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.
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