GROUP ASSIGNMENT
My selected topic is jet airways.
As a group comprising 4 students, you are required to choose a brand and to propose a brand transformation plan for a real-world business problem.
The group course work includes:
PRESENTATIONS: Q
When?
How long?
Which format?
How many slides?
What do I need to present?
Are there any questions after the presentation?
Each student should present?
When will I receive the presentation mark/feedback?
YOU NEED TO CHOOSE A BRAND -
Consider these areas first:
- Brand awareness: Is your brand one of the top of mind set?
- Perceived quality: Are customers happy with the brand quality?
- Brand associations: Is your brand linked to positive/favourable things?
- Customer loyalty: Are customers loyal to your brand?
If the answer is yes to all these questions, your task might be difficult.
If the answer is no to one or more, that's a good starting point for your coursework.
Focus on this area(s), and ask why, how, ...
1. SWOT: WHY?
1. To identify the main considerations for your transformation plan
2. The way any company has operated in the past is a starting point to determine where it will go and where it should go
3. Where we are currently, the factors that have contributed to this, and a review of what has been going well and what has been going badly and is in need of attention.
SWOT OUTCOMES?
- What competitors will you face?
- What's your differentiation point?
- What are the opportunities?
- What is going on that could dramatically change things?
- How might that lead to a fresh positioning of your brand?
2. IDENTIFY THE DRIVERS OF BRAND CHOICE
- Drivers of brand choice refer to how consumers might choose between different brands within a product category. What drives their brand selection?
- Consumer research can help you identify the different drivers of choice in the product category (here the focus should be the category your brand belongs to)
- What are the features (drivers, attributes) customers consider before buying a product?
- BUT do companies need to gain customer insights?
3. SELECT THE MARKET SPACE
- You need to select the market spaces that are most attractive and feasible for the brand to target and own
- The goal is to identify specific opportunities that are financially attractive and also available to capture
- Ideally, these are "white spaces" (not already owned by any existing brand) or are adjacent to where the company's brand currently plays.
Attachment:- Assignment.zip