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Assignment - Marketing Product & Brand Management Jeep Paper
Description - Write a paper on the future of the Jeep Brand in the USA, particularly considering the launch of Ford's BRONCO brand in 2021 as well as potential threats from Toyota, Land Rover, etc. Cover the following:
1. Brand Positioning for the Jeep Brand (owned by Stellantis)
2. A brand portfolio recommendation for Jeep for 2025 including all sub-brands. You can eliminate existing sub-brands and add new ones. Assign a specific brand portfolio role to each brand. I covered brand portfolios as well as portfolio roles in my lecture on brand strategy.
3. An evaluation of sales channels for Jeep (currently dealerships) and how they could/should evolve.
4. A competitive matrix for Jeep and its competitors. Use the two-feature competitive landscape chart here to do this. Carefully consider the most important category benefits for Jeep against its competitors as you can choose only two.
5. An evaluation of Jeep manufacturing with specific assessment of electric vehicles. Will the brand need to build more plants or upgrade existing facilities? Make a recommendation from your research.
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