The writer will be required to generate a range of data analysis output from a variety of sources
and/or dataset. This include development of perceptual maps to demonstrate how the brand
is positioned against competitors, show how the chosen brand can be repositioned in a given
market, and show how this brand can own a new market/segment.
Individual coursework structure:
1) Brand overview/Current situation analysis:
The analysis technique to understand the brand’s strengths and
weaknesses, and for identifying new business ideas that allow the company to move
into new markets or target new segments. When performing this analysis, the most
careful attention should be paid to the main issues and considerations that currently
affect your chosen brand.
2) Data collection methodology
Here we need to measure what are the key performance measures. how did you
choose your measures? how will you collect your data (secondary or primary or
both), what data sources and methods are considered? When writing your data
collection methodology, it is important to justify your choices.
(APPENDIX 1 & APPENDIX 2)
3) Data analysis and findings
You need to source data from various sources to analyze the brand, its performance,
and compare with their main competitor performance.
To draw meaningful p e r c e p t u a l maps, you must specify the boundaries of the
market in which you’re interested. Once you’ve defined the market, you need to
specify the primary benefits customers consider when buying the product you are
interested in. To determine that primary benefits, you must first draw up a list of the
benefits offered by all the different products/brands in the market and gather data
on how customers perceive those benefits. When you have identified the primary
benefits, you are ready to collect data on how customers perceive the primary benefits
each brand offers, and then draw a positioning map by plotting the position of every
brand in the marketplace according to its customers’ perception of the primary benefits.
4) Recommendations
Based on the current situation analysis of the selected brand, your data analyses and
findings, what will be your recommendations to move this brand forward?
Grading criteria guidelines
The criteria outlined below are for guidance only and do not constitute a definitive marking
scheme:
Background of the chosen brand
Market definition
Identification of the primary benefits the chosen brand offers
Identification of the main competitors
Data collection methodology
Choice and use of secondary and primary data/sources
Visualizations and interpretation of the positioning maps
Data analysis and presentation
Recommendations for the branding strategy
Creativity and critical thinking throughout the report
Writing style throughout the report.
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