A company self-examination. What are we known for? Who do we want to become?In this assignment, you will create a Situation Analysis for one (1) of the following companies / brands: Fiat Chrysler, IBM, Burger King, or Old SpiceEach of these four (4) companies (Fiat Chrysler, IBM, Burger King, and Old Spice) has been through numerous changes in recent years. For this assignment, select only one (1) company / brand. Use the information listed, as well as your own knowledge and research, to complete the provided situation analysis template. Additional research should include the use of the company’s Website, the course textbook, and other online sources.Click here to download the required template.Submit the completed template via the Assignment 2 submission link.*Remember to only select one (1) brand from the options below (click on Option A, Option B, or Option C to view each available brand).Option A Option B Option C Option D Old SpiceHistoryThe first Old Spice ® product, called Early American Old Spice for women, was introduced in 1937, closely followed by Old Spice for men in 1938. The Old Spice products were manufactured by the Shulton Company that was founded in 1934 by William Lightfoot Schultz.Early American Old Spice was developed around a colonial theme. When Old Spice was introduced, William Lightfoot Schultz was interested in maintaining a colonial framework for those products and chose a nautical theme for Old Spice. Thus, sailing ships, in particular colonial sailing ships, were used as a trademark. Through continuous use and advertising, the various ships have become a valuable trademark identifying the Old Spice product for men.Procter & Gamble purchased the Old Spice fragrances, Skin Care and Antiperspirant and Deodorant products from the Shulton Company in June 1990. Since purchasing the Old Spice line, the company has continued to provide many of the original Old Spice products, as well as introducing several new products that have enhanced the Old Spice line. However, the business’s prime target market were primarily the older generations and was known as the “Grandfather” Smell.If there was a defining moment when advertisers started to get a proper handle on social media marketing, it was when an ex-American football star called Isaiah Mustafa was drafted in to save Old Spice from oblivion. Promising women he was “the man your man could smell like” would go on to be hailed as one of the most popular ever viral campaigns.The campaign was so different from much of the formulaic work that prevailed at the time and helped convince other mainstream advertisers that they needed to push the boundaries if they were going to connect with a younger generation of consumer who had become desensitized to the effects of traditional marketing. What made its success all the more astonishing was that the campaign was for Old Spice, a neglected Procter & Gamble brand that had lost ground to more hip rivals such as Axe and whose very name seemed to underline how outdated it had become.Moreover, it discovered that women were responsible for more than 50% of bodywash purchases – an insight that defined the strategy of the first ad that debuted during the Super Bowl on 8 February 2010. W&K quickly followed up with an interactive digital campaign capitalizing on the popularity of the “Old Spice Guy” in which he responded to personal video messages from his fans.Its success went beyond the wildest dreams of agency and client with 5.9 million YouTube views on the first day alone. By the end of 2010, Old Spice had become the leading bodywash brand for US men with sales up 125%.
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Assignment 2
Situation Analysis
Based on what you’ve learned so far in this course, regarding the 5 Cs, 4Ps, and STP, complete
the assessment questions below. Submit the completed template in the Week 10 assignment
submission link.
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (Fiat Chrysler, IBM, Burger King, or Old Spice):
1. Customers
Who are the current customers/users? Include information related to demographics,
psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
For example: You could include information such as whether the brand is trying to appeal to a
certain social or cultural group and how customers perceive the product/brand. It’s also possible
to include demographic information related to: age, educational attainment, geographic area,
gender, race, employment status and/or home ownership. Additionally, you can discuss
psychographic information which includes those attributes that relate to personality, values,
attitudes, interests, or lifestyles of people. This area is also related to situational life stages as
well as customer beliefs, and how customers want to see themselves and be perceived. Some
examples of psychographic groups include video gamers, soccer moms, sports fanatics, hipsters,
and single moms. Life cycle stages include: retirees, new homeowners, college students and new
parents. Be aware that some products/brands may appeal to a wider customer base than others.
[Insert response]
What do the customers buy/use?
[Insert response]
What changes can the company/brand expect in the future? How can the company/brand
better serve its customers?
(For example, you could include information about the current demand for the product/brand,
and how it is changing or has changed including possible variations or modifications in the
future. You may also determine/discuss if the brand/company can take advantage or has taken
advantage of the changes. It’s also possible to consider and talk about whether the product/brand
is a less expensive substitute, perhaps, or maybe a product/brand that is easier to use with more
features.)
[Insert response]
© 2018 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1186 (6-13-2018)
Page 1 of 4
Assignment 2
Situation Analysis
Opportunities (Make sure you label why you call each item an opportunity):
1. [Insert response]
2. [Insert response]
3. [Insert response]
Threats: (Make sure you label why you call each item a threat):
1. [Insert response]
2. [Insert response]
3. [Insert response]
2. Company
This Section Discusses what the brand is currently.
Identify strengths and weaknesses of the company/brand as it exists today, providing at
least 3 strengths and 3 weaknesses. What does the company/brand do well and not so well
at this very moment?
List 3 Strengths (Make sure you label why you call each item a Strength):
1. [Insert response]
2. [Insert response]
3. [Insert response]
List 3 Weaknesses: (Make sure you label why you call each item a weakness):
1. [Insert response]
2. [Insert response]
3. [Insert response]
This Section deals with what the company/brand needs to become.
How can the company/brand improve its weaknesses and maintain or grow its strengths?
Suggest how the company/brand can improve upon the things it does well and not so well.
[Insert response]
3. Context
© 2018 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1186 (6-13-2018)
Page 2 of 4
Assignment 2
Situation Analysis
Define the current business environment. Include information about political, legal,
economic technological and societal factors that may influence sales.
For example: You could perhaps discuss the current trends and conditions for this Industry and
for the brand. It’s possible to include information about how the Economy affects this industry.
This could include changes in income: are people losing jobs, or getting paid more? Changes in
spending habits could be considered as well. Other factors such as use of public transportation
and shopping online may also be relevant. Whether or not the product is high-tech, or state-ofthe-art can be also be included in describing the context. For example, are there other companies
producing new versions of the product? Is the market changing quickly? How is technology
affecting this product or service? Are there any new laws that may affect the brand?
Political Environment: [Insert response]
Legal: [Insert response]
Economic: [Insert response]
Technological: [Insert response]
Societal/Sociocultural: [Insert response]
4. Collaborators
Define the business partnerships. Does the company/brand have any current partnerships?
What other company/brand may be a good partner for them?
Current Partnerships and the discussion on them: [Insert response]
Proposed Partnerships and the discussion them: [Insert response]
5. Competitors
Who are the main competitors? Label and discuss the top three competitors and why you
consider them a competitor.
Competitor 1: [Insert response]
Competitor 2: [Insert response]
Competitor 3: [Insert response]
6. Recommendations
Based upon the analysis you just completed in this worksheet, what are three (3) key
recommendations that you could pass along to Management regarding the future direction
© 2018 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1186 (6-13-2018)
Page 3 of 4
Assignment 2
Situation Analysis
of the company you selected? Discuss why you have created these strategies and why you
think they should be undertaken and work for the business.
1.Recommendation #1 and the Defense of the Recommendation: [Insert response]
2. Recommendation #2 and the Defense of the Recommendation: [Insert response]
3. Recommendation #3 and the Defense of the Recommendation: [Insert response]
© 2018 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1186 (6-13-2018)
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