Give Fashion Brand Case Study

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Faculty of Business & Law
MSc Marketing
Module: Managing Marketing Resources

2009/2010

Assessors: John Temperley, Jon James

Students: Michael Lukas Andelfinger, Lucy Marcella Baird, Naomi Hannah Griffiths, Shady Haddad, Alexander Pilz, Rainer Monteagudo Santi

Assignment 1: Group Project – GIVe Fashion Brand case study

Word Count: 2,996

Table of Contents 1. Introduction ................................................................................................................ 1 2. Analysis of the Background of GIVe ............................................................................. 2 2.1. GIVe – Brief Description .............................................................................................................2 2.2. Environmental Analysis ..............................................................................................................3 2.2.1. MACRO Environment .......................................................................................................3 PEST Framework 2.2.2. MICRO Environment.........................................................................................................5 Identification of relevant markets The Fashion/Luxury Market – Segmentation via psychological typologies Consumer Behaviour & Preference (Online – Environment) Competitors 2.3. SWOT – GIVe ..............................................................................................................................9 2.4. Targeting and Positioning ....................................................................................................... 11 2.4.1. Perceptual Map – GIVe ................................................................................................. 11

3. Identification of Key Success Factors........................................................................... 13 3.1. Introduction ............................................................................................................................ 13 3.1.1. E-commerce .................................................................................................................. 13 3.1.2. Service Marketing.......................................................................................................... 14

4. Conclusion ................................................................................................................. 16 5. Research Methods...................................................................................................... 17 6. Bibliography ............................................................................................................... 18

Appendices:   Appendix-A: PEST-Analysis – Fashion Industry Appendix-B: Mintel - Typologies

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List of Figures
Figures Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 Report’s Structure...........................................................................................................1 Outlets of GIVe ...............................................................................................................2 PEST Framework .............................................................................................................3 Typologies .......................................................................................................................7 Brand Compass ...............................................................................................................8 Perceptual Map ........................................................................................................... 11

Glossary USP= PDI= Unique Selling Proposition Personal Disposable Income

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1. Introduction
The continuous globalisation forces every industry to produce more efficiently and faster to sustain competitiveness on the global market and to satisfy customer needs by offering unique consumer benefits (Johnson, Scholes, Whittington, 2008). The...
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