Bardot Reort

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Holistic Report

By: Elizabeth Ricketson, Hayley Ashworth, Stephanie Smith & Rachel Louey Group: M
Garment Category: Fashion Tops

Table of Contents
1.0 Executive Summary5
2.0 Current Marketing Situation7
2.1 Market Situation at a Glance7
2.1.1 Industry Revenue7
2.1.2 Product & Market Segmentation8
2.1.4 Industry Costs and Average Sector Costs9
2.1.6 Major Players11
2.1.7 Consumer/Customer Profile13
2.2 Product situation13
2.3 Competitive situation15
2.3.1 Sportsgirl15
2.3.2 Dotti16
2.3.3 Forever New16
2.3.4 Cotton On17
2.3.5 Competitor Perception Map18
2.4 Distribution situation19
2.4.1 Distribution of Bardot fashion tops19
2.4.2 Retail Distribution Channel19
2.4.3 Myer19
2.4.4 Australian Wholesale Boutiques20
2.4.5 International wholesalers20
2.4.6 Bardot online20
2.5 Macro environment situation21
2.5.1 Economic Conditions21
2.5.2 Political and Legal forces21
2.5.3 Competition22
2.5.4 Social and Cultural forces22
2.5.5 Technology22
3.0 SWOT & Issues Analysis23
3.1 Strengths23
3.1.1 Affiliation with Myer Department Stores23
3.1.2 Bardot’s Subsidiaries23
3.1.3 Encouragement of Customer Loyalty, Through Use of VIP Cards23
3.1.5 Bardot has an online store24
3.2 Weaknesses24
3.2.1 Consumer Price Perception of Bardot Garments24
3.2.2 Bardot Cater Primarily For Small Figured Women24
3.2.3 Lack of Diversification in Product Lines24
3.2.4 Difficulty Reaching an Overseas Market25
3.2.5 Inconsistent Allocation of Bardot Stores within Australia25
3.2.6 Limited Experience in the Market in Comparison to Competitors25
3.3 Opportunities26
3.3.1 Expansion of Online Sales Through affiliation with an Online Mecca26
3.3.2 Offer a Larger Variety of Sizes, in Order to Cater For a Prevalent Segment of the Bardot Target Market26
3.3.3 Expand the Bardot Product Breadth with the Addition of a “Basics” Line27
3.3.4 Improve Brand Image and Market Positioning Through a Designer Collaboration27
3.3.5 The Introduction of a Bardot Smartphone Application28
3.3.6 Expand Customer Mailing List28
3.3.7 Bardot Launch Party28
3.3.8 Breast Cancer Awareness Design competition29
3.4 Threats29
3.4.1 The Growing Accessibility of International Brands and Retailers in Australia29
3.4.2 The Growing Strength of the Australian dollar29
3.4.3 The Carbon Tax will Increase transportation Costs and Decrease Consumer Spending30
3.4.4 Aftermath of The GFC Has Restricted Consumer Buying Ability30
3.4.5 The Australian Population is Aging30
3.5 Issues31
3.5.1 Product31
3.5.2 Price31
3.5.3 Promotion31
3.5.4 Place31
3.5.5 Market Research31
4.0 Objectives31
4.1 Financial Objectives31
4.2 Marketing Objectives32
5.0 Strategies33
5.1 Product Strategy33
5.1.1 Current Product Situation33
5.1.2 Recommendations33
5.2 Price strategy36
5.2.1 Current Price Situation36
5.2.2 Important Considerations36
5.2.3 Recommendations37
5. 3 Promotion Strategies38
5.3.1 Current Promotion Situation38
5.3.2 Important Considerations39
5.3.3 Recommendations40
5.4 Place Strategies43
5.4.1 Current Place Situation43
5.4.2 Recommendations43
5.5 Market Research Strategy44
5.5.1 Current Market Research Situation44
5.5.2 Important Considerations45
5.5.3 Recommendations45
6.0 Action Program47
6.1 Production of Fashion Top47
6.2 Promotional Actions47
7. Projected Profit and Loss Statement49
7.1 Sales Forecast49
7.1.1 Myer Sales Forecast Table49
7.2 Expenses52
7.2.1 Justification52
7.2.2 Launch Night52
7.2.3 VIP Night53
8.0 Controls54
9.0 Appendix57
1.1Table of Survey Administrations59
2.0 Consumer Profile59
2.1 Age Demographic60
2.2 Consumer Spending61
2.3 Shopping Environment Preference62
2.4 Consumer Fit Preferences63
2.5 Consumer Denim Preferences64
2.6 Consumer Interests65
3.0 Consumer Perceptions...
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