Critical evaluation of the marketing straIn their report, students will critically evaluate the marketing strategy of the chosen brand, (I chose the fashion brand Alaïa and its ready to wear line)
describing the market in which it competes (from the demand and from the supply side),
assessing its strategy i.e. (its customer target, brand positioning and brand identity), and
evaluating its competitive situation (i.e., SWOT analysis)tegies of a luxury, high end, or premium brand
Students’ reports should be structured according to the following index of contents:
1) Presentation of the Company:
a. Vision and mission (if existing);
b. Ownership (public vs private, etc.);
c. Business description (product categories, distribution channels, etc.);
d. Business performance (sales and profits during recent years).
2) Market Analysis:
a. The market demand (Quantitative perspective: total size and trend. Qualitative
perspective: customer purchase motivations and drivers, influence of social, cultural,
and economic trends; description of the main customers’ segments; etc.);
b. The competition (segments of supply; key direct and indirect competitors, and their
strategies; etc.);
c. The distribution system (key distribution channels in the selected market and shares
breakdown, if possible);
d. The external environment.
3) Strategic marketing
1) Presentation of the Company:
a. Vision and mission (if existing);
b. Ownership (public vs private, etc.);
c. Business description (product categories, distribution channels, etc.);
d. Business performance (sales and profits during recent years).
2) Market Analysis:
a. The market demand (Quantitative perspective: total size and trend. Qualitative
perspective: customer purchase motivations and drivers, influence of social, cultural,
and economic trends; description of the main customers’ segments; etc.);
b. The competition (segments of supply; key direct and indirect competitors, and their
strategies; etc.);
c. The distribution system (key distribution channels in the selected market and shares
breakdown, if possible);
d. The external environment.
3) Strategic marketing
a. Customer target;
b. Brand positioning;
c. Brand Identity.
4) Evaluation of competitive situation
a. SWOT analysis.
5) Reference list.
6) Bibliography.
The goal of this report is to help students develop an ability to write effective business
documents. Therefore, it is very important that their approach to this report is not purely
academic, but more business oriented. Hence, students must organize information in tables and
graphs, simplify complex contents in bullet point listings rather than in narrative paragraphs,
avoid a narrative writing style (i.e., that of university thesis) and adopt a concise and precise style
of writing.
documents. Therefore, it is very important that their approach to this report is not purely
academic, but more business oriented. Hence, students must organize information in tables and
graphs, simplify complex contents in bullet point listings rather than in narrative paragraphs,
avoid a narrative writing style (i.e., that of university thesis) and adopt a concise and precise style
of writing.