examine the company/brand through key macro-environmental factors (e.g. a concise table of PESTE can add depth). Also briefly consider the demand for the product (or product group) and any changes that may have occurred/are occurring in demand at a general level.

1. At the beginning of the essay, clearly (but concisely) present to the reader the branded product you have chosen.
2. examine the company/brand through key macro-environmental factors (e.g. a concise table of PESTE can add depth). Also briefly consider the demand for the product (or product group) and any changes that may have occurred/are occurring in demand at a general level.
3. conduct a competitor analysis and consider positioning: how does the branded product position itself in relation to competitors? Who are the direct/indirect competitors? (NOTE! If you wish, you can make a positioning map for the axes of your choice and place the competitors on it or tabulate the direct/indirect competitors. Remember to open the map in more detail in the text of the essay.)
4. identify target segments for the product and select one clear target group that you think the company is focusing on. Describe the “ideal customer” of your chosen segment, highlighting key values / drivers of consumer behaviour.
5. consider what value the branded product aims to deliver to your chosen ideal customer.