This document is a business case report from May 10, 2009 created by a team of 5 people. It provides an analysis of a company's branding strategy, including an executive summary, analysis of the company, market, and brand, as well as a proposed 10-year growth agenda, communications plan, and media strategy to strengthen the company's branding. The goal is to analyze opportunities to improve the company's corporate and brand strategies.

1. CMA Integrated Branding
Business Case II
May 10, 2009
Team:
Kumarie Perera
Monique Tang
Kevin Smith
Lauren Turchet
Suresh Parmachand
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2. 1.0 Executive Summary
1.1 Objectives
1.2 Goals
2.0 Company Summary
2.1 Corporate Strategy
2.2 Brand Strategy
2.2.1 Brand Essence
2.3 Strategic Imperatives
3.0 Market Analysis
3.1 Competitive Landscape
3.2 Market Trends
3.3 SWOT
3.4 PEST
3.5 Consumer Analysis
4.0 Brand Analysis
4.1 Perceptual Maps (Service/Product)
4.2
5.0 Growth Agenda
5.1 10 year plan
5.2 Brand
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3. 5.3 Strategic Partnerships
5.3.1 Business Screen (BCG Matrix)
5.3.2 Ansoff Matrix
5.4 Mergers & Acquisitions
5.5 Market Expansion Strategies
5.6 Brand Essence and Identity
5.7
6.0 Communications Plan
7.0 Media Strategy
7.1 Media Mix Analysis
7.2 Customer Targeting
7.3 Media Mix Proposal
7.4 Financial Summary
7.4.1 Return On Investment
8.0 Conclusion
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4. 9.0
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