Conduct the following for the brand Johnson & Johnson § Describe your process for conducting an...

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Conduct the following for the brand Johnson & Johnson  § Describe your process for conducting an informal situational analysis on the organisation you chose. What areas did you consider in your analysis?  § Based on your situational analysis, describe the business, marketing and branding strategies.  § Describe the alignment of the business, marketing and branding strategies. Be sure to address the following questions:  o At what points do they intersect and diverge?  o How strategic is this alignment?  o What are the dangers of not aligning these strategies?  Consult the Harvard Referencing Style Guide for proper citation and referencing information.
	
Document Preview: Measuring Brand Equity 
Across Products 
and Markets 
David A. Aaker 
hat is a stronger brand name: Kodak, American Express, Mer­
cedes, Ford or IBM? Why is a brand strong or weak? How do 
brand strength levels change over time? Why? How do brand 
W
strengths vary by country and markets and why? 
Such questions are fascinating and also practical. Most businesses, if they 
measure brand equity at all, restrict their measures to brands in the immediate 
product class and market of interest. Expanding the perspective to include multi­
ple product classes and markets can have significant practical value in that it can 
enhance a firms capability to manage a portfolio of brands and markets, bench­
mark against the best, and develop a valid brand equity measurement system. 
Managing a Portfolio of Brands and Markets—Many organizations offer 
a number of brands across a variety of markets. If these brands are managed 
separately and independently or on an ad hoc basis, overall resource allocation 
among the brands may be less than optimal. For example, if Grand Metropoli­
tan, which owns a host of worldwide brands including J&B, Bailey's, Smirnoff, 
Pillsbury, Green Giant, Hagen-Dazs, and Burger King, does not treat its brands 
and their markets as a cohesive portfolio, then strategic decisions made for 
the benefit of individual brands might in the end hurt the company's overall 
performance. 
Good management of a portfolio of brands and markets starts with 
having common measures of performance. Of course, well-developed and 
Adapted from Building Strong brands by David A. Aaker Copyright © 1995 by David A. Aaker Reprinted 
by permission of The Free Press, an imprint of Simon & Schusten Inc. 
102 CAUFORNIA MANAGEMENT REVIEW VO L 38. NO . 3 SPRING 1996Measuring Brand Equity Across Products and Markets 
accepted financial measures such as sales, cost, margins, profit, and ROA usually 
dominate brand objectives and performance measures. However, these measures 
tend to...

Robert · Accepted Answer

JOHNSON AND JOHNSON ANALYSIS                                                                                                    1 
 
Johnson and Johnson analysis 
Introduction 
This report aims to provide an illustration of Johnson and Johnson marketing and branding 
strategies and their orientation towards company objectives and business goals by conducting 
a situational analysis that covers the company SWOT and PESTLE analysis.  
Main body 
The situational analysis covers the customers, competitors, company, collaborators, and 
climate that consider the company business objectives, company pestle and SWOT analysis, 
customers demographics, distribution channels, suppliers, customers needs and wants, 
income level of customers and competitors analysis Boundless (n.d.).  
The SWOT analysis 
Strength 
Company has broad diversity of products. It does not rely on a sole product line for earning 
bulk of revenues (Mueller, 2010). Company has the brand loyal customers and repeat 
customers. Company also has strong brands in the market. Company relies on smart 
purchasing such as not purchasing the Guidant after its bidding is too high. It is one of the 
most admired companies in the world. Company has been awarded by the United Nations 
Humanitarian of the year award in 2011 for playing leading role in healthy mother, and 
healthy child initiative. It is regarded as one of the top 100 companies for working mothers. 
Company has strong brand presence in print and advertising media. Company has strong 
distribution network and the brand is supplied to faraway and remote villages. Company has 
JOHNSON AND JOHNSON ANALYSIS                                                                                                    2 
 
250 subsidiary companies and it has operation in over 57 countries and its products sold in 
over 175 countries.  
Weaknesses 
Company has many relatively independent companies. The drugs manufactured by company 
have been lost or will lose the patent protection. Another weakness is that many of its 
products are commodities. Maintenance of a global brand is problematic for company. There 
are operations that are disturbed by the market fluctuations.  
Opportunities 
Company has opportunity in the area of development of personalized drugs. Company can 
purchase the companies with complementary products. Company can bring out more portable 
products for those people coming from economy class and can increase its rural penetration.  
Threats 
Excessive promotion of products makes products of company generic. There are many 
duplicate and spurious brand names that are similar to the existing brand names. There are 
also threats of cheap substitutes and products with low price. Company has faced the pressure 
to move to generic drugs. There is intense competition from the Abbott Labs, Boston 
Scientific and Medtronics.  
PEST analysis. 
Political environment 
Company operates globally so company needs to take care of the changes in politics on local, 
regional, national and international scales. Company must keep track of the political 
development in any country that can affect the business operation of company. 
JOHNSON AND JOHNSON ANALYSIS                                                                                                    3 
 
Economic environment 
Company should understand the economic differences so that it can understand the 
challenges. One example is of the European community where the economic crises have 
occurred.  
Social environment 
It reveals that company should understand the aging population and public health problems. 
There are many health issues rising such as obesity and diabetes to mental disorder, and 
cancer and company must take in to account of health problems.

Conduct the following for the brand Johnson & Johnson § Describe your process for conducting an informal situational analysis on the organisation you chose. What areas did you consider in your...

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