Strategy & Analytics Work
My work in this pillar spans market analysis, consumer behavior research, and business growth strategy. Whether mapping competitive landscapes or building full go-to-market plans, I approach every project with analytical rigor and an eye toward actionable opportunity — connecting data, culture, and brand positioning to inform bold, insight-driven recommendations.
Lululemon – Strategic Market Expansion (OAM 331 / MKT 343)
In MKT 343: Digital and Social Media Strategy, students apply advanced marketing frameworks to real-world brands, developing insights through market segmentation, positioning, and competitive analysis. OAM 331: Strategic Management explores how organizations achieve and sustain competitive advantage through industry analysis, resource-based strategy, and operational execution.
Across three complementary deliverables — a presentation deck, a full 100+ page research & analysis deck, and a strategic management deck — I conducted a comprehensive analysis of Lululemon’s positioning in the $330B athleisure market.
This work combined industry trend forecasting, competitor benchmarking, and environmental scanning to uncover white space in the male activewear segment. Recommendations included expanding into technical menswear with AI-powered fit tools, piloting immersive pop-up gyms to deepen brand experience, and leveraging sustainability commitments as a competitive differentiator. The research incorporated VRIO analysis, Porter’s Five Forces, and cultural trend mapping to ensure recommendations were both operationally feasible and brand-aligned.
Key Skills Demonstrated: market sizing & forecasting | cultural and consumer insights | competitive strategy | operational planning | KPI-driven recommendations | brand positioning | strategic growth planning | trend mapping & forecasting
QSR Trends Report – Gen Z Engagement & Merchandising
As part of my brand management internship, I authored a full-scale competitive and cultural trends report focused on Gen Z engagement within the quick-service restaurant category. This project combined primary research, competitive benchmarking, and cultural analysis to identify brand opportunities in sustainability, plant-based innovation, and lifestyle merchandising.
The report evaluated how leading QSR brands maintain cultural relevance through product drops, influencer collaborations, and social-first storytelling — pinpointing where Krispy Kreme could differentiate. Recommendations included reimagined merchandise collections, U.S. leadership in plant-based offerings, and a strategic shift from one-off viral campaigns to sustained storytelling and platform-native content calendars.
Key Skills Demonstrated: category trend analysis | consumer segmentation | competitor benchmarking | merchandising strategy | social-first content planning | cultural insight synthesis | qualitative & quantitative data interpretation | actionable strategic recommendations
Setdose – Business Model & Pitch Strategy (SIEN 2001)
SIEN 2001: Validating Ideas and Building Ventures introduced students to the full venture development process — from ideation and market validation to operational planning and investor pitching — emphasizing cross-disciplinary teamwork, lean startup methodology, and strategic growth planning.
In a team-based entrepreneurial venture, I co-developed the go-to-market strategy for Setdose, a smart syringe system designed to improve dosage accuracy and reduce medical errors, with a focus on aged care facilities. The project included market opportunity sizing, competitor analysis, pricing strategy, and a phased distribution plan. I contributed to designing a gamified educational package to increase adoption among aged care staff, ensuring integration with EHR systems, and structuring bulk sales incentives for facilities.
The final pitch detailed both short-term trial-based rollouts and long-term pharmaceutical wholesaler partnerships, supported by production cost modeling, price elasticity analysis, and a business model canvas grounded in PESTLE and Porter’s Five Forces findings.
Key Skills Demonstrated: business model design | healthcare market analysis | pricing strategy | distribution planning | investor pitch development | PESTLE & Porter’s Five Forces analysis | market opportunity sizing | product-market fit validation | gamification strategy | cross-functional collaboration
Netflix – Competitive & Cultural Strategy (BUS 365)
BUS 365: Business Communications Strategy is a highly interactive course designed to build mastery in business writing, presenting, and strategic communication—emphasizing practical, team-based projects that simulate real-world consulting and client engagements. Through experiential learning, students craft persuasive deliverables, hone executive presence, and apply storytelling techniques to business contexts.
In this midterm strategic analysis, I examined Netflix’s internal culture—particularly diversity, integrity, and performance measurement—and assessed how these factors affect its competitive standing in the streaming market. I analyzed Netflix’s “culture of belonging” alongside challenges such as the “Keeper Test” and the absence of standardized performance metrics. Drawing on competitor cultural benchmarks, I recommended implementing DEI onboarding courses, a peer feedback scoreboard system to encourage accountability, and a structured KPI-based performance review cycle. The project linked organizational health directly to competitive resilience in a market defined by content innovation, global expansion, and aggressive new entrants.
Key Skills Demonstrated: organizational culture analysis | competitive positioning | change management strategy | KPI framework development | qualitative insight synthesis
Kōōkē Pasta – Full Marketing Strategy (MKT 345)
MKT 345: Advanced Marketing Strategy builds on the core marketing curriculum, emphasizing the execution of marketing strategy as both a general management responsibility and an organization-wide orientation to create, capture, and sustain customer value. Students move beyond foundational frameworks to develop fully integrated marketing plans, balancing strategic vision with operational feasibility.
In this solo capstone, I created a full brand and go-to-market plan for Kōōkē Pasta, a vegetable-infused, tie-dye pasta designed to make healthy eating fun and accessible for families with children.
The plan integrated product development, competitive analysis, and market entry strategy, identifying white space for a playful, nutrient-dense pasta brand in a market dominated by either health-focused or kid-focused competitors—but rarely both. I developed consumer personas, outlined a multi-channel media plan, addressed R&D and manufacturing cost constraints, and proposed retail distribution strategies for entry into premium grocers. The strategy also included a phased approach to scaling production while maintaining brand quality and sustainability commitments.
Key Skills Demonstrated: brand positioning | product innovation strategy | consumer persona development | retail distribution planning | integrated marketing strategy | market white space identification | cost modeling | sustainability integration