Southwest Airlines

Adaptive Branding- A Marketing Plan Research Project.
Make recommendations for changes and/or enhancements to the current brand’s position in the marketplace. Make sure you do not make a statement of fact in this Plan without one or more sources to support it. The Plan is to be composed in Word using APA citation format.

The following captions incorporate this Branding Plan. You should address your research findings to each of the following captions:

I. THE EXECUTIVE SUMMARY (2 pages)
Give a brief description of the company, the selected brand, its functionality and/ value offering.

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 creating opportunities and/or threats to your brand.

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

IV. COMPETITVE FORCES ANALYSIS (2 pages)
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 two 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 – sales and direct marketing, advertising, public relations, and/or sales promotion.
b. Include a mention of media placement for any of the “tools” you plan to use.

VI. MANAGEMENT AND PERSONNEL (<1 page)
Include a paragraph describing the education and work experience of the firm’s marketing executives and work experiences.

VII. CONCLUSION AND EVALUATION (2 pages)
List the assumptions you made while completing your presentation. State which assumptions must hold true in order for a sustainable conclusion.

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