Mkt/571 Wk5 Assignment Marketing Communication And Brand Strategy

Branding Strategy and Marketing Communication PlanNameAffiliate InstitutionDateOverview of the CompanyDanone is a food product based company. It is located in Paris; however, its origin began in Spain. It is a global company with reach in over 130 countries (Hertrich et al., 2016). Its product lines are in various categories that are; fresh dairy products, medical nutrition, waters, and early life nutrition The paper analyses the marketing plan for the company in light of the various issues that may inform this decision such as product pricing, the presence of competitors in the market and the knowledge of the target market.Situational AnalysisA situational analysis is a crucial element in any marketing strategy. It is the analysis of the internal and external factors that affect an organization’s operations (Baker, 2016). There are several factors to be considered in the performance of situational analysis, and the first is the competitive situation. This segment analyses how the competitors are faring in relation to the business and what competitive advantage the firm may have. Danone faces competition from companies such as Kraft Foods, Pepsi, Nestle Limited and Unilever (Payaud, 2014).The second factor is the product situation.