SBL1300 - New Product Development (NPD) & Brand Strategy - Business Report Writing & Theme “SHOES” Case Study - Business Assignment Help

Assignment Task -       

Instructions – Theme “SHOES”

Scenario: You are the marketing team working for a large company that makes products, and you are launching a brand extension via a new product into the Australian marketplace. This product could be currently internationally based or new to the global/ Australian market. 

It is critical that you gain a solid understanding of the industry that your chosen company operates in to ensure you present a well-informed business strategy for your product launch.

Task: As a team of four or five, you will be required to evaluate brands and their relationships with society including the new product/service development process. You will complete a comprehensive New Product Development (NPD) Brand Strategy Business report for a new product/service offering that will be entering the Australian marketplace. Your report should address the following:

1. The situation and background: Explain why the new product/ service is being launched. Describe the organisation’s/brand’s history, market positioning, what has been done to date. Why do you think this product will be successful in the marketplace?

2. Current product description- What does the company already sell? 

3. Strategy and objectives: What is your business strategy, goals, and objectives for the product/service launch? Consider both marketing and financial objectives.

4. Product/ Service description: This is your opportunity to share your new product/service. Describe the product/ service you are introducing into the Australian marketplace. Please ensure you are specific with your description. 

5. Target market(s): Explain your market segmentation and targeting approach? Who will you target and why? How does this current target market view competitive offerings in the market? This section will define in detail the target market in which you will be marketing your product and should outline how you conclude that this is the right target market for your product/service. Include Geographic, Demographics, Behavioural and Psychographic segmentation.

6. You should also state why this target market is going to use your product, and show what research has been conducted for you to form this conclusion…e.g., consumer decision making process, insights and research implications.

7. Positioning strategy: Explain and justify what your positioning strategy will be.  What is your positioning statement?

8. Explain the importance of developing business strategies to attract, retain and enhance customer relationships. What is your strategy to reach your customers?  How will they find you and what is your message?  

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