The RELATIONSHIP APPLICATION describing the brand extension initiatives of Virgin Group indicates entry into many new markets, several of which are unrelated. Have the different markets created any problems for the extension initiatives?
Answer to relevant QuestionsExamine the Fortune Brands website (www.fortunebrands.com). Analyze and evaluate the strategic initiatives used by Fortune Brands in their strategic brand management. Discuss the underlying logic of managing brand portfolio. How does improving product quality lower the cost of producing a product? Suppose management of a raw material supplier is interested in performing a financial analysis of a distribution channel comprised of manufacturers, distributors, and retailers. Outline an approach for doing the analysis. Why might a manufacturer choose to enter a conventional channel of distribution?
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