Danone is a company based on healthy food (e.g., yogurt). They have a limited product mix, and many of their brands are not sold in here. Think about how they can build on their company brand/mission to expand their product mix or expand to other markets. Try getting creative and thinking outside the box. There should be recent articles on the company and industry.
As you each work on the Individual Part, you will do some research and find more about the company and the environment in which the company operates.
Outline for the Individual Assignment
Address each part directly and concisely, but with some explanation. Write in complete sentences/paragraphs and with appropriate headings/subheadings in APA format.
Include a list of resources (at least 4 besides the companys web site), using APA format for citing, and list references at the end. Be sure to cite all sources of information included within the paper (not just for direct quotes).
Try to limit this assignment to about 3-5 double-spaced pages.
I. Give a brief overview of your company/market and their current situation.
a. Describe the basic business, including the mix of products/services being offered.
b. Include some strong and weak parts of the company/marketer.
c. Include some key trends in the industry or marketing macroenvironment (external to the company). * See exhibit 3.5 for ideas/examples (and address each aspect in the exhibit).
II. Identify/profile the company/marketers primary target markets (including different segments) and how the company/marketer positions its brand(s) (i.e., what image it wants each brand to have in the minds of the target market customers).
III. Based on your early findings, identify some key marketing issues (e.g., challenges or opportunities) facing the company/marketer and some possible marketing strategies that could be used to improve success (given those challenges/opportunities).
