Adaptive Branding Plan-UBER

I.
THE EXECUTIVE SUMMARY (1page)
Give a brief description of the company, the selected brand, its functionality and/ value offering
.
Summarize the recommendations you will make in the Plan. Think of this as akin to a term paper abstract.

II. ANALYSIS OF THE BUSINESS ENVIRONMENT (2 pages)
Describe national trends that will affect the brand.
Consider demographic changes, legislative actions,
technological changes, economic trends, etc.
Provide here a SWOT analysis of your brands strengths and
weaknesses, and the external environment cr
eating opportunities and/or threats to your brand.

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III. ANALYSIS OF THE TARGET MARKET
(1/1 2 pages)
Use one or more of the common bases for segmentation: demographics, psychographics, geography,
benefits, and/or usage.

V. COMPETITVE FORCES ANALYSIS (1/1 2pages)
a. Describe the brand’s competitive advantage in terms of quality, price, selection, location, and service
Include here a set of POPs (points of parity to the competition) and PODs (points of difference to the
competition).
b. Identify the strengths and weaknesses of competitors to the brand,
with respect to the following
checklist:
Market share; product quality; quality of service; pricing; amount of advertising and
promotion
. Include a perceptual map of your brand versus the competition, using t
wo positioning
variables (avoid reliance only on price and quality).

V.
PROMOTION MIX STRATEGIES (2 pages)
a. List, discuss, and mix the “tools in the promotional toolbox” you will use–direct marketing,
advertising, public relations,
personal selling,
and/or
sales promotion.
b. Include a mention of media placement for any of the “tools” you plan to use.
NOTE: This is the pivotal section of your Plan
;
you will specify your recommendations for improving
whatever the current branding is for your chosen brand
and justify
why
you think this will work
.
VI
. CONCLUSION AND EVALUATION (1/1 2 pages)
List the assumptions you made while completing your presentation.
State which assumptions must hold
true in order for a sustainable conclusion.
VII
. REFERENCES (1 page)
A “Work Cited” page in APA
format

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