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Assessment One brief: Critical Situational Analysis and Business Justification
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1) Choose one brand from the following: Hipp Organic EST 1899 or Tiptree Conserves EST 1885 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. PART A: Critical Analysis of Source brand 2) 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 Kantar Media must be utilised along with other secondary sources, see the module handbook for other sources. Choose three PRESTCOM factors only. You may add a table in the appendices with an outline of PRESTCOM factors and summarise key factors (three) within the report highlighting key trends. Note – you are to analyse the UK market only 3) 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. Here, at least three good quality and contemporary journal articles must be used to enrich justification.
• 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.