Global Market Management Analysis 2022

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Global Market Management
Name
(Affiliation institution)

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Executive Summary
Bec + Bridge Company based in Sydney was founded by Becky Cooper and Bridge
Yorston in 2004 and started its operation as a denim line before it expanded into women wear.
Environmental marketing analysis costs of internal and external analysis. The internal analysis
involved analysis of core resources and capability competencies such as human, financial and
physical resources. The external environment provided an analysis of political, economic, social,
technological, ecological and legal. The analysis showed that Bec+Bridge Company has various
opportunities in the internal and external environment such as changing consumer behaviours
customers toward online shopping, economic growth, political stability, disposable income of
consumers and growth in the market. The company also faces threats and challenges such as high
taxation, COVID19 pandemic, lack of diversification putting capital in stagnation, intense
competition, change in the laws as well as high inflation and interest rates. Online and offline
marketing strategies with diversification and differentiation incorporation are the best strategies
for the company in the next five years.

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Table of Contents
Executive Summary.......................................................................................................... 2
Introduction.................................................................................................................... 4
3.0 Environmental marketing analysis................................................................................... 4
4.0 SWOT Summary........................................................................................................ 8
5.0 Recommended marketing strategies for the next 5 years........................................................8
6.0 Conclusion................................................................................................................ 9
7.0 References................................................................................................................ 9

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Introduction
The Australian Fashion industry has experienced rapid growth for the past decades despite
several challenges such as intense competition, cautious consumer spending as well as rising rent
costs. According to IBIS World (2020), the revenue of the Australian fashion industry is
expected to rise at a rate of 1.8% annual as a result of Brick and Mortar companies in the
industry expanding to Online retailing to boost their business capacity. The growth has been
stimulated by the industry being flooded with Small and Medium organizations as well as
corporates. The competition growth has facilitated to the companies adopting various marketing
strategies to gain a competitive advantage. Therefore, the report provides a situational analysis of
Bec+Bridge Company. The report will focus on environmental market analysis, SWOT analysis
and provide recommendations on the suitable marketing strategies that Bec+Bridge Company
must adopt in the next five years to remain competitive.
2.0 Background to the company
Bec+Bridge was founded by Becky Cooper and Bridge Yorston who met at the
University of Technology in 2000 while studying Bachelor of Design in Fashion and Textiles at
the University of Technology, Sydney (Bec+Bridge, 2020). The formed Bec+Bridge in 2004
(Bec+Bridge, 2020). The organization has experienced rapid growth since its foundation and
operations in the fashion industry of Australia. Beck+ Bridge Company which is a Sydney based
company started its operation as a denim line before it expanded into women wear. Over the past
years, the company has faced some management and data integrity issues in its operations.
3.0 Environmental marketing analysis