share by Red Bull. The promotional
activities of the company are as much effective in mature markets like the UK. Increasing health
concerns among customers and huge price competition in the market are also some major threatening
factors in the market for the company (The Red Bull cans. 2014).

Porter’s Five Force Analysis

This model has been applied to evaluate the competitive position of Red Bull in Emery Drink Industry.
This analysis can be done as below.

Threat of New Entrants

The threat of new entrant in the global energy drink industry is quite high as this industry is quite
lucrative for new business investors. However, the well established position of Red Bull has this threat
only to a certain level as it holds a leading market position in the industry.

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Threat of Substitutes
There is a high threat of substitute beverage and drink products in external business environment of soft
drink industry. The existence of these substitutes product can harm the market growth of Red Bull’s
energy drink products. The company needs to offer wider range of energy drink products to win
competitive advantages over these products.

Bargaining Power of Buyers

The customers in the energy drink industry have their specific requirements from the products they
consume regularly. The brand Image of the energy drink products is a key factor that induce customer to
switch over other products and there are already several options of beverages products for the
customers, and hence the bargaining power of customer in the industry is quite high

Bargaining Power of Suppliers

The Bargaining power of suppliers in the energy drink industry is low as there are several suppliers who
provide raw material and other services to energy drink producing companies. In order to use specific
ingredients in its energy drink products, the company needs to pay high prices to the suppliers.

Rivalries
The threat of rivalry is quite in the energy drink industry as there are available several competitors in
this industry at global level. The main competitors of the company are PepsiCo, Monster, Rockstar, and
Burn. The competitors pose great threat for the market share and leading position of the company in
this industry.

PESTLE Analysis
For the purpose of analyzing the company’s strategic orientation in the new and existing market place,
there is a need of having thorough analysis of the related market place. In the regard, PESTLE framework
can be considered quite crucial. This framework reflects some crucial factors related to external
marketing environment. Some of the crucial external marketing environment can be elaborated as
below.

Political factor
Political Factors of the country direct impact on the business position of the companies operating in that
country. In this regard, political stability of major economies including the US and the UK has direct
impact on Red Bull’s business. The Food and Beverage regulations are very strict in the UK and even
customers in the UK are quite aware about their health aspects. The Use of Caffeine has also been
banned as an ingredient in the production of energy drinks products by the UK government. The
government of the UK has been controlling sales of energy drinks through monitoring the use of harmful
ingredients in the product of energy drink. Thus, Political conditions are very essential to be followed by
the company to maintain its sustainable business position.

Economic environment
The global Soft drink industry has significant contribution of Energy drink companies in the economic
growth of the related country. In the year 2009-2010, the growth of the UK’s economy was 7%, which
help Red Bull to earn profit amount of US$ 30 Billion. The company has also hold a leading market
position with its sales growth in the UK market in the year 2012, when the company earned £ 2145.46
Billon. In this way, the economic conditions of an international market are very important for the
company to maintain its sustainable position in the global Energy drink Industry.

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Social Environment
There are some critical social factors that can be considered quite vital for the company. In the context
of Red Bull, it can be considered that nowadays, people have become quite attentive towards their
health and social prestige. Energy drink products have positive and high social values. The products
offered by the company are considered as symbol of social prestige and status symbol. In this regard,
positive social perspective of the people regarding soft and energy products have created a positive and
opportunistic business environment for Red Bull in the long run. However, the increasing concern of
people on the health and related aspects also enhances the pressure over company to make changes in
its product offerings.

Technological factors
In order to attain sustainable position, all the companies in the energy drink industry have been
adopting new and advanced technologies. In order to improve its production process, Red Bull also
needs to implement highly advanced technologies to survive in the changing competitive business
environment. the company take use of ‘Wall to Wall’ production technology for developing and
manufacturing of freeze bottle.

Environmental Factors
Along with other external business environmental factors, environmental concern among people can
also be counted as one the critical business factor that can affect the operations of the company in the
most effective manner. Growing concern towards environment safety among people has induced the
company to adopt green production process. In the packaging of the product also some crucial changes
in the company’s operational process can be seen. For instance, the company has started to use
recyclable can and packaging material for making the product more environmental friendly.

Legal factors
There are some critical legal implications that have made the beverage and energy drink industry more
regulated in existing time period. Within the country, there are certain legal and ethical guidelines for
the purpose of ensuring healthy composition of energy drink products. The legal authorities of the
county have directly banned some crucial ingredients such as Caffeine and Taurin. In addition to this,
from the perspective of environment safety also there are several laws and legal guidelines that affect
the company’s manufacturing, packaging and distribution process in the most effective manner.

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Question 2 :
What measures should Red Bull undertake to secure its market from companies sharing its market
share to a significant level?

Positing Map
In order to reveal strategic position of the company in the market place in terms of product’s perceived
quality and price range, Position Map framework can be used in the most explicit manner. As per this
framework, there is a need of exploring position of competitors in the market and measure the relative
position of the organization in the existing market. The specific position map for Red Bull in the market
can be presented as below.

In this way, on the basis of the analysis of different strategic models in the section, it can be cleared that
for the company it is essential to company to address some of the strategic threat that can harm the
overall sustainability of the company in existing highly competitive marketplace.

Strategic Direction
On the basis of the analysis of case and business issues with the help of different strategic model, it can
be considered that different business issues faced by the company are quite strategic by nature and for
the business organization to undertake some crucial strategic direction. In this regard some specific
business and strategic directions for the company can be presented as below.

In order to overcome the threat of competition, Red Bull should make the immediate patent of its
products in order to secure the products ideas to a significant level. With such a process, the company
would be enabled to keep its production process unique and differentiated in the new market. The
company in order to win the competition, the company should cater new untapped markets so that it
can have balanced market position and extra earning from the varied new markets. With such a process
the company will be able to reduce the threat of competitive force on the part of the rivalries to a
certain extent.

In order to keep its market share stable and increased, Red Bull should undertake some significant
measures. The Company at present has very limited product portfolio due to which the other companies
have been sharing and cutting its market to a certain extent. For such purpose, the company should
extent it product portfolio by increasing its product line to a certain extent. With such an initiation the
new product of the company will also help it to attract new customers and improving the sales ratio for
the existing customers. The new products will also help the company to cater new emerging

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international markets. This approach will help the company to secure and improve its market share in
the near future to a significant level.

In order to secure its sustainable position and to overcome the impact of its business process on the
immediate environment, the company should adopt new and advanced technologies through which it
can reduce carbon emission from its manufacturing and production plans. The company should also use
renewable resources in its production and packing process in order minimize the waste from its
production process which harms the natural environment and even affect the health aspect of the
immediate community. In addition to this, to maintain its sustainable business position the company
should also follow all the government regulations very strictly so that it can maintain a sustainable legal
business position through having abidance with all the production and manufacturing regulations set by
the governments of the related countries. With such a process, the company can deal with the critical
issue of maintaining and securing its sustainable business position in the long run.

In this way, all these proposed strategic directions for Red Bull’s future business are very much
supportive and significant for the future business of the company to proceed without any strategic
issues or problems. Though the existing strategic issues identified from the case study are not much
critical for the company but they can be prospective issues for the company in the near future.

Question 3 :
What are your recommendation for new market, product development and market penetration
opportunities for the company ?

Recommendation for new market

In the case study, four marketing issues can be addressed. Firstly, the Red Bull brand faces significant
competition from large industry companies including Pepsi and Coca-Cola, in addition to retailer brands
such as Blue Charge by Wal-Mart. Secondly, Red Bull has been criticized for its limited product
development, as there is only one other version of Red Bull, which is sugar-free. Thirdly, the question of
whether Red Bull should use more traditional ways of marketing was raised in the case study, but this
could be linked to the final issue - an increase of consumption by retaining ageing consumers as well
attracting new ones from a younger population.

Slow or very limited product development in the case of Red Bull can be criticized as one way of
expanding sales in order to produce a new product. On the other hand, it can be argued that Red Bull as
a brand is known for being energy drink focused; thus, expanding into the soft-drink sector, for instance,
could have a negative effect on the brand's image. Moreover, taking in account the development of
different flavours, it must be highlighted that consumers tend to stick to original products rather than
alternatives. Therefore, product development is an option for Red Bull; however, it is not the most
important issue to be addressed for increasing sales.

The brand's marketing strategy is highly dependent on its target consumers; hence, the most important
marketing issue concerns a strategy for increasing the consumption of Red Bull. Ideally, this could be
done by keeping existing but ageing customers who stop or lower their consumption of energy drinks
due to their symbolic meaning bound with youngster culture, craziness and extremism, by alternating
Red Bull’s current image. Red Bull, as a successful and pioneering brand of the energy drink sector has
developed a coherent, dominant and persistent idea embedded in all its communication; ‘Red Bull gives
you wings’. Moreover, it has been successful in attracting new young consumers by linking its brand
image with extremism, energy and mystique. This tactic appeals strongly to youngsters; on the other

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hand, it has led to the loss of Red Bull’s ageing consumers, as the image of an employee with a can of
Red Bull is not widely acceptable due to the symbolism of the brand portraying such a person as
unprofessional and exhibiting childish behaviour. Hence, in order to keep those working professionals
loyal while attracting a younger generation at the same time, the Red Bull brand image should be
altered. The consumers express their identity through the brands they use. Hence, the symbolic
meaning of Red Bull is massively important in sending its meaning to consumers. The products are mute:
the brand is what gives them meaning and purpose, telling us how a product should be read’. Thus, by
creating an acceptable meaning that can be related to as many age groups as possible, Red Bull may
expand its original targeted group of 16-29-year-old males.

Red Bull should expands its original targeted group of young active men to ordinary students, as even
though this target group may not be as wildly social or participate in adrenaline-fuelled sports, they
nonetheless need to stay awake and concentrate for long hours on end studying. Moreover, the ageing
consumers from 25 to 45, who had in the past been moving away from Red Bull consumption must also
be targeted, as they can also benefit from Red Bull's positive effects (e.g., vitalises body and mind). For
example, an executive finishing an annual report, a retailer conducting exhausting inventory checks or
even a taxi driver during an evening shift. In addition, the targeted consumer group should also be
extended to females, as in our post-modern and emancipated society, women - though not in the same
numbers - purchase similar products and engage in similar activities as men.

In order to appeal to a broader market, the Red Bull image and symbolic meaning should be altered to
change Red Bull of being perceived as ‘speed in a can’, ‘liquid cocaine’ or even ‘liquid viagra’. Moreover,
the current Red Bull slogan ‘gives you wings’ may symbolise the light feeling, or even metaphorical
feeling of flying linked to drugs use and irresponsibility, which is strengthen by above mentioned
nicknames. Therefore, the slogan should be changed into one that appeals to wider age group and is not
associated with any extreme or illegal activity. A suggested alternation is ‘brake the limits’ as it can be
used in advertisements and fits a variety of situations, for example, the previously mentioned executive
trying to finish his/hers report. Two realities may be shown in a marketing campaign using this slogan,
where in one, he/she is falling asleep on a desk full of papers, while in the alternative reality he/she
drinks Red Bull and finishes the report on time, hence, ‘breaks the limits’.

Good marketing communication should be based on one simple message that is being communicated
though all media platforms. Red Bull’s marketing approach of limited mass media advertising in favour
of word of mouth and ‘buzz’ promotion, supported by event sponsoring, has had great success.
Moreover, this promotional tactic is the reason for Red Bull’s exclusivity and popularity; hence, it should
not be changed. However, due to the broadening of the brand's target groups, promotion of Red Bull in
places such as offices, hospitals and universities should be added. Red Bull has been successful in placing
branded fridges in bars and restaurants; therefore, their placement in office buildings and hospitals for
use by executives, office workers, doctors and medical attendants may indicate the product's suitability
for use in the workplace. Moreover, the creation of student Brand Managers has in the past served as a
successful approach by Red Bull’s marketing department. However, this approach mainly focused on
university parties and the use of Red Bull as a mixer with vodka. Despite this strategy generating high
sales, the consumption of Red Bull by diligent and/or religious students whose lifestyle does not include
regular participation in raves, but may also benefit from the effects of Red Bull should also be
considered. It will be suitable and highly beneficial to establish new communities and events targeting
older consumers, as well as those not willing to participate in more extreme events that have been
organised by Red Bull in the past.

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Currently, Red Bull is estimated to have 43% of the energy drinks market; therefore, there is no major
need for product development as a reaction to competition. Moreover, standard versions of energy
drinks still dominate the market and the sales of low-sugar or natural ingredients drinks are rising very
slowly. However, with the increase in health consciousness consumers and an interest in leading healthy
lifestyles, it may soon happen that people decrease their Red Bull consumption due to the product's
unhealthy ingredients such as caffeine, glucuronolactone, sucrose and glucose. Moreover, the health
risks connected to consumption of energy drinks include insomnia, nervousness, headache, tachycardia,
but also the threat-of-life, highlighted by cases of death after overdosing on Red Bull or alcohol mixers
containing Red Bull as an ingredient. Indeed, these risks may trigger a discussion about the suitability of
energy drinks for day-to-day consumption, thereby causing a significant decrease in Red Bull sales in
favour of brands using more natural ingredients, or other soft drinks in general.

In a reaction to increasing demand for more healthy, flavoured, low-sugar and calorie-free drinks, Red
Bull should also place a bigger focus on its product development. However, this should stay within the
sport and energy drinks segment, as Red Bull’s meaning and assimilation with the word ‘energy drink’
has a long history and is greatly responsible for its success. Moreover, alongside the previous aim of
targeting ageing consumers and women alongside its main targeted group, product varieties may focus
on the specific preferences of the groups targeted. According to Price, women are more health
conscious, preferring more natural ingredients such as taurine, ginseng and guarana. Though some
products in the market already contain these additives, it has been researched that none of those
products contain high enough concentrations to deliver therapeutic or revitalising benefits. Therefore,
Red Bull should take advantage of this gap in the energy drinks market and develop an edition of
functional drinks with sufficient concentrations of all natural ingredients. Furthermore, ageing
consumers using coffee instead of energy drinks may be harder to target due to the lasting perception
of energy drinks being used by youngsters. As Red Bull’s ageing consumers are substituting energy
drinks for coffee, Red Bull has the opportunity to expand by entering the $50.2 billion coffee market. In
this way, Red Bull may appeal to the ageing segment of its consumers by developing a coffee based
functional drink.

Finally, Red Bull has been facing some challenges regarding stagnation in consumption of its products
and slight pressure from its competitors. The marketing strategy addressing the former issue was
suggested in this report; furthermore, the possible environmental consciousness change in consumer
perspectives may increase the need for health and dietary products to be addressed. In this context, a
marketing strategy was introduced, taking into account the first issue of extending Red Bull’s targeted
consumer groups and further improving product consumption by developing new products targeting
various age and gender groups.

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Recommendation for product development
Red Bull needs to enlarge its range of product. Indeed, it is first the opportunity for the brand to
personalize its relationship with its target, the more you are representative of your consumer profile
and personality, the bigger your sales. It is the case, for example, of Coca-Cola which has succeed in
offering a large range of product and that is now one of the biggest company, considering sales, in the
world. Moreover, enlarging its range of product is also a way to remain competitive towards its
competitors. Indeed, we have seen that Monster proposes a largest range of product to its customers,
and it is not the only one.

Red Bull has to understand that only focusing on the young public can be sometimes risky, moreover
with a product that has a premium pricing policy. This young target evolves and to remain competitive, a
brand has to conquer new targets but also to evolve with its current one. Indeed, I think that Red Bull
must continue its process of opening to new profiles, as we explained in the last part of our analysis.
This point goes hand in hand with the previous, to catch new market, Red Bull will have to adapt itself.

Red Bull has to pursue its amazing media strategy. If Red Bull is so appreciated by its consumers, it is not
only because of its drink, but more for the “World of Red Bull” that goes hand in hand with it. Indeed,
many people like Red Bull without ever having tasted its drink. This brand is a love brand. Red Bull has
then to manage and encourage its community to carry on their projects together and has to pursue this
so-loved craziness.

In general, the promotional activities should be focused on generating publicity and advertising the
product. By building a base of opinion leaders, (Key celebrities or athlete endorsements) Red bull can
successfully implement the pull strategy. The company needs to be more involved with the local music
and sports scenes even before entering the market. By supporting local activities, Red Bull should be
able to generate cult following from the young demography. For example, Red Bull can sponsor the local
UFC athletes or local training academies. Internet advertisements are another way to generate buzz and
increase product demand. By investing money on internet marketing, the brand will get visibility and
attract attention. In the long run, Red Bull should think about building brand loyalty. By building
consumer loyalty groups, the company can achieve this. I recommend having consumer group called the
“The Bulls” who would have a membership card and visible merchandise. Under the “The Bulls” there
will be sub groups, each involved in their own area of interest. An example of that will be the “Bulls
Team” for the racing industry. This group will be involved with sharing their knowledge and experience
with F1 racing at regular intervals. Dessert exploration teams, skydiving teams, paragliding teams or
other adventure teams could other examples in this criteria. The promotional activities should be used
to represent the brand and what it stands for. The management should tailor promotional activities in
such a way that, the people understand the total value from drinking red bull, not just the functional
aspect.

The brand has also to face many criticisms concerning its components. That is why I consider that Red
Bull should now adopt a clear speech about the bad uses of its drink. Indeed, if the brand has always
played on this “bad buzz” to make its business and then transform it into cheap advertising, Red Bull has
now to be honest and to guide its consumers into their consumption of Red Bull to keep its youth and
free image, and to be assimilated with danger and insecurity.

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Recommendation for market penetration
The strategy of promoting wellbeing and not a lifestyle has given the firm some strength hence
influencing majority of the consumers. The greatest mistake the firm did is targeting the wrong age.
Individuals of ages 16 to 29 are those who are after lifestyle more than they are after the well-being.
Focusing on such age brackets with different needs especially inclined to the lifestyle rather than well
being was a poor strategy and the management ought to have looked into that and corrected the
strategy. The people they should have targeted are those who sincerely need energy especially the sick
and the elderly who have very little energy content necessary for the attainment of their daily chaos.
Therefore, the management should have developed a proper marketing strategy which appeals to the
elderly and the sick unlike the marketing strategy that never appealed to the elderly or to the age
bracket that they were targeting.

Advertising on the lifestyle and the well being were an achievement and attraction points to various
consumers. Despite the fact that their marketing strategies were not appealing they continued to make
sales due to the fact that they advocated for selling a well being and not a lifestyle. Most people who
were interested in the well being purchased the products enormously and this gave them the increased
volumes of sales that have ensured that they are still in the market. The other reason is the kind of
products sold which are required to be disposed off soonest to avoid the spoiling of the goods thus
preventing any losses that may be incurred. There are those consumers who have poor health and when
they hear of products that can change their well being the buy in desperation and eventually develop a
liking for the product. It was for this same reason that Red Bull managed higher sales revenue despite
the fact that their marketing strategies were so poor.

The viral marketing was successful as those who purchased the product were able to pass the
information to other people. Viral marketing applies the use of other consumers in passing the message
to other people who may be interested in consuming a particular commodity. The message they had in
their marketing strategies had some potential in influencing the growth through attracting some few
who were to pass the information to the others. Although the viral marketing strategy worked to some
extent, the management of the firm and especially the marketing department should stop taking risks
associated with such kind of strategies since they mostly end up failing and cannot be effective in
industries with high number of firms hence increased competition levels.

It is important therefore for Red Bull to transform and translate the unconventiality in marking the
marketing strategies decisions. This is because the performance of a firm depends on the sales revenue
that is able to surpass the expenses and achieve the growth and expansion objectives. Attaining the
different objectives of marketing and the firm as a whole requires serious marketing strategies taking
into considerations the various firms within a given industries. Overcoming competition is an important
aspect of a firm if it has the vision and mission of being the best. After all, one way of attaining
competitive advantage is through ensuring that the firm is more competitive than the others.

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