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1 page/β‰ˆ275 words
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Style:
APA
Subject:
Business & Marketing
Type:
Coursework
Language:
English (U.S.)
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Coursework 4.4.g. Business & Marketing Coursework.

Coursework Instructions:

Question 1:
As a company grows and expands, so can its brand offerings; however, not all brands are typically a success, especially over the long-term. As a company's marketing manager, discuss what steps you would take to ensure the company did not have too many brands. Why? Share your findings with the class.
250 word minimum in length, and answers to the questions above should be formatted in essay format. Use APA style when writing your review. Cite any direct quotes or paraphrases from the article, and include any references used in your review on a reference page.

Coursework Sample Content Preview:

Coursework 4.4.G
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Institutional Affiliation
Coursework 4.4.G
As a company grows and expands to new markets, the number of brands under portfolio increase gradually. Nevertheless, it is only a few of them that bring the most significant returns to the company eliciting the 80/20 thumb rule. For instance, the world’s largest spirits company, Diageo, operated in 170 countries selling 35 brands of liquor. Surprisingly, only eight of those accounted for “more than 50% of its sales and 70% of its profits” (Kumar, 2003). This situation calls for the implementation of a system that promotes the best brands and in this case, the portfolio approach and segment approach have been advocated as complementary.
The portfolio approach guarantees that the management retains brands that align with pre-defined criteria. This approach is effective for com...
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