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An overview and analysis of the industry/product category relevant to your brand/organization (e.g. food & beverage, fashion, health and fitness, entertainment etc.)
Discuss the external environment of your brand/organization and how it affects/helps its operation and performance.
Discuss the company culture and the perceived image of the brand/organization. Explain whether the brand culture matches the brand. Why or why not? What are your suggestions or solutions?
Write a detailed market analysis of the brand/organization. A market analysis is a quantitative and qualitative assessment of a market. It looks into the size of the market both in volume and in value, the various customer segments and buying patterns, the competition, and the economic environment in terms of barriers to entry and regulation.
Introduce the brand’s current segmentation strategies and the profiles of its current key publics. Identify the current trends in opinions, attitudes, and behaviors among your key publics. Keep in mind that key publics should not be limited to buyers/users of your product or service.
Discuss the brand’s/organization’s resources: staffing, facilities and intervening publics. Intervening publics refers to mass media outlets and/or influencers that you use to connect with your publics/stakeholders.
Discuss the brand’s current situation based on research: its challenges or opportunities, the potential difficulties that could impede success, and the core problem/opportunity.