The Strategic Role of Data and Information in Red Bull & Lucozade

This report analyzes the role of data and information in the marketing strategies of Red Bull and Lucozade, highlighting the competitive nature of the energy drink industry and the importance of understanding consumer behavior. It discusses the nature of data, including primary and secondary sources, and its usage in identifying competitor plans, understanding consumer tastes, reducing wastage, and creating value. The report emphasizes the use of database management systems (DBMS) for data storage and market research as a backbone for strategic decision-making. It also provides an example of delivering business insights through graphs and histograms, enabling market share identification and value proposition development. The report concludes that information is crucial for gaining consumer insights and competitive advantage, recommending the incorporation of DBMS and MIS for effective data management and the implementation of data collection according to specific requirements. This document is available on Desklib, where students can find a variety of study resources.

Red bull/
Lucozade Energy
Role of information and data

Introduction
This presentation will discuss;
• The role information in the industry
• The nature of data that was discovered
• Usage of data
• Data Storage
• An example of Data usage
• Role of market research

Role of information and Data
• Highly competitive industry
• Idea about the competitor’s strategies
• Idea regarding consumer behavior (Mai, 2016)
• Helps in market segmentation
• Helps in value creation

Nature of data
• Various types of data used
• Depends on the nature of information
• Primary data is used of current information
• Secondary data is used for identifying trends
• Primary interviews are conducted for qualitative
information

Information Usage
• Identifying competitors’ plans
• Awareness regarding consumer tastes
• Reducing wastage
• Value creation
• Gaining competitive advantage (Noe et al., 2017)

Storage using DBMS
• Collected data is stored in databases of the companies
(Horikawa, 2013).
• Used when appropriate
• Can be accessed whenever needed
• Helps in identifying specific information

Example- Delivering Business
insights
• Graphs and histograms regarding purchase behavior can
help in creation of trends.
• Market share identification
• Value proposition identification
• Helps in implementing strategic decisions

Role of market research
• Backbone of strategies (Zikmund et al., 2013)
• Helps in storing relevant information
• Management information system helps in organization of
data
• Market research helps the companies decide there
strategies
• Helps eliminate wastage and invest were necessary

Summary
• Info is crucial for getting consumer insights
• It is useful to gaining competitive advantage
• The use of DBMS and MIS should be incorporated
• Market research is crucial
• Collection of data should be implemented according to the
requirements.

REFERENCES
Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017). Human
resource management: Gaining a competitive advantage. New York, NY:
McGraw-Hill Education.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business
research methods. Cengage Learning.
Mai, J. E. (2016). Looking for information: A survey of research on
information seeking, needs, and behavior. Emerald Group Publishing.
Horikawa, T. (2013, June). Latch-free data structures for DBMS: design,
implementation, and evaluation. In Proceedings of the 2013 ACM SIGMOD
International Conference on Management of Data (pp. 409-420). ACM.