Use marketing to grow K-W’s Blue brand

The executive summary asks you to critically reflect on your decisions and the performance. Here is a brief explanation of what you should do under each heading:

Overview

· Briefly summarize the task. What where you asked to do?

The Problem

· Based on your analysis of the information provided to you, briefly explain why you think K-W’s Blue Brand is struggling?

The Solution

· Briefly explain how you did the address the problem(s) above. What was your strategy? And how did you execute it (i.e. tactical marketing decisions)?

Highlights

· Briefly summarise key points (success/failure) in the four year journey. What went well/ what didn’t go well?

Key to success

· Critically reflect on WHY you succeeded/failed?

Highlights

· Summarize the cumulative profits, revenues and the final market share that you’ve achieved after 4 years.