Brand Management: Market Situation, Marketing Mix, and Competitors

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Market Situation..........................................................................................................................3
Marketing Mix.............................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Brand management is concerned with function of marketing in which organisation work
on increasing value of product line or brand value. This report will discuss about elements of
brand management including marketing situation and marketing mix. This report contextualises
Simplot (J.R. Simplot) is a multinational agriculture company founded in 1929 and in
headquartered at Boise, Idaho. This report will involve brand John West.
MAIN BODY
Market Situation
 John West is a seafood industry and global seafood industry is valued $159,311.9 million
in 2019 and during the period of 2020 to 2025 is estimated to grow at CAGR of 5.8%.
 Industry trends for John West include strong inclination towards few seafood products
that have high nutritional benefits and consumer appeal. In addition to this demand for
seafood across Asia pacific region is also increasing (GLOBAL SEAFOOD MARKET -
GROWTH, TRENDS, COVID-19 IMPACT, AND FORECASTS (2021 - 2026), 2020).
Some other trends includes change in lifestyle and consumer preference, increase in
disposable income, and extensive availability of different types of fishes.
Macro factors for John West
Political - This factor of macro environment includes impact that government policies and
political stability have on business and its practices. Organisations operating in multinational
countries get affected by different political situations and policies. Political factors that have
impact on John West includes government policies regarding food standards and policies of
different government where John West has its existence. In addition to this factors affecting John
West include taxation, inflation, import and export policies for multinational organisation.
Economical - This is concerned with policies and factors affecting financial performance of
John West. In this, factors like employment, cost of operations, GDP, and per capita income are
included (Paurova and Gregova, 2020). John West offers sea food of high quality that is