Due Date
May 24 Competitive Brand Strategy Analysis of Aroma Espresso Bar in the Canadian Market
The ability to conduct a strategic market analysis is key to the development of a compelling brand strategy and brand platform. To conceive brand strategy, brand managers conduct a strategic market analysis of the market in which the brand competes to discern opportunity for the brand to build a strong position with customers. This opportunity frequently stems from recognition that market players are underserving some customers in some manner. This analysis therefore requires both an external and internal analysis–an interrogation of the market environment in which the brand competes, and an interrogation of the brand’s ability to win in this market.
A brand platform is the means by which a brand strategist formalizes the intent of the brand strategy–the associations he/she aspires to create in customers’ minds–in a written form. This brand platform is used within organizations to ensure pan-company focus and alignment in the development of functional strategies in support of this brand strategy and to achieve this outcome.
Your Task:
In this assignment you are being asked to:
Conduct an external analysis of the market in which Aroma Espresso Bar competes and report your findings. This analysis must comprise 4 parts: A) Name the broad-product market in which the Aroma Espresso Bar competes and comment on the characteristics of this market. B) Comment on the broad environmental factors influencing future market health. C) Identify two key competititors for Aroma Espresso Bar and briefly comment on their competitive strategies. D) Describe a segmentation model for the broad product-market in which TBC BRAND competes (the narrow product-markets (submarkets) within this broad product-market). Your answer should identify qualifying and determining dimensions for each submarket, and be in the form of a table similar to Exhibit 4-12: Segmenting the Broad Product-Market for Motel Guests in a Large Urban Area in the article in the course kit: Focusing Marketing Strategy With Segmentation and Positioning.
Conduct a thorough internal analysis of how Aroma Espresso Bar competes within this market and report your findings. Your commentary should convey an understanding of the following aspects (if the information is publicly available or these aspects are observable): Aroma Espresso Bar heritage, mission, vision, values, key leadership, culture, core capabilities (assets and competencies) value proposition and marketing mix (a detailed review of its product, pricing, place, promotion and people strategies)
Infer Aroma Espresso Bar’s strategic platform (Brand Purpose and Brand Identity) from your internal analysis of this brand. Use the formats, “Aroma Espresso Bar exists…” and Aaker’s Brand Identity. (See examples in lecture notes and in the Aaker text)
Your key findings must be supported through referencing sources in a one-page appendix to your assignment. Your research for this assignment should include a thorough review of publicly available information on the Internet and from other sources, and your personal observations from visits to online and retail locations and those of its competitors. In keeping with academic rigour, insights and paper contents must be your own.
Max length: 5 pages + I page appendix for sources
Value: 25%
Please find some guidelines and the weighting for components of the 3 assignments:
Competitive Brand Strategy Analysis:
External analysis: Approx. 3 pages. A) 10% B) 10% C) 10% D) 20%
Internal Analysis: Approx. 1 page. 25%
Aroma Espresso Bar Strategic Platform: 1 page (Brand purpose 5%, Brand Identity 20%) 25%