Situation & Assignment
You’ve landed your first job as an assistant brand manager. Your boss, Miranda Priestly, wants to make sure your company’s brand is remaining competitive, so she assigns you this project: The Brand Name: Alka Seltzer
- Review all publicly available information related to your brand and the product category
- Prepare a detailed analysis of your brand and product category, and
- Make three recommendations to improve your brand’s competitive position based on the findings of your research. Your recommendations should be specific to the US market.
- Market Analysis of Product Category—1000 words This part should focus on two areas: (a). Industry Analysis: What is the market situation for the category? Provide a short review of the market situation facing the brands in your competitive “space.” You should examine industry sales at the monetary level for the most recent 3-5 years, forecasts if available, trends within subsectors of your industry and market shares of main players. (b). Environmental Scan: This section should address topics such as: key consumer trends, crucial political issues, technological changes, legal/regulatory challenges, and/or shifts in the nature of the competitive landscape within your industry. Choose issues that generally affect the performance of all players (i.e., some brands are affected more and some less, but the issues affect the group as a whole).
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