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Summary

The transcript outlines a detailed feedback session on a marketing project, focusing on a premium credit card. The reviewer emphasizes the need for a more thorough analysis, urging the student to expand on product benefits, market competition, and detailed SWOT analysis. Key areas like company structure, timeline, and target audience also require deeper insights. The reviewer stresses that the work must go beyond superficial descriptions, ensuring that each section aligns with the expectations of a final thesis. The session provides constructive guidance, pushing the student to approach the project with greater depth and rigor.

Takeaways

• 😀 The project needs more detailed information about the company structure, size, financials, and organization, not just generalities.
• 😀 Product descriptions, especially for the credit card, should include specific benefits like cashback, exclusive access, and pricing.
• 😀 The team should provide a graphical representation of the product's timeline and sales evolution in more detail, focusing on Brazil only.
• 😀 A deeper competitor analysis is required, specifically targeting other premium credit card offers.
• 😀 Detailed demographic and economic information is essential to accurately describe the target audience of young, high-income adults.
• 😀 The SWOT analysis needs to be specifically focused on the credit card, not the bank or brand as a whole, summarizing its strengths, weaknesses, opportunities, and threats.
• 😀 The macroeconomic and demographic analysis is good but needs to be tied more specifically to the credit card and its market.
• 😀 The '4Ps' (Product, Price, Place, Promotion) need more depth, particularly regarding the distribution, pricing strategy, and promotional communication for the credit card.
• 😀 The SWOT analysis should not introduce irrelevant topics, such as loans, which do not apply to the credit card product in question.
• 😀 The team is encouraged to work more incrementally and consult the evaluator regularly to ensure the project meets the depth and rigor expected of a final course project.
• 😀 The overall structure and content of the work are too shallow; more detailed and specific information is needed to meet the expectations for a final project.

Q & A

Why does the speaker feel the work is too shallow?

The speaker feels the work lacks depth and sufficient detail, particularly in the product description, SWOT analysis, and market analysis. They repeatedly ask for more comprehensive information to meet the expectations for a final project (TCC).

What specific section did the speaker find lacking in detail regarding the product?

The speaker found the product description, especially the credit card benefits and features, too vague. They wanted more detail on aspects like exclusive benefits, cashback offers, and how these differentiate the product in the market.

What does the speaker want to see in the SWOT analysis?

The speaker wants the SWOT analysis to be specific to the credit card, not including unrelated products or the overall company. They expect a clear summary of strengths, weaknesses, opportunities, and threats related to the product itself.

What is the speaker’s feedback on the target audience section?

The speaker criticizes the target audience section for being too vague, stating that the public target is not clearly defined. They want more clarity on who the product is aimed at and how to reach that audience.

Why is the speaker focusing on the macro and micro environment analysis?

The speaker emphasizes the importance of the macro and micro environment analysis to understand the broader market conditions, competition, and demographics. They want the students to delve deeper into these factors, especially in relation to the credit card product.

What is the speaker’s concern regarding the timeline in the work?

The speaker points out that the timeline in the work is not sufficiently detailed and expects the students to include a more structured and graphic representation of the timeline, providing more content than what was currently presented.

What level of detail does the speaker expect in the work?

The speaker expects a much higher level of detail than what is currently provided, emphasizing that this is a final course project (TCC) that requires in-depth analysis. They want specific information about the product, market, and strategy rather than surface-level content.

What does the speaker suggest regarding the company structure section?

The speaker finds the company structure section too shallow and expects more comprehensive information about the company, including details about its size, revenue, number of employees, and organizational structure.

How does the speaker recommend improving the communication strategy?

The speaker advises the students to create a more detailed and focused communication strategy that addresses how the credit card’s benefits, such as cashback and exclusivity, can be communicated effectively to the target audience, ensuring the message resonates with high-income individuals.

What does the speaker think about the use of the SWOT matrix in the work?

The speaker believes the SWOT matrix needs to be more focused and aligned with the product (the credit card) rather than the company as a whole. They suggest that the SWOT analysis should provide a summarized view of the micro and macro environment and highlight specific product-related factors.