Question

Topic: Student Questions

Resource Audit

Posted by Anonymous on 9/3/2009 at 1:53 PM ET 250 Points
Hi everyone,
I am writing a Marketing Analysis coursework on the Evian company, world's leader in mineral bottled water. I am asked to concentrate on the marketing mix and then to use the resource audit (or another method) to suggest how realistic the marketing communication actually is, but I am ensure about how to do it. Also, the company is a subsidiary of the Group Danone, and financial reports are only available from the Danone website, divided by departments (although waters comes always together with fresh dairy products and dairy nutrition and never alone). Do you have any idea on how I could carry on my coursework? Any suggestion on another tool I could use to fulfil my task would also be appreciated.

Thanks a lot for your help.
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RESPONSES

  • Posted by Gary Bloomer on 9/3/2009 at 9:02 PM Accepted
    Dear sabrybett.

    As Randall says, you have quite a task ahead of you, but the thing you really need to pay attention to is a more persistent approach to your research.

    The answers are there, but you've got to be willing to go and find them.

    With the news practically awash with reports about landfills, chemicals in water, sustainability, recycling, and waste I find your statement that you don't know what kinds of questions to ask difficult to believe.

    Think literally and laterally. Read the news, listen to opinions, ask questions, collate answers. Without exploration there can be no discovery.

    You're not a member here, on Marketing Profs? Then join.
    Basic membership is free. Sign up and get involved.

    Danone don't give an e-mail address? They do, but you have to be willing to look. Here's the e-mail address for the press relations department: press.relations@danone.com

    Can you get at least some of this information from Danone's annual report?

    Yes.

    But again, you have to take the time to look for it, otherwise you're never going to get anywhere. All this research is hard work but it's a skill you'll find helpful if you're going to make any kind of career in marketing analysis.

    Here's Danone's annual report link for 2008.

    https://www.danone08.com/

    And if you go to www.danone.com and click on: NEWS, then click on MEDIA, then click on DOWNLOAD CENTRE (right of the page, in the middle)... you'll find FOUR PAGES of multiple reports, files, and PDFs.

    Don't get me wrong here. I'm not trying to give you a hard time.

    But you've GOT to get used to the idea of figuring some of this stuff out for yourself.

    Here's why:

    One day, several years from now, your boss may dump a late breaking research request on your desk at 5:00 p.m. on a Friday with a "I-need-this-on-my-desk-by-8:30am-on- Monday-have-a-nice-weekend-see-ya!" as the door slams behind her.

    When this happens (and it will), and when everyone else has left for the holiday weekend (which they will have done), on that evening, you'll need your research skills.

    I hope this helps. Good luck.

    Gary Bloomer
    Wilmington, DE, USA

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