A companyself-examination. What are we known for? Who do we want to become?Inthis assignment, you will create a Situation Analysis for one (1) of thefollowing companies / brands: Fiat Chrysler, IBM

A company self-examination. What are we known for? Who do we want to become?Inthis assignment, you will create a Situation Analysis for one (1) ofthe following companies / brands: Fiat Chrysler, IBM, Burger King, orOld Spice

Each of these four (4) companies (Fiat Chrysler, IBM,Burger King, and Old Spice) has been through numerous changes in recentyears. For this assignment, select only one (1) company / brand.Use the information listed, as well as your own knowledge and research,to complete the provided situation analysis template. Additionalresearch should include the use of the company's Website, the coursetextbook, and other online sources.

Click here to download the required template.

Submit the completed template via the Assignment 2 submission link.

*Remember to only select one (1) brand from the options below (click on Option A, Option B, or Option C to view each available brand).

Fiat Chrysler (option A )

History

"Theformal creation of Jeep Cherokee Automobiles and its debut on the NewYork Stock Exchange is a historic moment. Today, building on thefoundations and aspirations of Fiat S.p.A. and Chrysler Group LLC, weare beginning a completely new phase that will see our Group play amajor role in the future of the global automotive industry."

– John Elkann, October 13, 2014

"FCA'slisting today on Wall Street is the culmination of five-and-a-halfyears of work to achieve an extraordinary union. It marks the hard-wonarrival at a destination. Yet, like so many milestones, it representsnot just an ending, but also a new beginning – the beginning of ourjourney as one global automaker, one FCA."

– Sergio Marchionne, October 13, 2014

Withthe formal creation of Jeep Cherokee Automobiles (FCA) and its listingon the New York and Milan stock exchanges, a new group is born.

FCA carries on the tradition of two historic automakers: Fiat founded in 1899 and Chrysler founded in 1925.

IBM (option B )

History

IBM- International Business Machines Corporation is a multinationaltechnology and consulting organization. The company was started in 1911in a small village in Endicott, US. Initially it was known as CTR -Computing Tabulating Recording Company because of the merger of threedifferent companies – Tabulating Machine company, Computing Scalecompany and International Time Recording company, that gave rise to thecurrent, tall standing IBM. With over 435,000 employees all over theglobe, IBM is ranked as the second largest firms.

The companyacquired SPSS and Kenexa in the years 2009 and 2012 respectively.Current consoles like Xbox 360, Sony PS3, Wii and Nintendo all use IBMmanufactured microprocessors. In 2011, IBM excelled Microsoft with aclosing value of $214 billion leaving behind the technology giant at$213.2 billion. A year later, IBM acquired Texas Memory Systems so toexpand its technology department further while enhancing the quality andthe quantity of its production.

Burger King (option C)

History

BurgerKing Corporation, restaurant company specializing in flame-broiledfast-food hamburgers. It is the second largest hamburger chain theUnited States, after McDonald's. In the early 21st century, Burger Kingclaimed to have about 14,000 stores in nearly 100 countries.

Persistentlylagging behind McDonald's in sales and profitability, Burger Kingunderwent many changes of ownership and corporate governance. In 1967 itwas sold to the Pillsbury Company, which, in the late 1970s, brought inDonald N. Smith, a former McDonald’s executive, who revitalized BurgerKing by expanding the menu and tightening control of franchisees.Pillsbury was itself acquired by the British company Grand Metropolitan(Grand Met) PLC in 1989. Grand Met became Diageo PLC after its mergerwith the Irish brewer Guinness PLC in 1997. Diageo sold Burger King in2002 to a consortium of private equity financiers, namely the TexasPacific Group, Bain Capital, and Goldman Sachs Capital Partners. In 20103G Capital, an investment group controlled by the Brazilian billionaireJorge Paulo Lemann, took over the company in a leveraged buyout. By2012, Burger King shares were being sold to the public again, but 3Gretained a controlling interest. Burger King Worldwide merged with theCanadian doughnut and fast-food chain Tim Hortons in 2014, and a newparent company called Restaurant Brands International was formed. Inwhat some critics saw as a tax-avoiding "corporate inversion" move,Restaurant Brands International was headquartered in Oakville, Ontario,Canada.

A large hamburger called the Whopper is Burger King'ssignature product. The Whopper was introduced in 1957, at a time whenits competitor McDonald's was still selling only small hamburgers. Thechain took a new direction by adding hot dogs to the menu in 2016.

Old Spice (option D)

History

Thefirst Old Spice ® product, called Early American Old Spice for women,was introduced in 1937, closely followed by Old Spice for men in 1938.The Old Spice products were manufactured by the Shulton Company that wasfounded in 1934 by William Lightfoot Schultz.

Early American OldSpice was developed around a colonial theme. When Old Spice wasintroduced, William Lightfoot Schultz was interested in maintaining acolonial framework for those products and chose a nautical theme for OldSpice. Thus, sailing ships, in particular colonial sailing ships, wereused as a trademark. Through continuous use and advertising, the variousships have become a valuable trademark identifying the Old Spiceproduct for men.

Procter & Gamble purchased the Old Spicefragrances, Skin Care and Antiperspirant and Deodorant products from theShulton Company in June 1990. Since purchasing the Old Spice line, thecompany has continued to provide many of the original Old Spiceproducts, as well as introducing several new products that have enhancedthe Old Spice line. However, the business's prime target market wereprimarily the older generations and was known as the "Grandfather"Smell.

If there was a defining moment when advertisers started toget a proper handle on social media marketing, it was when anex-American football star called Isaiah Mustafa was drafted in to saveOld Spice from oblivion. Promising women he was "the man your man couldsmell like" would go on to be hailed as one of the most popular everviral campaigns.

The campaign was so different from much of theformulaic work that prevailed at the time and helped convince othermainstream advertisers that they needed to push the boundaries if theywere going to connect with a younger generation of consumer who hadbecome desensitized to the effects of traditional marketing. What madeits success all the more astonishing was that the campaign was for OldSpice, a neglected Procter & Gamble brand that had lost ground tomore hip rivals such as Axe and whose very name seemed to underline howoutdated it had become.

Moreover, it discovered that women wereresponsible for more than 50% of bodywash purchases – an insight thatdefined the strategy of the first ad that debuted during the Super Bowlon 8 February 2010. W&K quickly followed up with an interactivedigital campaign capitalizing on the popularity of the "Old Spice Guy"in which he responded to personal video messages from his fans.

Itssuccess went beyond the wildest dreams of agency and client with 5.9million YouTube views on the first day alone. By the end of 2010, OldSpice had become the leading bodywash brand for US men with sales up125%.

YOU WILL DOWNLOAD THE TEMPLATE AND FILL IT OUT. OT ACTUALLY A RESEARCH PAPER.