This assignment requires a written summary of Away’s case study, addressing questions about the brand’s positioning, health, management strategy, growth potential, target consumer clusters, and distribution strategy.

Questions for Written Summary of Away case study: Written summary due in Brightspace Assignments next week:: 1) What do you make of Rubio and Korey’s aspirations for positioning Away as a Lifestyle Brand? What have they done to date to move this forward and what have they done to hold it back? What remains to be done?
2) How would you assess the brand health of the Away brand? What are its strengths and weaknesses?
3) Assess Away’s brand management strategy. What would you keep doing and what would you change? Why? If you were running the brand, on what would you focus? How does your answer to these questions change if you assess Away’s brand management strategy from a venture investor’s perspective versus a founder’s perspective?
4) Should Rubio and Korey focus on growing luggage or expand into new categories and businesses? Why? If yes, which categories do and don’t make sense? If no, does luggage offer enough growth for them to meet their investor’s needs? What else could drive growth in luggage?
5) Which consumer clusters offer the most potential for Away to target? Why? What opportunities and challenges does each offer to the company?
6) Should Away remain a direct-to-consumer seller or should they move to a hybrid system of distribution that includes wholesale distribution? Why? Should Away expand its physical footprint or refocus it’s investments on its e-commerce channels? Why?

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