Brand: ABERCROMBIE & FITCH
**Requiremens to be followed exactly:
ORGANISATION : Submission is very organised with well constructed paragraphs, and has clear heading. It reads as one document.
WORD LENGTH : 2500 words +/- ONLY.
REFERENCES : Excellent APA style in-text citations used throughout document. Full referece list. (5 references or more)
Report TEMPLATE & points to be included please follow as requested.
1. Executive Summary (150 WORDS)
It contains a clear sequential summary of the main sections of the report. Credible research is clearly in evidence and use to good effect. The best possible market statistic is used to illustrate a point. It entices the reader to read on.
2. Introduction: Company, Brand & Products (250 WORDS)
The introduction's description of the company and brand is very clear, uses summarisation or paraphrasing to how deep understanding and is accurate. The key attributes of the product/ product category/ level of product and stage in the Product Life Cycle are well argued and applied.
*Product Life 1)Core 2)Actual 3)Augmented
IE: Core : Casual wear product (why purchase)
Actual : comfortable, material, fit cuttings (purpose beside core)
Augmented: 7 days return policies (service related)
*Product Life Cycle ( which stage the product is sitting on, PROVIDE GRAPH )
(product development/ introduction / growth/ maturity/ decline)
3. Internal Analysis: (Micro) Customer, Competitors & Company (300 words)
Present and describes research from relevant, up-to-date and credible sources (like Newslink) on customer and competitors and builds on research on the Company. Competitors relative Strength and Weaknesses are presented. Customers' Social and other media feedback on the company is described and analysed in relation to company/ product's strength and weaknesses.
4. External Analysis: (Macro) PESTELD (400 words)
Present and describes research from relevant, up-to-date and credible sources (like Proquest) on all parts of the PESTELD. These parts are clearly described and applied to the product in question. Opportunities and Threats for the product/ company are explored. Demographics, in particular, are a focus of the research.
** PESTELD ( 1 or 2 statement for each)
.Politic .Economic .Social .Technology .Envoronmental .Legal .Demographic
5. SWOT Analysis (150 WORDS)
All topics are in the appropriate sections. The SWOT is a summary of earlier section and no item stand alone.
* This summary must contain section 3 & 4 researchs, NO extra point should be added.
6. Marketing Strategy (STDP) and Recommendations (625 words)
The market segment are clearly define using _____graphics and based on research presented in earlier sections. Target market/s is measurable and accesible and paints a clear picture of the ideal customer. The product is clearly differentiated from its competitor set and a positioning statement analysed or recommended. Recommendations demostrate innovation and relate the product to market, and come from research.
*Segmentation (S) consist of 4 main categories:
1) Geographic: By place of residence.
2) Demographic: Easily measururable statistical measure of population ( age, race, gender, generation, etc )
3) Phychographic: Lifestyle( upper middle, middle, lower middle) Personality ( skilled working, working, lower )
4)Behavioral: When, how, how often, and why do customers use products?
*Targeting (T) (MUST achieve MASDA and explain on each)
Which audience the brand choose to target & every target audience has to achieve MASDA all five points.
*Differention (D) (creating a product or service that is preceived to be unique)
*Positioning (P) (positioning map is required)
(how product occupy a clear distinctive and desirable place relative to competing products in the mind of customer)
Lastly, * 2 Recommendations: demostrate innovation and relate the product to market and come from research.
7. Marketing Mix (4p's) & 3Recommendations (625 words)
Product branding, packaging, labelling and support (augmented) services are succincty and clearly described.
A recommendation on strategy for sustaining the product life is well made. Channel types and levels are described .
A recommendation on a more effective channel shows relationship of product to market to channel.
The current pricing strategy (one of the 5 main) is defined with examples.
Recommendations might argue for another pricing strategy or defend the current one.
Promotion analysis use examples to outline the Theme and Appeal of current promotions.
A recommendation here is permitted instead of one of the ones above.
4P - 1) Product 2) Place 3)Price 4)Production
* 3 recommendations are needed, choose 3 from the 4P's . (use diagram to explain and support)
*strongly recommend to include 'vertical marketing system'
ANY ENQUIRES PLEASE MESSAGE ME. THANK YOU
ONLY SCHOLAR WITH CONFIDENT TO COMPLETE THIS PROJECT WELL TO BID.
|Due By (Pacific Time)||09/26/2014 12:00 am|
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