Marketing Management (MGT201)

Leaning Outcomes:

• Ability to carry out objective and scientific analysis of consumers’ needs and wants (Lo 2.3)
• Ability to collect, evaluate and synthesize consumer’s data to make objective and informed marketing decisions (Lo 2.7)
• Ability to deliver and communicate marketing messages in coherent and professional manner (Lo 4.4)

Case Study

Read the Chapter Case Study entitled “From the Counterculture to the Runway: How Did Birkenstocks Become Fashionable?” from Chapter- 11 “Product, Branding and Packaging decisions” Page: – 358 given in your textbook – “Marketing” (7th Edition) by Dhruv. Grewal and Michael. Levy (2020) and answer the following Questions:

Assignment Question(s):

• Visit the company website (https://www.birkenstockusa.com/) and identify and describe the different product lines that it markets. (1.5 Marks, Minimum 150 Words)
• Review the different product categories in each of the company’s product lines. Which has the greatest depth? Which has the least? (1.5 Marks, Minimum 150 Words)
• How has the company positioned its brand? How does it go about communicating its position? Explain. (2 Marks, Minimum 400 Words)

Note:Support your Answers with course material concepts, principles, and theories from the textbook and at least two scholarly, peer-reviewed journal articles.

Answer:

1.

2.

3.

Important Notes :

Attachment is in the attachment, the solution is required to have no similarity ratio.

The assignment must be completed within one or two days as a maximum.

add at least 3 references.APA style. 1 (The reference must be added in the text, the author’s name and the date) and 2 The reference should also be added at the end)