1. Examine the Newell Brands website (http://www.newellbrands.com). How does Yankee Candle create value for Newell Brands? (Hint: Evaluate Yankee Candle using SWOT analysis to answer the question).

2. Refresh your memory about marketing strategy by doing an online search of “BCG growth share matrix." Then go to http://www.ycscentsystems.com/ to learn more about Scent Systems and the ScentIlligent approach to experiential branding. Is this new strategic business unit (SBU) for Yankee Candle likely to be a star, question mark, or dog in terms of the BCG growth share matrix? Explain your answer.

Synopsis:   Yankee Candle (YCC) is a leading manufacturer, wholesaler, and retailer of premium scented candles and accessories in the $70 billion giftware industry. YCC grew steadily since its beginning in 1969. This case highlights innovative retailing strategies as the company has gone from a publicly traded firm back to privately owned through turbulent economic times. The case can be used to examine strategic issues via SWOT analysis (which may include ratio analysis) or more tactical market segmentation definition from secondary data (Mediamark, 2009).