imagine that an organisation that owns and manages a brand is experiencing a critical downturn in its business. The
organisation needs to expand its brand offerings to be competitive in a global market. You are tasked with developing a new
product that would fit within this brand to introduce to a new international market (i.e. outside the organisation’s home
market).
To select an organisation and brand to feature, refer to Interbrand’s list of top 100 global brands. An Interbrand report is
included in the Unit 1 Readings. Select one brand from among the last 50 brands (i.e. 50–100) of the Interbrand list to
feature in your Final Project. Choose a brand that is more focused on business-to-consumer (B2C) products.
http://www.bestglobalbrands.com/previous-years/2013
The academic resources should not older than 5 years and Harvard style referencing is to be used.
During the course of developing this Final Project, you will be conducting research in the following areas:
• Organisational business strategy and objectives
• Organisational internal and external environments
• Brand marketing strategy and objectives
• Market research approaches
• Marketing communications, with an emphasis on the opportunities afforded by digital communications
• Strategies for building a competitive advantage
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