Zara's Marketing Plan

FMAN3001 Fashion Marketing Assessment Brief               

Project Title: Marketing Plan

(Worth 100% of module marks)

Overview/Rationale

Marketing plans need to be created annually to give a strategic direction to a business for the year ahead or longer.

There have been many challenges for fashion businesses over the last 2 years. The businesses that looked ahead and adapted to the changing market, managed to survive. Whereas many already struggling businesses, ended up going into administration.  

The module requires you to develop a marketing plan for a fashion retailer. 

You are required to write a 3000-5000-word (no extra allowance) marketing plan written report, using any one of the following brands;

·         Primark

·         Marks and Spencer

·         Zara

Boohoo

Next

 If you want to propose and alternative brand you must do so by the 13^th October 2022 with your justification and reasons

Task

You are required to create a marketing plan for one of the fashion retailers stated above or one of your choice (If justification is given). Research, analyse and propose how your brand of choice needs to adapt their marketing plans for the future. Take into consideration the current macro environmental forces (in a PESTLE). The current situation of the business along with the market. Look at what marketing strategies the business needs to put into place to be innovative, remain ahead of the competition and how they need to communicate appropriately to its customer in the short-term, mid-term future and long-term future. 

Create a written marketing plan report.  You may include visuals, charts, diagrams, text and infographics if you wish. 

The word count is between 3000-5000 words (no extra allowance) Keep the writing clear and concise.    

All teaching on this module relates to the marketing planning process, so you will understand each stage that is required within the project from your lectures and seminars throughout term 1.

You can add your wider research into an appendix. The appendix is not marked, but to show evidence of research that helps form your analysis findings and proposals in your report.

Tables can be used for the following business models; (PESTLE, SWOT, Marketing mix analysis, social media analysis, Ansoff’s Matrix, positioning map) and placed in the appendix or main body of text (the main body is preferred).  These tables will not be counted in the word count, but must be in bullet points with the key findings written in a paragraph in the main body of text. This will demonstrate your critical analysis of the findings.  Note – You should be able to get the key messages across without reading the tables

After all of your research you then need to analyse the best marketing strategies to market your brand that is current, innovative and relevant to the target customer.  Your strategies should have clear SMART objectives. You must propose how your marketing activity will be planned, developed, launched and how you will measure the success of your marketing activities through KPI’s (key performance indicators).

Learning Outcomes

On successful completion of the assignment, you will have met the following learning outcomes:

1. Demonstrate the ability to analyse marketing data and apply within a commercial context.
2. To evaluate the retailers current customer profile and target market and positioning.
3. Critically analyse the retailer’s current position in the market place and identify the factors for its demise and loss of market share.
4. Plan and implement a marketing strategy to improve sales for an existing retailer.