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Strategic Marketing

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Paper details:
Essay:
2000 word written INDIVIDUAL report (40%)
* Students are required to research a fashion brand of their choice and analyse its positioning strategy in the market.
* The report will assess students’ ability to collect data, in an efficient manner and use this data to scrutinise the marketing aspects of a fashion brand.
* The report will be covering the following subjects:
1. Analysis of the macro and micro-environment of the brand.
2. Positioning strategy of the brand: Target Customer (Pen portrait)
3. Competitor analysis.
4. Critical evaluation of the marketing communications strategy of the brand.
All FB BA assignments must be typed using the following layout and regulations
* Margins (Left 1.5″ (4 cm); Right 1.0″ (2.5 cm); Top 1.0″ (2.5 cm); Bottom 1.0″ (2.5cm)
* Font size (Minimum 12pt / 12 c.p.i. Good examples, which are easy to read, are CGTimes, Helvetica, Times New Roman and Arial.
* Maximum assignment length does not include bibliography, title page or any appendices.
Suggested table of contents for the Essay
– Executive summary
– Background of the brand
– Current performance
– Target Market
– Competitors POD and POP
– Macro-environment Factors PESTLE UK
– SWOT
– Marketing Mix 7p’s
Product
Price
Place
Physical Evidence
Process
People
– Promotion
Above and below the line mix
Marketing Tools
The Creative Strategy
AIDA and DRIP Models Applied to the selected brand
3p’s of Marketing Communications
USP and ESP
– Recommendations
– Conclusion
– References
– Appendix


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