The Strategic Role of Marketing and Brands

The Strategic Role of Marketing and Brands

Paper details:


To prepare for this Shared Activity:

Review the Readings. Focus on the module text chapters.
Review Figures 2.2, 2.3 and 2.4 in Chapter 2 of the module text. Consider the strengths and weaknesses of the organisation owning the brand you selected in Unit 1 from the Interbrand Web site.
Review the Sample Marketing Audit Checklist in your Readings for ideas on what to analyse.
Using online or other sources, explore SWOT analyses. Choose one or tailor one so that it makes sense to use for your organisation.
To complete this Shared Activity:

Conduct an internal audit on your selected organisation’s marketing strategy using a SWOT analysis. Identify the strengths, weaknesses, threats and opportunities you identified in the organisation’s internal environment using a SWOT matrix. Identify at least three items for each SWOT category.
Explain the strengths, weaknesses, opportunities and threats related to the internal environment of your selected organisation at the overall organisational level. Could any of the items that you listed cross different cells? For example, could something be both a strength and a weakness, or a strength and an opportunity? If so, explain, using concrete examples.