What is my brand? What is the core proposition of my brand? What do my customers/clients/employees think about my brand? Who are the competing brands and what are they doing? What opportunities are emerging and what can threaten the brand?

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Brand Inventory and Brand Exploratory

 

Write a report on a digital brand (COCA COLA).
Brand Audit (Parts A, B & C)
A brand audit enables the organisation to know what factors are contributing to a brands performance. An audit gathers and evaluates information about the brand and competing brands. It can be used to answer questions such as; what is my brand? What is the core proposition of my brand? What do my customers/clients/employees think about my brand? Who are the competing brands and what are they doing? What opportunities are emerging and what can threaten the brand? To do this, each student must first agree an appropriate level of analysis (corporate, umbrella, or product brand) and an appropriate geographical coverage (global, regional, or local). Then you must gather information on characteristics such as; brand essence, brand positioning, differentiating attributes, presentation of the brand, and monitoring and evaluation processes. Lastly, identify and critically analyse the key differences from the brand exploratory to the brand inventory. A variety of sources should be used to assemble this profile. You should consult business publications, trade magazines, journal articles, books, and company sources such as annual reports and websites. Market research evidence would also be beneficial.


TASK GUIDANCE:

The following is provided as guidance and structure to your audit:
A) Brand Inventory:

• Coca Cola History and Introduction.
• Brand audit.
• Identify all brand elements (logos, symbols, characters, packaging, slogans, trademarks.)
• Identify and analyze the pertinent attributes of the brand (pricing, communications) and other relevant marketing activities: Target Market, Market Share, Competitor analysis.
• Profile direct and indirect competitor brands for points of parity and points of difference
a. Understand what consumers’ current perceptions may be based on
b. Assess perceptions of line and product extensions by customers and distribution channels.

B) Brand Exploratory:

• Analysis of any prior research studies (Has any research been done on the brand?) (What consumers say about any research that was conducted).
• Analysis of media – interpretation of brand and product category
• Generate exploratory quantitative survey and analyse results

a. Uncover current knowledge structures of the core brand and its competitors. Develop
a detailed and accurate profile or “mental map” of brand knowledge structures from the brand exploratory
b. Determine depth and breadth of brand awareness, brand image (CBBE model) and necessary points of parity and points of difference with respect to the brands competition.


C) Key differences between the Brand Inventory and Brand Exploratory

• Critical evaluation of the key differences
• Which one(s) do you believe are significant to customer perception and to the overall appeal of the brand
• If few/little differences are found explain and justify why.

Design and subsequently validate a proposed rail network system for the City of Cardiff.

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Proposed rail network system for the City of Cardiff.

Design and subsequently validate a proposed rail network system for the City of Cardiff. You are to develop a conceptual plan the system that will entice commuters from their vehicles and use the transportation system to its fullest extent.

Identify factors related to product selection or revenue. Predict why customers are leaving (e.g., inactive for long). Predict the customer future purchases for new offers.

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Marketing Analytics – Individual Coursework

Sky5 is a fictitious retailer that sells clothing and home items (similar to Zara) in the US. The retailer is seeking various ways to growing its business. It has launched a few promotion campaigns recently; it is exploring the potential to launch clothing rental service (e.g., it run a short survey to examine people’s intentions); it is also open to ideas to extend the business to other product categories or services. In this project, your task is to use marketing analytical tools to aid in future decisions about the company. You cannot do everything so that you must be selective about the topic, techniques and data used.

The dataset about Sky5 has been posted to the module webpage of KEATS. Two versions of dataset (SPSS and Excel) are available. You can find the details about each variable in the SPSS file. The data includes a representative sample of customers with information integrated from several sources (e.g., survey, transaction record, information from third parties). Part of your task is to examine what information is available in the dataset and then to decide on your research topic. You do not have to make use of all the variables but rather only those that you believe are useful for your research topic.

There may be many research topics that you can explore. The following are only a few examples and you are encouraged to explore other creative ideas:

• Segment customers to identify those who are most valuable for products

• Identify factors related to product selection or revenue.

• Predict why customers are leaving (e.g., inactive for long).

• Predict the customer future purchases for new offers.

• Develop new product ideas, e.g., related to lifestyle, technology or media Individual Report

Assignment Details

You will follow your proposal to perform the analyses and write a report (<2,500 words, double spaced, Times New Roman 11-points). Your report will consist of the following:

• Executive Summary – One-page, a non-technical summary of key points of your entire report.

• Introduction – Describe your research topic and explain why it is important.

• Methodologies – Describe the data used (e.g., including how you pre-process the

data, recode some variables if any, select certain samples) and the techniques used (e.g., why uses some methods over the others, their relative advantages and disadvantages).

• Results & Limitations – Summarize your findings. You may have run many analyses, but you should report only those findings that are relevant and meaningful to your research problems. You must indicate, where appropriate, whether your findings are statistically significant. Add tables & figures if they

help to illustrate your results. Note any limitations that you are not able to

address in the report.

• Business implications – Based on your findings, discuss the business implications

and recommendations.

Indicative Structure

Title Page

Executive Summary

Introduction

Methodologies

Results & Limitations

Business Implications

Reference List

Appendix: SPSS, Excel, or R outputs

Marking Criteria

Your report will be evaluated in terms of:

Not included in the wordcount. Approx. 150 words

Approx. 300 words

Approx. 700 words

Approx. 900 words

Approx. 450 words

Not included in the wordcount. Not included in the wordcount.

• (1) idea, method and research design;

• (2) quality of data analysis and interpretation of results;

• (3) quality of business implications; and

• (4) clarity and readability of the report.

How does the initial website promote the organization’s purpose? How does the organization tell their story (in relation to their overall mission)? Does the website provide easy access to information? Does the website provide current information?

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Wells Fargo

Essentials of Marketing and Management

The Fall 2021 Semester Project will engage students in the study of organizational management and marketing as it applies to well-known for-profit or non-profit organization. During the course, much of the study will focus on public and private companies, but it is also important for students to understand that these concepts apply to all organizations, including those in the nonprofit sector.

Project Description

Over the course of the semester, students will work in a self-selected 2-3-person group to conduct a critical analysis of the management and marketing processes or practices of an organization. . Groups may select a company or organization from the listing posted on Blackboard. As groups make their selection from the organization listing, the names of the group members and the name of the organization should be sent to me by email for approval. Organization assignments are made on a first come/first served basis by the date/time stamp of the email. No two groups will be allowed to research the same organization. The syllabus has been revised to require students obtain instructor approval of the organization

Project Requirements

The Semester Project is a 2-part written assignment that requires you to examine a company or organization. Each submission will require a 3-5-page, well -written analysis of the organization you are studying. The page limit does not include the required cover sheet, references, and any necessary figures, tables, or appendices. References and/or other sources of information (e.g., an interview with an organization officer or employee) should be disclosed in the reference section of each paper.

A grading rubric for the semester project is included on Blackboard. Despite our best efforts, none of our work is ever perfect. However, written documents should substantially avoid distracting grammatical and mechanical errors (i.e., spelling, capitalization, punctuation, etc.).

Part 1 – Management and Organizational Behavior

Part 1 will include a 3-5-page report that covers two areas: (1) organizational overview and (2) organization analysis from six perspectives.

Organizational Introduction and Overview – Present an overview of the organization, including the name, type of organization (e.g., for profit, non profit, government, education, etc.), organizational mission/purpose, headquarters location, size (financially and number of employees), date of founding, public reputation, and recent news (within the last 2 years) or publicity about the organization.

Management Review – Present and evaluate the organization using the following six perspectives:

Leadership – describe the top management structure and if available address the collaborations that support the organization’s operations (e.g., unions, team/group leadership, etc.)
Organizational Structure – address the structure in terms of hierarchy, geography, etc.
Organizational Culture – discuss the organization’s culture based on readings and/or other documented insights (e.g., employee/leadership interviews, organizational publications, website information, etc.)
Innovation – discuss how the culture supports innovation and give examples that have occurred within the last five years. Also discuss how these innovations have advanced the mission or purpose of the organization.
Diversity and Employee Professional Development – discuss how the organization advances diversity and professional development; what evidence supports your review and how does the organization benefit from these processes.
Organizational Ethics – discuss the organization from an ethical perspective

Conclusion – In closing, summarize your overall evaluation of the organization’s management and structure. Identify areas that are exemplary and suggest recommendations for management improvements. Discuss your expectations with respect to the organization’s future continuity and growth.

Part 2 – Marketing (I ONLY NEED YOU TO WORK ON THIS PART) ON WELLS FARGO

Overview of Marketing Methods – Provide a 3-5-page report on the type and value of the organization’s marketing methods. If you choose a nonprofit organization you may encounter more unique terminology for marketing efforts. However, the organization must acquire donors and provide appropriate channels for providing their service or delivering their product. It is important that you examine these areas from a marketing perspective.

It is suggested that you approach Part 2 of this assignment through significant use of the organization’s website; other resources may also be useful.

Initial Website Review
How does the initial website promote the organization’s purpose?
How does the organization tell their story (in relation to their overall mission)?
Does the website provide easy access to information?
Does the website provide current information?
How does the website engage with customers, suppliers, (or donors and volunteers)?

Marketing Operations and Marketing Innovation
Identify and discuss the organization’s marketing staff
Describe the organization’s marketing strategy (research; is there evidence of a marketing strategy).
Describe the target market and methods for communication
Discuss how the concepts of B2B and B2C marketing apply to the organization.
Discuss the use of marketing analytics within the organization

For Nonprofit Organizations Address Employment and Volunteer Opportunities – Describe the processes the organization uses to seek employees and volunteers. Identify at least 3 current employment opportunities with the organization.

Conclusion – Summarize your report with a closing that suggest recommendations for marketing improvements and expectations regarding the future opportunities for the organization.

Report Format

Each part of this assignment requires a 3-5-page, single-spaced report (double spaces between paragraphs), with 1-inch margins all around. Please structure your paper in a manner that clearly shows transitions to the next topic (e.g., you may use the outlined sections noted above to separate the major divisions within the report). Readers of your work need to be guided through the paper, so organization (with headings and appropriate paragraph flow) is very important. The report also should include a cover sheet, table of contents, references, and appendices, however these pages are not included in the 3-5 required pages.

Critically identify the company Buyer Persona (who are the consumers? What they want?) and the company value proposition (what is the unique benefit that the company offer to them?)

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Critically review and evaluate the marketing of ONE of the following brands provided in the document below

Focus on the current situation and the marketing the brands are currently using. The brands are international but to provide more focus, you can concentrate on their activity in one country such as USA, UK or China etc.; or focus on part of their business

e.g. women’s fashion.

What you have to do:

1. UNDERSTAND. The marketplace, the company, the consumers (materials that support this section are from weeks 1-4)

Conduct a critical review of the company’s position (situation analysis) in the industry by employing MAXIMUM ONE of the following tools (approximately 400 words): SWOT, PEST(EL).

Critically identify the company Buyer Persona (who are the consumers? What they want?) and the company value proposition (what is the unique benefit that the company offer to them?) (approximately 400 words).

2. ANALYSE. The marketing strategy (materials that support this section are from weeks 5-8)

Carry out an in-depth marketing strategy analysis by using MAXIMUM TWO of the following marketing areas (approximately 1200 words):

Product/Service – Pricing strategy – Communication -Distribution/ Channel management

3. IMPLICATIONS. So What? What are the opportunities?

Write specific, feasible and consistent recommendations based on the evidence from the analysis (approximately 500 words).

Scholarship: Make sure you use a variety of sources and provide accurate references: here you can find information.

What kind of feedback would be helpful for you? What are specific questions you might have as you go deeper into the research process?

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Sample Touchstone

DIRECTIONS: You may choose any topic you wish as long as the topic has two clear sides and is not agreed upon by most of society. Your topic should be current, appropriate for an academic context and should have a focus suitable for a 6-8 page essay.

In order to foster learning and growth, all essays you submit must be newly written specifically for this course. Any recycled work will be sent back with a 0, and you will be given one attempt to redo the Touchstone.

Learning to conduct research is important because it is a skill you will use both in academia and in your professional life. It improves critical thinking and empowers you to find information for yourself. Consider the process of researching as a whole. What was the most challenging aspect of the process for you? (2-3 sentences)
The working thesis statement is a proposed answer to your research question. It should clearly identify a debatable topic and take a position on one side of that topic. Analyze the effectiveness of your working thesis statement. (3-4 sentences)
A detailed outline is an effective tool for laying out the progression of an argument. It allows you to consider the arrangement and organization of your ideas, as well as choose places to incorporate outside source materials. Review your detailed outline and summarize the argument you’ve presented. (3-4 sentences)
You will use the same topic on three of the remaining Touchstones in this course. What kind of feedback would be helpful for you? What are specific questions you might have as you go deeper into the research process? (2-3 sentences)

Do you think influencers should have to disclose which posts are sponsored or not? Have you ever been unsure about an endorsement (Instagram, podcast ad, radio ad, etc), not knowing whether it was sponsored?

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Endorsement

In 2019, the FTC started to crack down on Instagram influencers who were not disclosing which of their posts were sponsored. Do you think influencers should have to disclose which posts are sponsored or not? Have you ever been unsure about an endorsement (Instagram, podcast ad, radio ad, etc), not knowing whether it was sponsored? If a consumer were to discover that an influencer was indeed sponsored, in what stage of the purchase process do think effectiveness might be most affected? Why?

Explain which evaluation system you found rendered the most useful results and which you would use to present to you superiors at Carnival Cruise Lines.

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Paper: Case Study

You are in your second year as a Marketing Analyst for Carnival Cruise Lines. As we see the struggles cruise companies dealt with out of COVID 19, you have been requested to perform a SWOT analysis on the company as they prepare for re-opening and bringing their product back into full swing.

Perform a SWOT analysis, and then perform the same evaluation using the 7 domains framework in your text (see page 70). Explain which evaluation system you found rendered the most useful results and which you would use to present to you superiors at Carnival Cruise Lines.

All of this information should be focused to support your recommended target market. All 4 academic source’s must be properly cited. No plagiarism.

The assignment should be a minimum of 2500 words and meet the writing specifications of APA 7 format with proper in-text citation.

NOTE: Be sure to follow the SWOT analysis and then address the 7 domains as to how they relate to Carnival Cruise Lines, then make Recommendations (strategies/solutions) to your findings from both analyses.

Keep in mind – NO 1st person – remain objective. Also review the suggestions may to case 1 analysis and in the Course Documents folder.

Which members of the buying center should the salesperson focus on when selling to your firm? Why? Explain how the buying process differs between organizations and consumers as it would be applied to the organization you have selected.

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The buying center

Apply the buying center concept to a firm, a nonprofit organization government agency, or a government agency you work for, or are familiar with, for the purchase of new laptop computers for their employees.

Begin by briefly summarizing your selected organization. What is it? What does it do?

List the different roles in a buying center and analyze who (from your selected firm, nonprofit organization, or government agency) would occupy the different roles of the buying center.

Justify the reason for selecting these job titles or departments for the various roles in the buying center. Which members of the buying center should the salesperson focus on when selling to your firm? Why? Explain how the buying process differs between organizations and consumers as it would be applied to the organization you have selected.

iew the entire video, then write a short 200 word essay explaining how this video illustrates at least 3 key marketing concepts from Chapter 13.

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Marketing concepts

https://www.viddler.com/embed/a909949d

View the entire video, then write a short 200 word essay explaining how this video illustrates at least 3 key marketing concepts marketing concepts from Chapter 13. from Chapter 13. Bold type the two or three words that describe each of the three key marketing concepts that you are explaining.

As a part of this assignment you are required to support your paper with at least one CREDIBLE outside source which you can find by searching the college data bases, online resources, or business publications. Be sure to cite and reference these sources in proper APA format.