Students are required to prepare and submit a marketing plan critically examining and evaluating key strategic issues and opportunities of a company within the fashion industry in a region of your choice. The expected table of content includes:

1. Introduction: Brief introduction to the brand (max 100 words).

3. Marketing audit: Include a PEST analysis of the external market in the selected region, a competitor comparison in that same region with the key elements that you deem relevant, and a table with the TOWS analysis of the brand.

4. Objectives (based on the marketing audit): SMART framework, strategic thinking (what weakness are you trying to develop, what threat are you trying to mitigate, what opportunity are you trying to leverage?)

4. Product strategy to meet the objectives (layers of the product, USP, benefit…)

5. Communication strategy to meet the objectives (choice of message, media, etc)

6. Price and distribution strategies to meet the objectives (pricing strategy – competitive/premium/etc… and place strategy – selective/exclusive/intensive/channels…).

7. Measurement and KPIs (selected KPIs that will determine the success of the marketing plan/strategy)

8. Gantt chart with key timelines and tasks.

You need to include a specific section with all the References. Make sure that you carry out proper research and justify your choices. The strategy should reflect on good analysis and be justified.

Formalities:

· Wordcount: 2500 words

· Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

· Font: Arial 12,5 pts.

· The in-text References and the Bibliography have to be in Harvard’s citation style.

It assesses the following learning outcomes:

3. Create marketing strategies and programs.

4. Formulate a strategic marketing plan for a company or brand.

5. Systematically review the outcomes of a marketing plan

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