Students will conduct an in-depth analysis of the industry in which their brand competes by applying frameworks and other tools and concepts learned in the course. The objective of this process is to understand the current situation of the brand versus competitors and unveil opportunities. This phase may involve some field work such as visiting retail stores and conducting interviews with consumers. Potential questions you may want to ask during this phase are: 1. Who is the brand’s target consumer? 2. Is the brand growing or losing market share? 3. What is the competition doing? 4. Is the brand’s Marketing Mix (4 P’s/ 7P’s) consistent with the brand’s positioning? 5. What are some of the strengths & weaknesses (SWOT Analysis) of the brand? 6. What are some of the opportunities & threats (SWOT) for the brand?
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