Essays on Marketing Strategies - FAB Super Case Study

Download full paperFile format: .doc, available for editing

The paper "Marketing Strategies - FAB Super" is an outstanding example of a marketing case study. FAB Super is a fashion retailer that specialises in high-end women's apparel. The business seeks entry into Canberra, where it targets women beyond size 16. The company’ s products are imported from China and locally (Sydney). This marketing plan presents a situational analysis and marketing mix with the view of conceptualizing an effective marketing strategy for entry into the Canberra market. Situation Analysis Market size With a population of around 392,400 people, the Canberra market offers a potential market for FAB products.

This is evident from recent statistics showing that some 38 percent of women in the cosmopolitan city are fashion enthusiasts, and will spend nearly 21 percent of their income on clothes, at least twice each month (Australian Retail 2012). It is estimated that the women’ s Apparel industry in the country is worth $10.2 billion. The industry is estimated to grow by 0.52 percent in 2014 due to a forecasted rise in consumers’ disposable incomes by 2.4 percent (Datamonitor. com, 2014). Consumer behaviour ABS statistics indicate that the country’ s three lowest income groups spend averagely $13, $20 and $41 on apparel, while the upper group uses averagely $46 and $67 per week (Abs. gov. au, 2014).

Still, industry experts assert that the fraction of expenses in the apparel industry has declined over the last decade due to real price deduction connected to the trade liberalisation and emergence of mobile phones and iPads (Australian Retail 2012). The target group should therefore have low disposable income for use on apparel. Because of Australia’ s casual lifestyle and modest climate, the women in Australia spend relatively less on clothing compared to other developed economies.

In the fiscal year 2005/2006, the average turnover for the apparel retail stores was approximately $10.1 billion. Australia’ s apparel industry has revolved around the casual and relaxed appearance of the target market (Jegethesan et al, 2012). Moreover, it reflects a multicultural society. Current industry statistics showed that most Australians tend to be comfortable in casual wear and extremely innovative fashion.

Reference

List

Abs.gov.au. (2014). 6401.0 - Consumer Price Index, Australia, Jun 2014. Retrieved 29 Oct 2014

Australian Retail. (2012). Clothing Retailing in Australia Industry Market Research Report Now Updated by IBISWorld. Retrieved:

Baker, M. (1998). Marketing: Managerial Foundations. New York: Macmillan Education AU

Belch, G. & Belch, M. (2003). Advertising and Promotion. New York: McGraw-Hill

Bhardwaj, V. & Fairhurst, A. (2009). Fast fashion: response to changes in the fashion industry. The International Review of Retail, Distribution and Consumer Research 20(1), 165–173

Chetty, S. K. (2013). Dimensions of internationalisation of manufacturing firms in the apparel industry. European Journal of Marketing, 33(1/2), 121-142.

Constantinides, E. (2006). "The Marketing Mix Revisited: Towards the 21st Century Marketing," Journal of Marketing Management 22(1), 407-438

Datamonitor.com, (2014). Datamonitor Research Store. Retrieved 28 Oct 2014, from http://www.datamonitor.com/store/Product/toc.aspx?productId

Deloitte. (2013). The Changing face of retail: the store of the future: the new role of the store in multichannel environment. Retrieved:

Dolnicar, S. (2008). Market Segmentation in Tourism, in: Woodside, A & Martin, D (eds.), Tourism Management, Analysis, Behaviour and Strategy. Cambridge: CABI,

Harcourt, T. (2000). Last line of resistance or an excellent opportunity: Australian trade unionresponses to globalization. Asia Pacific Business Review, 6(3-4), 74-92.

Ko, E., Kim, E. & Taylor, K. (2007). Cross-national market segmentation in the fashion industry: A study of European, Korean, and US consumers. International Marketing Review, 24(5), 629-651

Kotler, P. (2003). Marketing Management. New Jersey: Prentice Hall,

Jegethesan, K., Sneddon, J. N., & Soutar, G. N. (2012). Young Australian consumers’ preferences for fashion apparel attributes. Journal of Fashion Marketing and Management, 16(3), 275-289.

McMahon, K. (2012). The business of fashion: entrepreneurship and enterprise learning for the new ‘creative’ global marketplace – the Australian case study, Tokyo: Meiji University, pp. 1-12.

Mody, A., & Wheeler, D. (2007). Towards a vanishing middle: competition in the world garment industry. World Development, 15(10), 1269-1284.

Patterson, P., & Tai, S. K. (2012). Consumer perceptions of country of origin in the Australian apparel industry. Marketing Bulletin, 2, 31-40.

Rafiq, M. & Ahmed, P. (1995). Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics. Marketing Intelligence & Planning, 13(9), 4-15

Shen, D., Richards, J. & Liu, F. (2013). Consumers’ Awareness Of Sustainable Fashion," The Marketing Management Journal 23(2), 134-147

Trendwatching.com (2014). 7 Consumer Trends to Run With In 2014, Remember, the lazy will Not inherit the earth in 2014. Retrieved 28 Oct 2014,

Weller, S. (2007). Retailing, Clothing and Textiles Production in Australia. Working Paper No. 29 Centre for Strategic Economic Studies Victoria University October 2007

Download full paperFile format: .doc, available for editing
Contact Us