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Assignment Questions: 1

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Assignment Questions:

1.Assess Mavi's current brand architecture and portfolio. Does Mavi have the optimal architecture for its growth plans? Why or why not? (4 points)

2. For its growth goals, what adjustments (if any) would you make to Mavi's
choice of target market and value proposition, and would you extend the
Mavi brand up-market and/or down-market or not at all? Why? (4 points)

3. How extendable is the Mavi brand domestically? internationally?
Which countries would you expand to and why? Would you use the
shower, cluster, or waterfall strategy of expansion? Why? (6 points)

4. If Mavi decides to extend its brand, compare the pros and cons of the
following 3 possible brand architectures the company could use:

(a)a Branded House (using Mavi as the only brand on all offerings).

(b) a House of Brands (preserving Mavi for the mass market brand and
using different brand names in the premium or fast fashion segments).

(c) Some type of Sub-Branding (combining Mavi with new sub-brand
names for the premium or fast- fashion segments). (12 points)

5. Explain in detail with supporting rationale what Brand Architecture you
recommend for Mavi. (4 points)

6. Evaluate the pros and cons for Mavi of the 3 positioning options
"Perfect Fit", “Maviterranean", and “Celebrity Endorsement".
Which positioning option do you recommend? Why? (4 points)

Guidelines:

1.Utilization of some of the techniques, frameworks and learnings developed and discussed in class that you consider applicable to the case situation with the case situation and your recommendations mapped on to them. The applications and linkages of the frameworks to the case situation should be lucidly presented. The frameworks should not be levitating in mid-air divorced from the case situation.

2.Qualitative and quantitative analysis backing up your assessment of the situation and your recommended strategy and action plan. Creative conceptual analyses, and cogent rationale and quantitative analysis supporting your analysis and recommendations regarding strategy and action plans will count towards the grade.

3.The presentation need not follow exactly the same sequence of questions in the assignment. You may structure the presentation covering the assignment questions in a different sequence, but the overall presentation should be cogent, lucid, and well structured. Effective content and presentation will count towards the grade.

4.You may take the perspective of the protagonists having been asked by top management to provide a detailed assessment and analysis of the situation, identification, and evaluation of options, plus a recommended strategy and implementation plan with supporting rationale.

5.Attempt the assignment using only the data and text information in the case and the extra information given in the discussion questions for the Vocera case if you have selected the case to write the assignment.

6.In case you find some data unclear or missing, make any reasonable assumptions clearly stating the assumptions and your rationale.