Bardot Marketing Plan

Holistic Report

By: Elizabeth Ricketson, Hayley Ashworth, Stephanie Smith & Rachel Louey

Group: M

Garment Category: Fashion Tops

Table of Contents

1.0 Executive Summary 5

2.0 Current Marketing Situation 7

2.1 Market Situation at a Glance 7

2.1.1 Industry Revenue 7

2.1.2 Product & Market Segmentation 8

2.1.4 Industry Costs and Average Sector Costs 9

2.1.6 Major Players 11

2.1.7 Consumer/Customer Profile 13

2.2 Product situation 13

2.3 Competitive situation 15

2.3.1 Sportsgirl 15

2.3.2 Dotti 16

2.3.3 Forever New 16

2.3.4 Cotton On 17

2.3.5 Competitor Perception Map 18

2.4 Distribution situation 19

2.4.1 Distribution of Bardot fashion tops 19

2.4.2 Retail Distribution Channel 19

2.4.3 Myer 19

2.4.4 Australian Wholesale Boutiques 20

2.4.5 International wholesalers 20

2.4.6 Bardot online 20

2.5 Macro environment situation 21

2.5.1 Economic Conditions 21

2.5.2 Political and Legal forces 21

2.5.3 Competition 22

2.5.4 Social and Cultural forces 22

2.5.5 Technology 22

3.0 SWOT & Issues Analysis 23

3.1 Strengths 23

3.1.1 Affiliation with Myer Department Stores 23

3.1.2 Bardot's Subsidiaries 23

3.1.3 Encouragement of Customer Loyalty, Through Use of VIP Cards 23

3.1.5 Bardot has an online store 24

3.2 Weaknesses 24

3.2.1 Consumer Price Perception of Bardot Garments 24

3.2.2 Bardot Cater Primarily For Small Figured Women 24

3.2.3