Critical Situational Analysis and Business Justification
Choose one brand from the following:
Brut, Est 1964
YOU CANNOT CHOOSE ANOTHER BRAND.
Important: It is the original branded article that you must choose. Once you have chosen the brand you cannot change it. Therefore, you need to do some preliminary research to help you make your choice.
You are to adopt the role of a Brand Analyst. For your chosen branded article conduct a critical situational analysis (i.e. PRESTCOM) in which the branded article belongs. Mintel and/or Keynote must be utilised along with other secondary sources, see the module handbook for other sources.
Based upon your critical situational analysis you must demonstrate a need for a brand extension and provide a business related justification as to why your chosen branded article should be extended.
For the assignment one student are required to follow the following structure:
A Critical Situational Analysis
Students should demonstrate the need for a new brand extension and therefore within the critical situational analysis students should demonstrate a thorough understanding of the MACRO factors that can influence the development of a brand extension. Students must present background research on the chosen industry. This should be supported through referenced secondary sources.
Business related justification
Based upon the analysis presented, students must provide a business related justification as to why your chosen branded article should be extended. Students must make reference to key academics and secondary insights in order to justify the chosen branded article.
Key Administration Instructions
Use Ariel Format, font sizes 10 12.
1.5 line spacing
Use headings and sub-headings where necessary
Students must follow a report format and therefore a title page and contents page should be included
Appendices should be signposted within text and then placed at the end of the report.
Harvard referencing system should be appropriately adopted