Adaptive Branding- A Marketing Plan Research Project (Due End of Week 12) You will, by Week...
Fantastic news! We've Found the answer you've been seeking!
Question:
Transcribed Image Text:
Adaptive Branding- A Marketing Plan Research Project (Due End of Week 12) You will, by Week # 3, have selected a brand you want to develop a Plan for, in which you will make recommendations for changes and/or enhancements to the current brand's position in the marketplace. This plan is not to exceed 20 pages in length, exclusive of appendices, if any. Make sure you do not make a statement of fact in this Plan without one or more peer-reviewed sources to support it. The Plan is to be composed in Word using APA citation format and uploaded to the proper Assignment location on Blackboard. This Capstone Project is worth 25% of the course grade. The following captions incorporate this Branding Plan. You should address your research findings to each of the following captions: I. THE EXECUTIVE SUMMARY (1-2 pages) Give a brief description of the company, the selected brand, its functionality and/ value offering. II. ANALYSIS OF THE BUSINESS ENVIRONMENT (3-4 pages) Describe national trends that will affect the brand. Consider demographic changes, legislative actions, technological changes, economic trends, etc. Provide here a SWOT analysis of your brands strengths and weaknesses, and the external environment creating opportunities and/or threats to your brand. III. ANALYSIS OF THE TARGET MARKET (2-3 pages) Use one or more of the common bases for segmentation: demographics, psychographics, geography, benefits, and/or usage. IV. COMPETITVE FORCES ANALYSIS (2-3 pages) a. Describe the brand's competitive advantage in terms of quality, price, selection, location, and service. Include here a set of POPS (points of parity to the competition) and PODs (points of difference to the competition). b. Identify the strengths and weaknesses of competitors to the brand, with respect to the following checklist: Market share; product quality; quality of service; pricing; amount of advertising and promotion. Include a perceptual map of your brand versus the competition, using two positioning variables (avoid reliance only on price and quality). V. PROMOTION MIX STRATEGIES (3-4 pages) a. List, discuss, and mix the "tools in the promotional toolbox" you will use - sales and direct marketing. advertising, public relations, and/or sales promotion. b. Include a mention of media placement for any of the "tools" you plan to use. VI. MANAGEMENT AND PERSONNEL ( <1 page) Include a paragraph describing the education and work experience of the firm's marketing executives and work experiences. VII. CONCLUSION AND EVALUATION (2-3 pages) List the assumptions you made while completing your presentation. State which assumptions must hold Adaptive Branding- A Marketing Plan Research Project (Due End of Week 12) You will, by Week # 3, have selected a brand you want to develop a Plan for, in which you will make recommendations for changes and/or enhancements to the current brand's position in the marketplace. This plan is not to exceed 20 pages in length, exclusive of appendices, if any. Make sure you do not make a statement of fact in this Plan without one or more peer-reviewed sources to support it. The Plan is to be composed in Word using APA citation format and uploaded to the proper Assignment location on Blackboard. This Capstone Project is worth 25% of the course grade. The following captions incorporate this Branding Plan. You should address your research findings to each of the following captions: I. THE EXECUTIVE SUMMARY (1-2 pages) Give a brief description of the company, the selected brand, its functionality and/ value offering. II. ANALYSIS OF THE BUSINESS ENVIRONMENT (3-4 pages) Describe national trends that will affect the brand. Consider demographic changes, legislative actions, technological changes, economic trends, etc. Provide here a SWOT analysis of your brands strengths and weaknesses, and the external environment creating opportunities and/or threats to your brand. III. ANALYSIS OF THE TARGET MARKET (2-3 pages) Use one or more of the common bases for segmentation: demographics, psychographics, geography, benefits, and/or usage. IV. COMPETITVE FORCES ANALYSIS (2-3 pages) a. Describe the brand's competitive advantage in terms of quality, price, selection, location, and service. Include here a set of POPS (points of parity to the competition) and PODs (points of difference to the competition). b. Identify the strengths and weaknesses of competitors to the brand, with respect to the following checklist: Market share; product quality; quality of service; pricing; amount of advertising and promotion. Include a perceptual map of your brand versus the competition, using two positioning variables (avoid reliance only on price and quality). V. PROMOTION MIX STRATEGIES (3-4 pages) a. List, discuss, and mix the "tools in the promotional toolbox" you will use - sales and direct marketing. advertising, public relations, and/or sales promotion. b. Include a mention of media placement for any of the "tools" you plan to use. VI. MANAGEMENT AND PERSONNEL ( <1 page) Include a paragraph describing the education and work experience of the firm's marketing executives and work experiences. VII. CONCLUSION AND EVALUATION (2-3 pages) List the assumptions you made while completing your presentation. State which assumptions must hold
Expert Answer:
Answer rating: 100% (QA)
HM Company Executive Summary Hennes Mauritz is a Swedish based multinational fashion company known for its fastfashion clothingretails The Company is known for fashioned clothes for men women children ... View the full answer
Related Book For
Research Methods For Business Students
ISBN: 9781292208787
8th Edition
Authors: Mark Saunders, Philip Lewis, Adrian Thornhill
Posted Date:
Students also viewed these marketing questions
-
Adaptive Branding- A Marketing Plan Research Project (Due End of Week 12) You will, by Week # 3, have selected a brand you want to develop a Plan for, in which you will make recommendations for...
-
Planning is one of the most important management functions in any business. A front office managers first step in planning should involve determine the departments goals. Planning also includes...
-
List three specific parts of the Case Guide, Objectives and Strategy Section (See below) that you had the most difficulty understanding. Describe your current understanding of these parts. Provide...
-
Each of the following passages may be plausibly criticized by some who conclude that it contains a fallacy, but each may be defended by some who deny that the argument is fallacious. Discuss the...
-
Mark Ventura has just purchased an annuity to begin payment at the end of 2016 (that is the date of the first payment). Assume it is now the beginning of the year 2014. The annuity is for $8,000 per...
-
Find the specified areas for a standard normal distribution. (a) The area below z = 2.10 (b) The area above z = 1.25
-
What is a gender ideology, and how is it expressed in society?
-
The Beranek Company, whose stock price is now $25, needs to raise $20 million in common stock. Underwriters have informed the firms management that they must price the new issue to the public at $22...
-
The enzyme phosphofructokinase catalyzes the reaction: fructose-6-phosphate + ATP fructose-1,6-bisphosphate + ADP The diagram below shows the sites of interaction of ATP with the enzyme. The enzyme...
-
How would the companys cash needs change for the company in Examples 14-1 to 14-5 if the third project started in May instead of February and the retention was not released until the following year?
-
Write a letter addressed to the secretary of the university senate in which you answer the following questions. How well can students pay attention to classroom activities (such as a lecture) if they...
-
Describe how men and women experience divorce differently -. use the following headings for this response -"Men Experience Divorce" and "Women Experience Divorce". Explain why the divorce rate rose...
-
courtyard by Marriott Toronto airport. detailed analysis on existing and new competitors and how they are different then the courtyard Marriott hotel Toronto airport. focus on the affiliation with...
-
What is the public's general expectation on program implementation?
-
What proactive measure can managers and vendors use to mitigate the risk from technology projects such as EHR and other interoperability implementation? What role do patients play in technology...
-
How do I write an analysis that will answers the questions below on t he Leadership of Dr. William Dar case ( Transforming ICRISAT) (a) Which of Dr. Dar's actions do you agree with and why. Which do...
-
2:21. Activity 4 EVAL... Activity: Module 3 Lesson 2 Group yourselves into 5 members per group. Each group will choose/identify one multimodal text (print advertisement) and insert the photo in your...
-
Use this circle graph to answer following Exercises. 1. What fraction of areas maintained by the National Park Service are designated as National Recreation Areas? 2. What fraction of areas...
-
Draft a plan for your project report, show it to your friends and compare your plan with those they have drafted. Explain the reason for any differences between your plan and those of your friends.
-
Josef is entering the final year of a four-year sandwich programme, reading for a BSc in Banking and Finance. He spent his third year in an internship, gaining work experience in a small credit union...
-
What are the principal ethical issues you will need to consider irrespective of the particular research methods that you use?
-
Does the fact that selling is included as part of the promotional mix weaken or strengthen its role as a sub-element of marketing?
-
Discuss the role and function of selling.
-
Comment on why the proposed changes to sales processes are necessary. Also, which changes would you recommend in terms of their: (a) selling activities? (b) sales value proposition?
Study smarter with the SolutionInn App