You work for ABS Marketing Ltd as an account assistant representing a fashion retailer. You have
been asked to prepare a research document that will be used by the fashion retailer to write a
marketing plan.
To do this, select a fashion brand of your own choice.
The list below is provided simply as a guide:
Designer: Alexander McQueen, Mathew Williamson, Vivienne Westwood
Luxury: Burberry, Chanel, Prada, Hermes,
Mid Market: Nike High Street: Top shop, Zara, Next, Uniqlo
Department stores: Marks and Spencer, Debenhams, Selfridges, House of Fraser
Part A: Undertake detailed research into the selected retailer by paying particular attention to the
customer market segmentation, targeting and positioning, marketing mix, current retail
environment, and their competition. Then, produce a marketing audit (research) report that
identifies the marketing activities and comments on their effectiveness.
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