Reference no: EM131233304 , Length:
Final Project - Overview
For this Final Project, imagine that an organizationthat owns and manages a brand is experiencing a critical downturn in its business (Shell lost -12% in Market value due to glut in the Oil industry). The organization needs to expand its brand offerings to be competitive in a global market. You are tasked with developing a new product (Biofuel)that would fit within this brand to introduce to a new international market (i.e. outside the organization's home market).
To select an organization and brand to feature, refer to Interbrand list of top 100 global brands for 2016 (https://interbrand.com/best-brands/best-global-brands/2015/ranking/). Select one brand from among the last 50 brands (i.e. 50-100) of the Interbrand list to feature in your Final Project. Choose a brand that is more focused on business-to-consumer (B2C) products. Brand is Shell #78 on the 2016 Interbrand list https://interbrand.com/best-brands/best-global-brands/2015/ranking/
Critical review of a current debate in marketing and brand management (1,500 words)
- Select a current debate in marketing and brand management.
- Search the Internet and identify a relevant article about the current debate you selected.
- To complete the critical review, compose an essay of approximately 1,500 words that includes the following:
- An introduction paragraph identifying the current debate you selected and why it interests you.
- A paragraph critically reviewing the article you identified.
- An explanation of what side, if any, you take in the debate, incorporating learning from all previous assignments. If you did not take a side, explain why.
- Link your critical review of the debate to Shell`s current position
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