PART A: Critical Analysis of Source brand

You are to adopt the role of a Brand Analyst. You are to conduct a critical situational analysis (i.e. PRESTCOM) of the Hipp organic infact milk ( UK ). Choose three PRESTCOM factors only. You may add a table in the appendices with an outline of PRESTCOM factors and summarise key factors (three) within the report highlighting key trends. Note – you are to analyse the UK market only Based upon your critical situational analysis you must demonstrate a need for a brand extension and provide a business related justification as to why Hipp infant milk should be extended. Here, at least three good quality and contemporary journal articles must be used to enrich justification.

A Critical Situational Analysis You should demonstrate the need for a new brand extension and therefore within the critical situational analysis students should demonstrate a thorough understanding of the MACRO factors that can influence the development of a brand extension. You must present background research on the chosen industry. This should be supported through referenced secondary sources. Business –related justification Based upon the analysis presented, You must provide a business related justification as to why Hipp organic infant milk should be extended. You must make reference to key academics and secondary insights in order to justify the chosen branded article.

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