The ability to conduct a strategic market analysis is key to the development of

by Caaltu · May 29, 2024

The ability to conduct a strategic market analysis is key to the development of a compelling brand strategy and brand platform. To conceive brand strategy, brand managers conduct a strategic analysis of the product-market in which the brand competes to discern opportunity for the brand to build a strong position with customers.
This analysis therefore requires a thorough diagnosis of the market environment in which the brand competes, and an interrogation of the brand’s ability to win in this market (Analysis of Micro and Macro environments).
The brand manager then formalizes the brand strategy–the brand positioning and the associations he/she aspires to create in customers’ minds. This strategy enables the pan-company alignment of functional strategies in support of brand and business objectives.
Your task: In this assignment you are expected to investigate a few elements that are part of a much broader brand strategy analysis:
From an analysis of the product-market in which Birkenstocks Footwear competes (35%):Explain its structure, evolution and 3-4 key qualifying dimensions (20%)
Determine the brands it competes against most directly, more indirectly and if any brands represent emerging competition (if any exist). Briefly explain your choices. (15%)
From an analysis of consumers of the product-market in which Birkenstocks Footwear competes (40%):Using Romaniuk’s Framework for CEP Generation determine the CEPs for consumers for the product-market in which Birkenstocks Footwear competes (15%)
Describe a needs-based segmentation model for the product-market in which Birkenstocks Footwear competes. Your answer should mirror the Luxury Hotel example completed in the second class. (25%)
From an analysis of how Birkenstocks Footwear competes in this product-market (25%):Infer the Leadership Philosophy for Birkenstocks Footwear (GBL Framework). It must follow the format used for the Patagonia and Starbucks examples in class. (25%)
Your key findings must be supported through referencing sources in a one-page appendix to your assignment. Your research for this assignment should include a review of publicly available information on the Internet and other sources, and your personal observations from visits to online and retail locations for the brand and its competitors. In keeping with academic rigour, insights and paper contents must be your own.
Max length: 3 pages + I page appendix for sources. You may use paragraphs, tables, diagrams sand bullet points as necessary. Use 12-point type, single spacing.