BUMKT5902 Marketing Management: Bec + Bridge Analysis Report

This report presents a comprehensive situational analysis of the Australian fashion label Bec + Bridge. It begins with a background of the company, established in 2004, and proceeds to analyze its marketing environment, including strengths, weaknesses, opportunities, and threats (SWOT). The analysis highlights the brand's evolution, design focus, and market position, along with its challenges such as competition and sustainability. The report provides a detailed SWOT summary, emphasizing the brand's connection with its customers, unique designs, and partnerships. Furthermore, it proposes actionable marketing strategies for the next five years, addressing competitive threats and promoting sustainable practices, concluding with recommendations for the brand's future growth and innovation in the fashion industry.

Running Head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

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Executive Summary
The paper effectively discusses about the Australian fashion brand Bec + Bridge and on the
basis of the analysis tries to elucidate the areas that require greater concern for the managerial
team. The paper has created a SWOT analysis of the brand and on the basis of the analysis
make some recommendation that would allow the organization to overcome the threats and
enhance the area of the opportunities

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Table of Contents
Introduction................................................................................................................................4
Background to the company.......................................................................................................4
Environmental marketing analysis.............................................................................................4
SWOT Summary........................................................................................................................5
Recommended marketing strategies for the next 5 years...........................................................8
Conclusion..................................................................................................................................8
References..................................................................................................................................9

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Introduction
The aim of the paper is to present a situational analysis of the fashion label
Bec+Bridge that has been in vogue since the year 2004. The paper would take in
consideration the SWOT analysis of the company in order to develop a comprehensive
understanding of the challenges that the organization need to overcome and the
opportunities that the organization need to adhere to in order to develop sustainable
marketing. The course of the paper would follow the background of the company
followed by the analysis of the marketing on the basis of the background and the
environment of the company. The paper would also provide a summary of the SWOT
analysis followed by the summary of the same. The paper would also like to indulge in a
discussion of the recommendation that would assist the company in upcoming five years
(becandbridge.com.au, 2020).
Background to the company
The company Bec + Bridge had been founded in the year 2004 when the organization had
been invited to show case their garments and the outfits at the Mercedes Benz fashion
week that was being organized in Australia. The brand had attained the primary position
among the leading buyers of the fashion apparel. The premium outlets of the company
had placed their order with the brand and the recent media coverage have included the
fact that the Bec+Bridge should be involved in the must have list of the wardrobe of the
buyers of the fashion apparel (becandbridge.com.au, 2020).
Environmental marketing analysis
Strength
1. The brand has been evolving in a
faster rate and has been including
several factors in the source of its
Weakness
1. The cost of the unnecessary factors
have been disregarded. The cost is
incurred at the unknown designer

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creation of the fashion apparel.
2. The brand has been maintained by
the designers associated with the
brand.
3. It is made sure that the customers
grow with their apparel.
4. The relevance is maintained in the
growth of the brand.
5. The values of the health, working
hard and the personal time is
looked at with proper care in
terms of the brand.
and the inability of a particular
region
2. Dependence on the fashion trend
3. Dependence on the external
suppliers for its production in an
effective manner
Opportunities
1. The Diversity of the women is
considered while dealing with the
designs of the fashion apparel.
The importance has been provided
at the confidence of the modern
women.
2. The grounded nature of the brand
is rooted in the culture of the
people
3. Emphasize is placed on the brand
image and the association of the
customers with the values.
4. Emphasize is presented upon the
women born in Australia.
5. Style, strength and confidence is
celebrated
Threats
1. Threats from the growing
competitors in the market
2. The economy and the political
sphere creates massive threats for
the brand functioning in the fashion
industry
3. Another major threat of the
organization had been from the
dependence on the fashion trends
that has been there in the global
world
4. Another threat of the organization
is from the lack of the
sustainability in its dealing
(becandbridge.com.au, 2020).
SWOT Summary
Thus in order to sum up the scenario it can be suggested that the organization is
concerned with the production of the apparel for the women customers. The target group
of the organization are the one who are more drawn to the apparels made by the fashion
brands and the ones that are in vogue in terms of the fashion industry. The organization
have complied to the demand of the buyers who are mostly attracted to the fashion brands
and the products associated with it. The strength of the organization has been noted in the
fact that the organization had been able to connect to the demand of the customer. They

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have connected their customers with their process. The apparels have been designed
keeping the women form in mind. The uniqueness of the form and the design of the
apparel is crucial in developing the image of the brand (becandbridge.com.au, 2020).
The organization had developed a Bridal Edit where the brand is well known for the
understanding of the brand with the need of their customers who are mostly female. The
organization and their development of the designs are not restricted with the traditional
design of the brand but has also indulged in a development of the new design for the
brand on the basis of the changing need of the potential customers. As such, the brand is
not confined with the production of the traditional wear for the women but involves the
production of the swimsuit as well. A swimwear collection had been made by the terry
toweling and bonded bases.
The brand had emerged in the Australian sub terrain had been producing garments on
the basis of the local elements. The main uniqueness of the brand is imbedded in the
understanding of the brand on the basis of the celebration style as well as the confidence
of the brand in the style and strength that has been localized in certain extent.
The brand had been founded in the year 2004 and in the same year they had been
invited over to take part in on of the eminent fashion show in Australia. The leading
buyers of the fashion apparel in Australia had turned out to be the customer of the brand.
As such, in the years to come the brand had supplied for some of the leading stores. No
sooner the brand had been able to secure its position as the leading brand in the industry
of the fashion apparel. The media publicity had covered the brand ostensible as the brand
had managed to secure its position as a premium brand and had been suggested by the
media to be there on the list of the every ones wardrobe (becandbridge.com.au, 2020).
Another added advantage that the brand had attained is by working with the leading
departmental store of David Jones where both the brand had functioned in partnership in

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the year 2007. Among the brand other partners the prestigious international partner like
the Farfetch, Nichols, Luisa Via Roma had grabbed a premium position in the industry.
The strength of the brand is noted in the fact from the position that the brand is
attaining a leading position in the market in terms of the design that they are infiltrating
the Australian market with.
The uniqueness of the brand is maintained by the presence of the women in every
strata of the business where the fashion world had inspired a wide range of the
demographic segment of the customers on the basis of the gender of the customers as
highlighted upon by the brand (becandbridge.com.au, 2020).
It has been ensured by the core designer that the brand continue to experience a
growth along with them in a subsequent manner. With the trust being enthralled upon the
brand image of the brand it has been noted that the integration of the brand has been done
aiming at establishing the balance both in terms of the business model as well as with the
outset of the brand.
The opportunities of the brand is rooted in the diverse apparel and the tendency of the
brand to make their process as well as service in the production of the product by keeping
the customers in the center of the process. The threats that has been on the way of the
brand is the competition that has been on the way of the brand from the competitors that
is grabbing the market with an increased rapidity (becandbridge.com.au, 2020).
Another threat that the brand face is from sourcing the product from the external
market and paying for the in-house designers who work for the head designers of the
brand. Another factor that has been concerned in the case has been noted in the fact that
the organization failed to bring about sustainability in their production.

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Recommended marketing strategies for the next 5 years
On the basis of the swot analysis of the brand it can be stated that the organization can
bring about certain changes in the process that would allow the brand to develop their
strategies in order to overcome their threats and turn them into their strength
1. In order to deal with the competition that is prevalent for the organization can be
utilized by the order to overcome the threats from the competitors. The brand can
bring about differentiation in their product that would allow them to grab a new
position in the market (Davcik & Sharma, 2015).
2. The brand can also bring about the factors of sustainability in its production as it can
include additional factors like usage of the organic and recycle able material as well
as the ones that are environmental friendly in nature (Gupta & Kumar, 2013).
Conclusion
Thus in conclusion it can be stated that the brand need to comply to the trend of the
sustainable goods as well as bring about changes in the product by bringing about
innovation in order to cater to the demand of the growing customer group as well as
implement changes accordingly.

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References
becandbridge.com.au. (2020). Our Story. Retrieved 11 April 2020, from
https://www.becandbridge.com.au/pages/our-story
Davcik, N. S., & Sharma, P. (2015). Impact of product differentiation, marketing investments
and brand equity on pricing strategies. European Journal of Marketing.
Gupta, S., & Kumar, V. (2013). Sustainability as corporate culture of a brand for superior
performance. Journal of World Business, 48(3), 311-320.