Assignment task:
Choose a company brand (based within the United States) that has been in business for a minimum of 20 years.
Research the company based on the following components, which should be used as headings in your report.
(Refer to the Case Study: Student-Selected Company Template for more information and examples.)
Introduction [use this section vs. an Abstract]
In this section, give a brief overview of the main points that the readers will see in this report. This section last, though it appears first, so that you can include those points here.
Brand Chosen:
In this section, discuss the company that you selected for this case study to include its history, why it was formed, the organizational structure today, and an overview of the various products and services provided by the company. (Remember that, if you choose a fast-food company for this assignment, you cannot reuse the same company for the next case study that is focused on the fast-food industry. You would need to select another fast food company to research.)
Current Status:
In this section, describe the current status of the company in terms of sales growth or shrinkage, expansion or contraction of retail outlets, any partnerships, announced plans of changes coming to the company, etc. Is this company still relevant in the market today? Why or why not?
Adjustments in Portfolio:
In this section, describe any adjustments that have been made in the past to respond to the challenges of the market and the efforts to maintain the relevance of the brand. What were those challenges that were faced and what responses were made by the brand management team to overcome the challenges?
Online Presence:
In this section, describe how the company promotes its brand image via online tools if any. What digital promotional approaches like social media are being used? If the company is not using any online presence, state that fact, but expect to provide your recommendations in the next section for what should be done.
Brand Portfolio Adjustment Recommendations:
In this section, use the format of describing the existing status of each of the four marketing tools. Then add a paragraph within each section that describes what you would recommend changing in the brand strategies to grow brand equity. What could be done to acquire new customers, extend the brand to other target markets, etc.?
Product:
Describe current products offered under the company brand, what solutions those products give to consumers as value and why.
In a separate paragraph under this section, describe your recommendations to increase brand equity through the Product category.
Price:
Describe the current price structure for the products offered under the company brand, and where those prices fit on the overall price range within the same product category. Does the company price high with greater benefits or low as a cost saver and why?
In a separate paragraph under this section, describe your recommendations to increase brand equity through the Price category.
Placement:
Describe current distribution or placement strategies for products offered under the company brand, and what competition the company has in the distribution channels it uses.
In a separate paragraph under this section, describe your recommendations to increase brand equity through the Placement category.
Promotion:
Describe current promotional strategies (both in traditional media and in new digital media channels) for the products offered under the company brand. What is the messaging of those promotional strategies? What is the company trying to achieve through its promotional efforts?
In a separate paragraph under this section, describe your recommendations to increase brand equity through the Promotion category.
Services Recommendations:
In this section, describe how the company services its customers after the sale of the product to them. In the case of manufacturing companies, their customers may be retailers vs. end users of the products so the servicing would be to the retailers in the supply chain. In addition to analyzing how the company is providing service today, what recommendations would you give for how they could do better?
Recommendations for Christian Integration for Brand
In this section, describe how the company could take advantage of being blessed by God based on biblical principles of prosperity, appeal to its consumer base in general because of following moral principles in conducting marketing activities, and appeal to the Christian consumer community specifically? What current values of the company should change for its benefit?
Recommendations Summary:
In this section, provide the readers with an overview of the key recommendations that were given in this report. Often, these statements serve as "next steps" to be taken by the company's management team in the effort to improve the overall company equity.