When you are just about finished with your research, MCS CEO, Jillian Best, decides to check in on your progress. She emails you requesting that you provide a list of the sources you are using for analysis:

 

INBOX: 1 New Message

 

Subject: Sources for Slate Project

 

From: Jillian Best, CEO, MCS

 

To: You

 

I know that you’re deep into your analysis of the Slate, Inc. case, but I wanted to preview your work and check in on the  sources of information you are using to develop your report. Slate has asked to examine the sources of secondary research that we are using in our report to ensure their quality and originality. Accordingly, I want you to share the list of references you have been using to research Slate’s competitors.

 

Deliverable: Provide a reference list derived from your research that has a minimum of four scholarly and 16 reliable, nonscholarly sources (20 in all).  

 

I suggest using reliable nonscholarly sources, such as Reuters, Bloomberg, Yahoo! Finance, Barrons.com, Morningstar.com,  Money,  Forbes,  Fortune,  Financial Times,  Statista,  The  Wall Street Journal, and  Harvard Business Review, as well as UMGC Library databases, such as Hoover’s, IBIS World, and ABI-Inform.

 

All sources should be referenced using APA formatting.

 

Thanks for your hard work,

 

Jillian

 

Email signature with MCS corporate logo, Jillian Best, Chief Executive Officer, and contact info

 

Submit your reference list to the Assignments folder. Then proceed to the next step, where you will write your brand analysis report.

 

Step 6: Submit Your Brand Analysis Report

 

Required Readings

 

Chapters 7 and 16

 

Lancaster, G., & Massingham, L. (2018).  Essentials of marketing management  (2nd ed.). Routledge.

 

Deliverable: Based on your research of the two companies’ brands, write a 13-page report (six pages separately on each company under its own heading, and each brand element supported separately under its own subheading, plus one page for recommendations to Slate) that addresses the following  branding elements :

 

1. brand personality

 

2. brand image

 

3. brand identity

 

4. brand differentiation

 

5. brand positioning

 

6. brand communication

 

7. brand loyalty

 

8. brand equity (including financial equity)

 

As you examine these branding elements, your report should also answer the following questions:

 

1. How strong are the companies’ brands in the market?

 

2. What are the factors contributing to their strengths and weaknesses?

 

3. How are these two brands competing against each other? How strong is their global performance?

 

4. How do consumers perceive their brands?

 

5. Are there any sub-brands? Are there any brand extensions?

 

Support your work with course readings, scholarly sources, and reliable nonscholarly sources, such as Reuters, Bloomberg, Yahoo! Finance, Barrons.com, Morningstar.com,  Money,  Forbes,  Fortune, the  Financial Times,  Statista, the  Wall Street Journal, and  Harvard Business Review, as well as UMGC Library databases, such as Hoover’s, IBIS World, and ABI-Inform. All sources have to be cited using APA formatting, both within the text and in the reference list.

 

Your report to Carlos should be 13 pages (12-page brand analysis plus one page for recommendations to Slate), excluding cover page, the reference list, and appendices. Any graphics, tables, and figures should be included as appendices. Your report should have one-inch margins and be double spaced in 12-point Times New Roman font. The report should be organized using headings and subheadings to improve its readability.

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