Fashion Brand -“Kickstw” Marketing Micro & Macro Analysis (Situational Analysis)

https://kickstw.com.au/?utm_source=google&utm_medium=ppc&utm_campaign=search_brand&utm_term=kickstw&utm_content&gad_source=1&gclid=CjwKCAjw8rW2BhAgEiwAoRO5rDMC0zFq3gtPwP3AYrVxXRYyaABcPeAUuuizcPlPZ-PfcvNyoRqkNBoCrL8QAvD_BwE

https://www.instagram.com/kickstw/?hl=en

Overview of Assignment

Students are required to conduct research to produce an analytical overview of the macro and micro environmental conditions surrounding an existing, SME/boutique fashion brand, designer or label servicing the local Australian market. 

After researching, analysing and introducing the brand’s 7Ps, students will use the PESTLE and Competitor Analysis framework to surface insights and issues impacting their chosen brand in the market, and provide insight as toe the intensity and priority in which these issues much be addressed in the brand’s next marketing plan.

Students will also be required to analyse the market category and detail customer segment profiles that are relevant for the chosen brand. The profiles should contain a mix of written content and visuals that support the common values, personality, lifestyle, purchasing and behavioural attributes of the market segment as well as their goals, pain points and motivations relevant to the brand. 

A detailed competitive analysis of at least 3 of the brand’s nearest competitors, including the use of SWOT and TOWS analytical tools will also be presented, culminating in a paper of between 3,500 and 5,000 words.   

Rationale 

This assignment enables you to demonstrate your knowledge, skill and application of the fundamental skill of a marketing situational analysis.  You will demonstrate your ability to gather information from primary and secondary sources, collate, analyse, and present your insights and conclusion in a clear, coherent, structured and professional manner.

Completing the project successfully will provide you with the skills to analyse and report on the macro and micro-environmental conditions of a business or brand to define and extract insights that provide context and rationale for marketing decisions.

Method 

Step 1. Review and provide an overview of your selected brand ensuring you have defined the brand’s 7Ps and market category.

Step 2.  Research, review and explain how each of the PESTLE factors impact the brand by highlighting at least 3 of the highest priority areas for the brand for each PESTLE factor. Your explainations should be based on evidence, supported by citation or a secondary or primary source of research, and making it clear whether you see each insight as an opportunity or threat to your chosen brand to take into a SWOT analysis.

Step 3.  Define your market further by key customer segments. 

Step 4.  Identify and describe 3 competitors and highlight the relative strengths and weaknesses in relation to your brand to take into a SWOT analysis.

Step 5.  Complete your situational analysis by performing a SWOT analysis

Step 6.  Identify new market opportunities by performing a TOWS analysis

Step 7.  Draft your conclusions around your TOWs analysis and recommend which opportunities the brand should pursue in the immediate to medium term as part of their next marketing plan. 

Suggested Format

Your written report should be between 3,500-5,000 words.

Your plan should be professionally presented with a contents page, executive summary and logical structure. Your report should include tables and diagrams where appropriate, and contain the following content areas. 

• Brand Overview including 7ps
• PESTLE Analysis
• Category & Market Segmentation 
• Competitor Analysis
• SWOT Analysis
• TOWS Analysis 
• Conclusion
• References & Appendix
  
  An example report layout  Download example report layoutand analysis worksheets Download analysis worksheetshave been provided to offer more guidance to students. 
  
  

Assessment Criteria

You will be assessed by the following components of the assignment:

• The quality of your research including the collection and appropriate referencing of primary, media, market and academic sources.
• The quality of your analysis and ability to identify relevant macro and micro-environmental insights, including customer and competitive insights.
• The quality of your conclusions culminating from your review of the brand’s competitive conditions and market opportunities
• The quality of your overall presentation of your submission and the professionalism, clarity and coherence of your report.