Bardot Reort

22355 Words Apr 7th, 2012 90 Pages
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
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In the case of this report, the product category was fashion tops, was based on the assigned Bardot ‘shredded festival top’. The current marketing situation was established for this product category, specific to the Bardot brand. Our group developed a marketing situation, product situation, competitive situation, distribution situation, and a macro environment situation. The target market was established using analysis from the results of a survey administered
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