MKT304A Assessment 3 – Case Study Analysis

Assessment Brief
ProgramBachelor of Business
Subject codeMKT304A
Subject nameBrand and Product Management
Assessment titleAssessment 3 – Case Study Analysis
Group or individual assessmentIndividual
Length2500 words (+/-10%)
                Learning outcomes addressedThis assessments addresses the following learning outcomes:   Analyse the role of brand and product strategy in the organisation.Identify problems and questions in relation to contemporary brand and product management.Discuss the issues and challenges businesses face in successfullyAssess the marketplace in terms of the consumer, competitors, trends and organisational objectives. f)    Evaluate brand and product performance through the application of relevant key performance indicators and other metrics.
  Submission date  11:55pm Friday of Week 11
Total marks100 Marks
Weighting40%
Results 

Assessment Brief:

Section 1

The Brand Report Card Report by Kevin Lane Keller.

Available here: https://hbr.org/2000/01/the-brand-report-card

Please read.

Section 2

Using the information in the Brand Report Card by Kevin Lane Keller and the theory you gained during this trimester please select a brand from the list and answer the following 10 questions. Each question is worth 10 marks.

Brand Selection

Qantas McDonalds Pepsi Boost Juice Myers

Questions

  • How does the brand excel at delivering the benefits customers truly desire?
  • How does the brand stay relevant?
  • How is the pricing strategy based on the consumers’ perception of value?
  • Is the brand positioned properly?
  • Is the brand consistent with their marketing program?
  • Does the brand portfolio and hierarchy make sense?
  • Does the brand make use and co-ordinates a full repertoire of marketing activities to build brand equity?
  • Do you believe the brand understand what it means to the consumers eg “who am I?
  • Do you believe the company who owns the brand or the brand itself offers proper ongoing marketing programs to support the brand?
  • In your opinion do you see evidence that the brand monitor’s its sources of brand equity?

Marking criteria

 Excellent 10-9Good 8-7Average 6-5Not adequate 4-3
Each of the 10 questions are worth 10 marksClear information provided, well answered, shows strong evidence of independent thought usedsupported by relevant examplesGood information provided, shows some independent thought and examples Basic information provided, small independent thought Lacking in information and independent thought but some information providedNot enough information provided
Total points   /100 points
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