PRINCIPLES OF MARKETING - BRAND ANALYSIS PROJECT
Overview
You will analyze a brand's marketing strategy and tactics, then, based on your findings, you will make three recommendations for improving the brand's competitive position in the marketplace.
Objectives
In this individually-written report (note that this is not a team project), you will demonstrate your writing, research abilities, and knowledge of concepts presented in this course. The assignment also gives you the chance to practice using charts and exhibits. As a bonus, the completed report can serve as your writing sample for internships and jobs.
Situation & Assignment
You've landed your first job as an assistant to a brand manager. Your boss, Miranda Priestly, wants to make sure your company's brand is remaining competitive, so she assigns you this project:
• Review all publically available information related to your focal brand and the product category
• Prepare a detailed analysis of your focal brand and product category, and
• Make three recommendations to improve your focal brand's competitive position based on the findings of your research. (recommendations should be specific to the US market)
Important First Steps
Each student should pick a brand within the assigned product category. No two students can use the same brand so selections will be first come first serve. For those not in class on September 6th, or unable to make a selection, the sign-up sheet will be posted on my office door for the upcoming week.
Writing Intensive Requirements
For each deliverable please lead with a memo to your boss, Miranda Priestly. This one-page document should include all pertinent info: to whom, from whom, date, subject, and a brief description of what is attached, and any pertinent info your boss should be aware of regarding your progress. This should be a stand alone page, meaning do not start your actual report below this information. (search google for memo templates) Remember you want to inspire confidence in your boss that you're on the right track and will deliver the final report on time.
Part 1: Market Analysis of Product Category-1250 words (due 9/23)
What is the market situation for the category and your brand? Provide a short review of the market situation facing the brands in your competitive "space" (your brand and its direct competitors). You should examine sales at either unit level or monetary level for the most recent 3-5 years, and trends within subsectors of your industry and market shares of main players.
This section should address issues happening at the macro level, also known as an "environmental scan." Topics such as; key consumer trends, a crucial political issue, a critical technological change, a shift in the nature of the competitive landscape, and/ or a key environmental force affecting the segment and competition. Choose issues that generally affect the performance of all players (i.e., some brands are affected more and some less, but the issues affect the group as a whole).
• You will want to refer primarily to the concepts discussed in Ch. 3 on Marketing Environment, Ch. 5 on Consumer Behavior.
Attachment:- SCANNING THE MARKETING.rar