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1. Introduction: Briefly introduce the assigned brand (industry, market position, relevance). If the company is international, select one specific region to

analyze.

2. 3. SWOT analysis: Discuss the internal strengths and weaknesses and the external opportunities and threats in the region that you have chosen.

TOWS matrix: Develop the TOWS matrix by combining SWOT elements. Make sure to clearly identify the strategies that you are merging (e.g.: for a “SO”

strategy, “S1O3”, meaning that you merge the first strength mentioned in the SWOT and third opportunity). These strategies inherently involve

decisions about targeting specific segments and positioning the brand effectively to leverage strengths or mitigate weaknesses.

4. Targeted recommendations: Provide clear recommendations based on the previous analysis, addressing how the brand can target particular consumer

segments and adapt its positioning to meet market demands.

5. Implementation plan: The timeline and tasks ensure the targeted strategies are actionable and trackable.

6. Conclusion: Summarize key findings.

7. References

Wordcount: 2000 words (+/- 10%)

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• Font: Arial 12,5 pts.

• The in-text References and the Bibliography have to be in Harvard’s citation style.