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Paper should include a brief rationale of what is currently happening with the brand Mistral (windsurf brand)
Paper should include an exploration part with at least the following topics to be further investigated:
Mistral has to few new products (low innovation level compared to competitors)
Production costs are to low
Mistral maintains an incorrect positioning and brand experience.
Mistral has a weak competitive position
What are the number of distribution points that Mistral has?
To what extend does the critical consumer of nowadays affect Mistral’s market position?
Mistral is being faced with a decreased and declining markets share compared to its’s competitiors how can this be cured?
Actionplan to gain market share:
– Link top wind surfers to the brand, as a result of this linkage between top wind surfer and the brand Mistral this should lead to an increased brand perception.
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