Written Assignment 3

Select a specific industry and two companies of your choice from that industry. Compare and contrast those companies based upon the topics of; brand, pricing, advertising, and location. Identify the strengths, weaknesses, opportunities and threats of those companies based on the above factors. Please use the research article provided for this week’s assignment. In addition, acquire and read another academic or scholarly article as research for this assignment.

Write a 3-4 page paper that examines the importance of building and developing a brand, reputation, and image that integrates into a marketing and manufacturing strategy. In addition explain how a compensation package supports the business strategy.


Joshi, Aditya; Giménez, Eduardo. (2014). Decision-Driven Marketing. Harvard Business Review. Jul/Aug2014, Vol. 92 Issue 7/8, p64-71.
Marc de Jong, Nathan Marston, and Erik Roth McKinsey Quarterly The Eight Essentials of innovation