Choose an international fashion retailer or brand from the below list. Undertake detailed research into this company and construct a 2500 word illustrated report demonstrating your understanding of core marketing theories.

Assessment Brief – Academic Year 2020/21

Module Code  ARTD1107Assessment TypeIllustrated Report
Module Title  Introduction to businessWeighting100%
Module LeaderPascal MatthiasModule Leader Email  
Launch Date  05/10/20Word Count2500
Submission Date by 11.59pm (UK Time)15/01/21Feedback to Students Date4 Weeks from hand in date.
Method of Submission  Turnitin on Blackboard  

ARTD1107 INTRODUCTION TO BUSINESS

ASSIGNMENT BRIEF

Choose an international fashion retailer or brand from the below list.  Undertake detailed research into this company and construct a 2500 word illustrated report demonstrating your understanding of core marketing theories. Research must include reference to academic journals, industry publications, textbooks and some form of primary research; i.e. observational research/comparative shopping. Work must be written following academic referencing standards of the Harvard system.

The list of international retailers or brands you may research are as follows:

  1. Burberry (UK)
  2. Bosideng (China)
  3. Zara (Spain)
  4. Gucci (Italy)
  5. Peacebird (China)
  6. Nike (US)
  7. Urban Revivo (China)
  8. Uniqlo (Japan)

The report should include the following:

  1. Undertake a PESTLE analysis. This MACRO analysis will explain factors outside of the brands control, which impact on the business.

2. MICRO analysis: Customers, competitors, suppliers, distribution and channels

3. Explain how the brand could segment its consumer markets (market segmentation) and evidence your understanding of the brand’s target market strategy. Ensure you include an illustrated customer pen portrait.

4. Construct a brand-positioning map, illustrating competing brands in the market. Provide an explanation of what insight this perceptual mapping gives the brand or retailer.

5. Examine the fashion marketing mix (4P’s) and brand strategy of your chosen brand or retailer.

5.1 Product: Analyse the brand’s product strategy by reviewing the product mix (product portfolio), you may do this diagrammatically.

Explain how ‘product’ is a key element in the overall market offering andexplain the differing product attributes that impact on branding.

Choose one product sold by the brand and complete a product comparison exercise with one other key competitors’ products.

5.2 Price: Identify and explain the brands pricing strategies. Explain how your chosen retailer/brand can justify charging different prices for different products within their product ranges.

5.3 Place: evidence: Identify the channels of distribution used by your company, you may wish to use a diagram to illustrate this; evaluate the store and digital environment strategy and how it may be affected by emerging retail trends.

5.4 Promotion: Describe the methods used for promoting the brand or through an illustration of the promotional strategy. You may wish to include some visual examples to support your analysis.

6. Examine ONE of the fashion marketing extended mix (People, Process or Physical Evidence) and brand strategy of your chosen brand or retailer.

6.1 People: Customer facing staff are an important interface between the

brand/retailer and the customer. Outline the importance of customer

service and provide examples of how your brand/retailer demonstrates this.

6.2 Process: Describe how efficient processes impact on the customer experience. Outline some of the actions your brand/retailer has taken in this area.

6.3 Physical Evidence: Explain why physical evidence is increasingly becoming important within the marketing mix. Provide one example of how your chosen brand/retailer is demonstrating this. Please include visuals if you wish to support your analysis.

7. Branding: Describe the fashion brand; its identity and values. Evaluate the brand position in relation to the key competitor that you have identified.

RESOURCES

Please refer to the module handbook for all other module information available on your Blackboard module site.

E: Learning Blackboard http://blackboard.soton.ac.uk

MAIN CORE TEXTS

Posner H (2015), Marketing Fashion, Laurence King

Jackson T & Shaw D (2009) Fashion Marketing, Palgrave

Suggestions for Preparatory/Background Reading

Any additional reading that may include academic journals can be viewed, downloaded or printed by accessing the library search systems (WebCat or Delphis) from any University Mac or PC. It may also be on your weekly plan on blackboard. You will be instructed each week

Journals/Websites

Journals via Emerald Insight online

Journal of Product and Brand Management

Brandchannel.com

Journal of Visual Communication

Journal of Fashion Management and Marketing

Digital Resources

Retail week

Drapers

Keynote

Euromonitor

WARC

Businessoffashion.com

Fashionandmash.com

Lsnglobal.com

Econsultancy.com

Brandrepublic.comTrendwatching.com

Module code ARTD1107A.Knowledge and Understanding
Having successfully completed the module, you will be able to demonstrate knowledge and understanding of:
Module TitleIntroduction to BusinessB. Subject Specific Intellectual and Research Skills
Having successfully completed the module, you will be able to:
Module LeaderPascal MatthiasC. Transferable and Generic Skills
Having successfully completed the module, you will be able to:
Assessment1 (100%)D. Subject Specific Practical Skills (optional to modules)
Having successfully completed the module, you will be able to:
Assessment TypeIllustrated report (-2500 words)E. Disciplinary Specific Learning  Outcomes (optional to modules)
Having successfully completed the module, you will be able to:
RefOutcomeFirst ClassSecond Class (Higher)Second Class (Lower)Third ClassFail
  100-8079-7069-6059-5049-4039-0
A1.Fashion business management concepts and theories and an understanding of marketing principles;Exceptional awareness of key principles and practices in your professional discipline.Comprehensive awareness of key principles and practices in your professional discipline.Very Good awareness of key principles and practices in your professional discipline.Sound awareness of key principles and practices in your professional discipline.Basic awareness of key principles and practices in your professional discipline.Little or no awareness of key principles and practices in your professional discipline.
A2.Introductory knowledge of organisations, markets, consumers, marketing, products, and pricing in the   fashion industry.Excellent familiarity with subject-specific, cultural and academic discourse.Comprehensive familiarity with subject-specific, cultural and academic discourse.Very Good familiarity with subject-specific, cultural and academic discourse.Consistent familiarity with subject-specific, cultural and academic discourse.Satisfactory familiarity with subject-specific, cultural and academic discourse.Poor familiarity with subject-specific, cultural and academic discourse.
B1.Explain the fashion marketing mix and its application to the marketplace;Very clear evidence of ability to review work from different perspectivesConsistent evidence of ability to review work from different perspectives.Clear evidence of ability to review work from different perspectives.Adequate evidence of ability to review work from different perspectives.Satisfactory evidence of ability to review work from different perspectives.Inadequate evidence of ability to review work from different perspectives.
B2.Demonstrate your ability to select, analyse and evaluate business data from a variety of sources.Outstanding analysis of sources and resources, extract what is useful and demonstrated ability to use itHigh degree of analysis of sources and resources, extract what is useful and demonstrated ability to use it.Very Good analysis of sources and resources, extract what is useful and demonstrated ability to use it.Good analysis of sources and resources, extract what is useful and demonstrated ability to use it.Rudimentary analysis of sources and resources, extract what is useful and demonstrated ability to use it.Very little analysis of sources and resources, extract what is useful and demonstrated ability to use it.
C1.Communicate ideas in oral and written formats;Excellent communication skills appropriate to a range of audiencesHigh degree of communication skills appropriate to a range of audiences.Clear evidence of communication skills appropriate to a range of audiencesCompetent communication skills appropriate to a range of audiencesBasic communication skills appropriate to a range of audiencesUnderdeveloped communication skills appropriate to a range of audiences
C2.Identify, select and draw upon a variety of printed and digital sources;Very highly effective selection and use of resourcesHighly effective selection and use of resources.Consistently effective selection and use of resourcesCompetent effective selection and use of resourcesBasic selection and use of resourcesIncomplete selection and use of resources
C3.Manage your workload to set deadlines.Exceptional time management, planning and organisation skillsExcellent time management, planning and organisation skills.Well-developed time management, planning and organisation skillsSound time management, planning and organisation skillsSome evidence of time management, planning and organisation skillsPoor time management, planning and organisation skills

Late Penalties: Any part of your assessment submitted after the deadline will be subject to the standard University late penalties (see below), unless an extension has been granted, in writing in advance of the deadline.

University Working Days Late:Mark:
1(final agreed mark) * 0.9
2(final agreed mark) * 0.8
3(final agreed mark) * 0.7
4(final agreed mark) * 0.6
5(final agreed mark) * 0.5
More than 50

Attendance: All full-time students are required to attend University for the duration of their programme each year, and to attend for such additional periods of study as may be required by the regulations of the programme of study that you are enrolled. The University Attendance Regulations are available from the University Calendar: http://go.soton.ac.uk/9xp

It is anticipated that students will only miss teaching sessions due to circumstances beyond their control such as illness, medical appointments, or other problems which must be dealt with immediately. Out of courtesy you should email the Module Leader for sessions you miss (preferably beforehand) to explain the reasons for absence (and you should copy to your Personal Academic Tutor any such correspondence).

A register of attendance may be taken in certain teaching sessions, and if your lack of attendance is cause for concern, we will contact you and ask you to contact your Personal Academic Tutor.

Unreported and sustained absence may seriously affect your learning capability and may result in you being withdrawn from your programme.

Special Considerations: If you believe that illness or other circumstances have adversely affected your academic performance, information regarding the regulations governing Special Considerations can be accessed via the Calendar: http://go.soton.ac.uk/9xo

Extension Requests: : Extension requests along with supporting evidence should be submitted to the Student Office as soon as possible before the submission date. Information regarding the regulations governing extension requests can be accessed via the Calendar: http://go.soton.ac.uk/9xo

Academic Integrity Policy: Please note that you can access Academic Integrity Guidance for Students via the Quality Handbook: http://go.soton.ac.uk/bxo

Please note any suspected cases of Academic Integrity will be notified to the Academic Integrity Officer for investigation.

References: You should use the Harvard style to reference your assignment. The library provide guidance on how to reference in the Harvard style and this is available from: http://library.soton.ac.uk/sash/referencing

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