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Author
Silvera, Israel
Fadli, Meriem
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Abstract
No business can sustain in the uncertainty of the marketplace without a serious involvement in the relevant strategic components. Unlike the classic theory of economics, that reassures companies of the rationality of the marketplace and the agents involved in it (consumers, partners, competitors, etc.); what we learn from Behavioral Economics is that most actions stem from irrationality therefor increasing the ambiguity and unpredictability of events that have a direct impact on businesses.
To navigate safely ambiguity companies must design and commit to a strategic watch to react appropriately to impactful events. The pandemic had thought us difficult lessons on how much uncertainty can hurt businesses. Hence, if business cannot control external variables, they can control their reactions and potential outcomes.
This master thesis is an example of how The Brand Company can utilize strategic intelligence to navigate safely the current state of the world. The methodology of our thesis will follow the design of strategic analysis along with scientific research.
The methodology starts with a thorough internal analysis of the different dimensions of the company’s activity, we will be able to conclude from this section the strengths and weaknesses that describe the company’s performance. Then, we will move to a deep analysis of the marketplace and the forces at play, this section will be divided on the PESTEL variables and the competitive analysis. The third section, SWOT and the reversed matrix will allow us to evaluate the strategic performance and potential of the company and their featured product The Goddess of Water. We will then move to the fourth section, which will assess the strategic marketing of the company, the conveyed positioning and brand perception confronted with the actual consumer perception to evaluate the deviation. This section will be supported with quantitative and qualitative research to segment, target and position the brand appropriately. The last section of the thesis will focus on the operational questions, how the company will utilize the strategic conclusions in the marketing and logistical aspects of the internationalization of the product.
We commit in this thesis to follow thoroughly all the relevant academic learnings and professional skills acquired through our team’s experience and teachings of various subjects. Moreover, we commit to academic and scientific rigor in the results, conclusions and recommendations reached throughout the different sections of the thesis.
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