I have been working on establishing the business objective for my project. I think it is going to be much easier for me to extract the FE/core competence/goal from Coca Cola than it is from the Heart Truth campaign, mainly just because I have never analyzed a nonprofit before. I don't anticipate this being too challenging, just that it will be different from other marketing case studies I've read.
One question I have is whether I should approach the business objective from the Coca Cola organization as a whole, or whether it would be a stronger approach to focus specifically on Diet Coke, as this is the brand working with Heart Truth? I think I am leaning towards just focusing on Diet Coke (while still including some coca cola information) as I feel their core competence and FE probably correspond more with the Heart Truth campaign. I'm not sure yet though, just feeling around with this one.
Basically my game plan for this project is to compare Coca Cola with the Heart Truth campaign and determine whether it is a good fit using the big picture framework. It's obviously still in the very early stages, but I think I have a good start so far...
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