Mkt2236 group assignment as a group comprising 4 students

Question

GROUP ASSIGNMENT

My selected topic is jet airways.

As a group comprising 4 students, you are required to choose a brand and to propose a brand transformation plan for a real-world business problem.

The group course work includes:

• a group presentation

PRESENTATIONS: Q

When?

How long?

Which format?

How many slides?

What do I need to present?

Are there any questions after the presentation?

Each student should present?

When will I receive the presentation mark/feedback?

YOU NEED TO CHOOSE A BRAND -

Consider these areas first:

• Brand awareness: Is your brand one of the top of mind set?
• Perceived quality: Are customers happy with the brand quality?
• Brand associations: Is your brand linked to positive/favourable things?
• Customer loyalty: Are customers loyal to your brand?

If the answer is yes to all these questions, your task might be difficult.

If the answer is no to one or more, that's a good starting point for your coursework.

Focus on this area(s), and ask why, how, ...

1. SWOT: WHY?

1. To identify the main considerations for your transformation plan

2. The way any company has operated in the past is a starting point to determine where it will go and where it should go

3. Where we are currently, the factors that have contributed to this, and a review of what has been going well and what has been going badly and is in need of attention.

SWOT OUTCOMES?

• What competitors will you face?
• What's your differentiation point?
• What are the opportunities?
• What is going on that could dramatically change things?
• How might that lead to a fresh positioning of your brand?

2. IDENTIFY THE DRIVERS OF BRAND CHOICE

• Drivers of brand choice refer to how consumers might choose between different brands within a product category. What drives their brand selection?
• Consumer research can help you identify the different drivers of choice in the product category (here the focus should be the category your brand belongs to)
• What are the features (drivers, attributes) customers consider before buying a product?
• BUT do companies need to gain customer insights?

3. SELECT THE MARKET SPACE

• You need to select the market spaces that are most attractive and feasible for the brand to target and own
• The goal is to identify specific opportunities that are financially attractive and also available to capture
• Ideally, these are "white spaces" (not already owned by any existing brand) or are adjacent to where the company's brand currently plays.

Attachment:- Assignment.zip