Discussion: Brand Communications

You have been asked to evaluate Company A and Company B and make your recommendation for acquiring one or both companies. Based on your initial assessment, you have created balanced scorecards for both companies. You are now ready to analyze the information you have gathered so far about the two companies so that you can compare the costs. benefits, and risks associated with acquiring each company and make a well-informed decision.

In this milestone. you will first analyze the current situation of TransGlobal Airlines using the given data and other sources to understand their business environment. You will also evaluate the performance of Company A and Company B using the balanced scorecards you created in Milestone One.

Prompt Write a report with your performance evaluation of the three companies involved in the acquisition.

Specifically, you must address the following rubric criteria:

A. Situation Analysis of TransGlobal Airlines (parent company). Use the provided TransGlobal Company Information and financials to highlight the company’s current business environment.

a. Internal environment: culture, leadership, internal processes, human resources, operations, and financial performance

b. External environment: competitive, market, regulatory, customers, suppliers, and other relevant stakeholders

B. Balanced Scorecard Analysis of Company A. Using the balanced scorecard for Company A from Milestone One. describe your analysis of Company A’s performance. Perform a cost-benefit-risk analysis to explain whether the benefits justify the costs of acquisition.

a. Opportunity cost: What will it cost to move forward with this opportunity?

b. Risk: Identify and explain the magnitude (low, medium, or high) of the risks this acquisition poses to the parent company related to its market, financial, cultural, and operational environments.

C. Balanced Scorecard Analysis of Company B. Using the balanced scorecard for Company B from Milestone One. describe your analysis of Company B’s performance. Perform a cost-benefit-risk analysis to explain whether the benefits justify the costs of acquisition.
a. Opportunity cost: What will it cost to move forward with this opportunity?
b. Risk: Identify and explain the magnitude (low, medium, or high) of the risks this acquisition poses to the parent

Brands sometimes create some interesting twists in their marketing. See if you can identify the following automobile brands.
• Which brand currently uses the “arm punch” device? • Which brand continues to use the words “zoom zoom”? • Which brand used the odd term “Farfegnugen”? • Which brand spends a million dollars a day on research to keep drivers safe? • Which upscale brand is often represented by a logo that does not incorporate its name?
Most of you will have little trouble identifying these brands, having seen advertising and promotional signage for them, or perhaps just “knowing” that fact about the car brand.
Select one of the brands above and share your recollections about how you learned what you “know” about the brand. Was all of your brand knowledge generated by advertising? What other factors contributed to what you know? Can you determine what information came from what source? See if your classmates have had the same experiences, and then discuss what the company did to create that knowledge on behalf of their brand.
To complete this assignment, review the Discussion Rubric PDF document.
M Discussion Rubric: Graduate
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