appendix 2500-3000 words situational analysis 1) Undertake a thorough critical situational analysis of that brand in your chosen market and identify key opportunities and threats.

appendix 2500-3000 words situational analysis 1) Undertake a thorough critical situational analysis of that brand in your chosen market and identify key opportunities and threats. Include your situational analysis as an appendix at the end of your report. Discuss the key findings of your situational analysis at the beginning of the report. This will inform your strategy decisions.

2) Using the situational analysis to guide your choices, propose a marketing strategy with appropriate marketing programmes for your chosen fashion brand, demonstrating how the strategy will enable the brand to achieve a successful competitive position in the market. The marketing strategy and programmes should incorporate relevant sustainability programmes as a part of the strategy development.

3) As a part of your marketing strategy, develop an integrated marketing communications plan for the chosen product range/line in the chosen country. Your communications plan should focus on one particular campaign.

Please ensure that you complete all parts of the assessment brief (3 parts in total)

Your assessment should be presented as a Business Report, using headings and sub-headings.

You are expected to use appropriate literature, secondary data and business intelligence to support your arguments, and to include relevant theories, models and tools.

See over the page for further guidance

Guide to writing your assignment

Guidance will be given throughout the semester in lectures and seminars.

• Ensure that you complete all parts of the assessment (3 parts in total)
• You should include your situational analysis as an appendix to the main report. This means it

should be included at the end of the report, after the references.

• Use tables within your situational analysis. You must support your findings within the

situational analysis – cite all sources.

• The situational analysis will not count towards your overall word count provided it is included

as an appendix.

• Discuss the key findings of your situational analysis in the main report, which will inform your

strategy decisions.

• Ensure that you include relevant theories, models, and tools where appropriate.

You are expected to use appropriate literature, secondary data and business intelligence to support your arguments, and to include relevant theories, models and tools. All images should be directly relevant to your text. Conclusions and recommendations to be included within the 3000 word count. Abstract, Appendices, Bibliography and Table of Contents do not contribute to the final word count. Where appropriate tables are used, provided the tables are labelled, the words within the tables will not count towards your final word count.

Structure for writing your assignment

• Title Page with the title of your report, relevant image, the title of your degree, the date and your word count.
• Table of Contents
• Main report – use headings and subheadings where appropriate

1. Introduction

2. Summary of situational analysis (key findings)

3. Proposed strategy

4. Proposed programmes

5. Proposed marketing communications campaign

6. Evaluation

7. Conclusion

• References
• Appendices – Situational Analysis

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