- 08 Mar, 2021
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Marketing Plan
BRAND INVESTIGATION (Individual): you will investigate the marketing strategy being used by a well known
brand and compare it to the top two brands in the product/service category and write up a summary
report. The submitted reports should be 6 (minimum) – 8 (maximum)
pages in length (excluding appendixes, figures, tables, and references). A requirement of the assignment is
to include pictures highlighting product and promotion elements. Use Times New Roman of size 12 point, 2
lines spacing, left-justified, 1-inch margins on all sides.
Note: BRAND NAME IS “Zara”.
Brand Investigation Overview:
For this individual student project, you will choose a company/brand and conduct an investigation into your assessment of the brand. The key outcome of your investigation is to show how your chosen brand is different or similar to its primary competitors.
• This assignment is around 5-6 pages in length and should follow the following outline.
• Your paper is not a formal thesis paper but will use a working document outline format.
a. Company name and description
b. Strategic focus and plan
i. Mission/vision/Goals
ii. Core competency and sustainable advantage
iii. Primary competitors
c. Description of targeting and positioning
i. Target Markets
ii. Positioning strategy
d. Marketing Program Strategy and Tactics overview
i. Product Strategy
ii. Price Strategy
iii. Promotion Strategy
iv. Distribution Strategy