Marketing Plan for Fashion Industry in Australia

Running head: MARKETING MANAGEMENT
MARKETING PLAN FOR AN ENTERPRISE IN THE FASHION INDUSTRY OF
AUSTRALIA WITH FALLING MARKET SHARE
Name of the Student:
Name of the University:
Author’s Note:

MARKETING MANAGEMENT1
Table of Contents
1.0 Introduction.....................................................................................................................2
1.1 Background of the Fashion industry of Australia............................................................2
1.2 Brand’s situation within the industry...............................................................................3
1.3 Purpose and Brief of the Study........................................................................................3
1.4 Methodology selected for the report................................................................................3
2.0 Recommendations................................................................................................................4
2.1 Sustainable Fashion..........................................................................................................4
2.2 Sports Apparel and Footwear...........................................................................................5
2.3 Luxury Apparel................................................................................................................5
3.0 Research undertaken and analytical processes................................................................6
4.0 Segmenting, Targeting and Positioning Strategies.........................................................7
5.0 Indicative Marketing Mix...............................................................................................8
6.0 Conclusion............................................................................................................................9
7.0 References..........................................................................................................................10

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1.0 Introduction
As opined by D'Souza (2015), the profitability as well as the growth prospects of the
modern business enterprises greatly depend on their ability to respond to the requirements of
the business environment in which they operate or for that matter to the demands of the target
market that they serve. Burns, Mullet and Bryant (2016) are of the viewpoint that the
business enterprises also need to use different kinds of marketing strategies in order to
improve the demand of the commodities or services that they offer to the customers and
thereby to ensure the success of the same.
1.1 Background of the Fashion industry of Australia
Gardetti and Torres (2017) are of the viewpoint that the fashion industry is mainly
concerned with catering to the fashionable clothing needs of the citizens of Australia and
worldwide and also ensuring the fact that the customers have the opportunity to buy them
from the different stores of the nation. As discussed by Chang and Fan (2017), in the present
times it had been seen that construct of fashion had made a positive impact on the clothing
industry of Australia and the different enterprises are taking the help of the most recent
fashion trends for the manufacture of the cloths offered by them. The concerned industry of
Australia showed a growth rate of 2.4% in 2018 and the revenue earned by it in the same year
was $17.1 billion (Ibisworld.com.au 2019). In addition to the integration of the recent fashion
trends, it is seen that the enterprises are taking the help of processes of discounted sales, e-
commerce model of business and others for the enhancement of their profitability (Lee,
O’Cass and Sok 2017). However, despite the success attained by the fashion industry of
Australia in the last few years it had been seen that there are various enterprises which are
failing to attain the desired level of success, in terms of profitability, market share, customer
base and others (Di Benedetto 2017).

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1.2 Brand’s situation within the industry
The case study of the enterprise under discussion here clearly reveals the fact that the
enterprise under discussion here was once a profitable enterprise in the nation of Australia.
However, in the last decade the prospects of the concerned enterprise had declined in a
substantial manner and this had reduced the market share as well as the customer base of the
enterprise as well. Thus, the management team of the enterprise is exploring different kinds
of options for the purpose of “turning this situation around”. Three of the most important
options that the concerned enterprise had devised for the addressal of the situations are the
introduction of three new product lines, namely, sustainable fashion, sports apparel and
footwear and luxury apparel.
1.3 Purpose and Brief of the Study
The purpose of this report is to suggest a marketing plan for the enterprise outlined in
the case study for the mitigation of the adverse market condition that it is presently facing.
Thus, the report intends to offer a detail marketing plan for the sustainable fashion, sports
apparel and footwear and luxury apparel that the concerned enterprise wants to introduce in
its product portfolio by highlighting the process of segmentation, targeting, positioning and
marketing mix that it needs to use. More importantly, the report will also elucidate the
different risks that the enterprise is likely to face related to the introduction of these three
products and also the best possible manner in which they can be mitigated.
1.4 Methodology selected for the report
The researcher because of time and resource constraints had taken the help of
secondary data or sources for the completion of this report rather than the primary data. Thus,
the researcher will take the help of different peer-reviewed journals, industry reports,
newspaper articles and others to gather the data which in turn would help in the completion of
the report. This methodology had been selected by the researcher because it will help the