Individual Report 60% (2,000 Words) Individual report Students are asked to choose a particular brand/company within the market that they segmented in their group project and evaluate their chosen brand on three elements: targeting strategy, pricing strategy, and branding strategy. For each of these elements, students are required to discuss the current strategy taken by the company and provide suggestions for future improvements. Targeting, pricing, and branding strategies will be discussed in the class over the semester. Students will be provided with appropriate frameworks to these strategies. Multiple case studies discussed on each topic will also help students to evaluate strategies and provide actionable recommendations. The report should include: 1. section A- Brief overview of the brand (Desk research using SWOT or 5Cs) 2. section B- Targeting strategy (current strategy, your recommendations) Students are expected to refer to the segmentation table that they create in their group projects (attach it as a picture) and discuss which one(s) of those segments that you have identified the brand is targeting and how (e.g., multisegment approach, niche targeting,…). After an explanation of the current strategies, they can outline their evaluations and recommendations for future improvements. 3. section C- Pricing strategy (current strategy, your recommendations) Students are not asked to calculate any prices but rather to give an overall overview of the type of pricing strategy(s) that their choice of company is using (e.g., penetration pricing, price skimming, premium pricing, bundle pricing, freemium pricing, etc). After an elaboration on the company’s pricing strategy(s), they are expected to outline their own evaluation and recommendations. 4. section D- Branding strategy (current strategy, your recommendations) In class we will discuss three branding strategies (mind-share, emotional, and cultural). In this section, students are expected to explain which one(s) of these strategies the brand is using and why. After an elaboration on company’s branding strategy, they can outline their evaluations and recommendations for future improvements. Please see attached the group project which you will determine the market segmentation
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