Reference no: EM133536974
Assignment
Develop an original brand audit report for Starbucks Coffee
Length: 4600 words
References: 8
Follow the layout below.
I. Table of Contents: Main topics and corresponding page numbers.
II. Executive Summary
III. Brand History and Profile
IV. Background about the industry
V. Company's Mission Statement
VI. SWOT Analysis
1. Strength
2. Weakness
3. Opportunities
4. Threats
VII. Marketing Strategies
1. Positioning
2. Branding
3. Company's Marketing Mix
A. Product
B. Price
C. Place
D. Promotion
a. Advertising
b. Personal selling
c. Promotions
d. Public relations
VIII. Consumer analysis (trends, segmentation, behavior)
IX. Brand inventory
1. Elements, current marketing programs, POPs, PODs
2. Branding strategies (extensions, sub-brands, etc.)
3. Brand portfolio analysis
4. Competitors' brand inventory
5. Strengths and weaknesses
X. Brand exploratory
1. Brand associations
2. Brand positioning analysis
XI. Brand equity evaluation
XII. Strategic brand management recommendations
XIII. References (APA style).