Brannigan Foods: Strategic Marketing Planning
Access the case: Click on this link
https://cb.hbsp.harvard.edu/cbmp/access/51781193,
register (follow the instructions on the web page), and purchase the case (it costs $4.25 for each student). Case Title: Brannigan Foods: Strategic Marketing Planning Scenario: This situation is a real dilemma for Bert Clark (vice-president and general manager of Brannigan Foods' Soup Division). Before he makes his decision, he wants to ask one more person with a "REAL" marketing expertise (the one who has read marketing textbook called "Marketing Management" and had an experience making decision as a CMO in Markstrat world). As you can guess, this person is "YOU" This is what he wants you to do:
1) He wants you discuss the advantages and disadvantages of each of the proposal Once you finished that, Bert wants you to choose which of the four manager's proposal that you think is the best (choose one). To convince Bert regarding your choice, you have to do the following lists:
2) You need to provide brief statement about the expectation or goal(s) that Bert can expect out of the proposal of your choice. Some of the example of the goals: investing in Brannigan's brand, focusing on short-term return, expanding Brannigan's brand portfolio, etc.
3) You need to provide justifications to support your goals above. Since he asked you based on your Marketing expertise, he wants you to provide some justifications from the point of view of Marketing. Below are the sources that you can cite from: a. Textbook b. Scholarly Journal c. News d. Case study online.
Attachment:- brannigan_case.rar