MAN306 Business Strategy
Questions:
Assumes that a regulatory shift has taken place in Australia and both the sale and advertising of e-cigarettes and vaping will be legal from January 1st 2020. (Regulations for traditional tobacco remain unchanged). You will focus on Imperial Brands Blu brand and you will develop an appropriate plan for its launch in Australia.More specifically your assignment should contain the following headings / sections:
Introduction
Introduce your assignment content. Describe the strategic marketing management process (as covered in the unit). Define brand strategy and discuss the significance of branding to the tobacco manufacturers.
Strategic overview
Provide a brief overview of Imperial Brands current mission, strategic intent and longer term strategies. Discuss in some detail the strategic rationale for e-cigarettes and Blu’s launch in Australia - for this purpose be sure to use a product-market strategic planning tool and key tobacco industry marketing concepts and themes covered in this unit.
Opportunities, segmentation and key challenges in Australia
Briefly describe potential market opportunity for Blu in Australia. Following the segmentation process, identify and describe a logical market segment for Blu to target in Australia, justifying your selection (NB. this element is the main component for this section of the assignment). Briefly describe the key challenges for Blu in the Australian market.
Brand marketing strategy, implementation and evaluation
Initially briefly relate specific strategic objectives for the Blu brand in Australia. Then describe in detail appropriate brand marketing objectives for Blu in the first year after launch (these must relate to the brand equity dimensions covered in the unit). To do this effectively you should present Brand Health Tracking pyramid examples (as presented in this units) to illustrate how these objectives change in the first 3 months, 6 months and 12 months after launch. In doing so you should discuss the dynamic of the BHT and how it relates to consumer decision making, describing how the shape of BHT pyramids informs appropriate communication objectives. Finally briefly consider what the challenges / objectives for the brand are likely to be in the longer term, e.g., in three to five years assuming that regulation comes into place.
Conclusion
Brief overview that reiterates the importance of strategic planning and stress the significance of implementing an effective brand strategy.
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