Reference no: EM133588910

Question: You are required to demonstrate your understanding of marketing theory as it relates to a real world setting. This assessment relates to the content we cover in Topics 4-8, use these lectures and resources as a guide to what you need to consider in your assessment. You will perform better in the assignment if you are able to integrate marketing theory into your analysis and use academic theory to justify your proposals.

Your scenario for Assessment 2: Following on with your consultancy work for your chosen company, you are now required to respond to your client's desires to launch a new product/service (choose product or service as you deem relevant to your client).

Part A - Report
You are required to prepares a 1500 word report which provides 1) an overview of your market segmentation, targeting and positioning, including a detailed target market avatar, and 2) an overview of your product/service pitch. You will also prepare a 10 minute recorded pitch for your product or service to convince your client this is the way to go.
In preparing ths Assessment, you need to demonstrate you have built on your ideas and any feedback received in Assessment 1, use your research from Assessment 1 to justify decisions about your target market avatars, their wants and needs, and similarly, justify the decision you make for your new product/service with this evidence. Of course, you should also bring in new research where relevant.
For this assessment, as you are building on research from Assessment 1 and developing further in this assessment, you should include a minimum of 15 academic references and 6-7 contemporary reputable industry sources.
Report Structure - Use the following structure to organise your report: Title page
Executive Summary
Table of Contents
1.0 Introduction
2.0 Scope of Report - summary of consulting work so far (i.e. a few key points from your
Assessment 1 and include any responses to feedback or refinments in your thinking) and
purpose of report
3.0 Segmentation, targeting and positioning strategy
3.1 Include relevant subheadings 4.0 Product/Service Pitch
5.0 Conclusion References
The case is

Rad Eddie is a high-end fashion label specialising in organic denim ranges. Established in 2004 by two university friends, Alex and Soni, the label has experienced steady growth and featured in several high profile fashion weeks over the years. At the beginning of 2020, Rad Eddie had an international distribution network, with partners in world-renowned fashion hotspots such as Paris, New York, Hong Kong, Singapore and Sydney. However, the global pandemic of COVID-19 brought a rapid halt to international trade and Rad Eddie's supply chains and key markets were drastically affected. As the world looks to recover from the impact of COVID-19 and businesses navigate the economic and social realities of a post-COVID global marketplace, Rad Eddie's owners are now seeking your advice as they look to recommence design, manufacturing and supply/retail of their fashion products over the next few months.
Rad Eddie's owners are very conscious that one of their key target markets (i.e, young women aged between 20-30 who love to socialise and keep on-trend) have had their lifestyles terribly impacted through such things as the closure of social venues (e.g. cafes, restaurants and nightclubs). This COVID-19 event not only affects how these women spend their time and their money, but a proportion of target market were working in the hospitality industry prior to COVID-19 shut downs. Many are now without incomes, and those who are in employment are very conscious of saving extra dollars due to the uncertainties of the economy at the moment. As many are without their normal social outlets, their need to have new outfits for a special occasion or work functions has decreased.
Rad Eddie's owners have also established a strong commitment to sustainability over the last decade through initiatives focused on their staff and contractors, and their environmental impact. COVID-19 presents a range of ethical and corporate social responsibility considerations for all businesses attempting to recover their businesses from COVID-19. In some cases, businesses have been motivated to embark on added commitments to sustainability, in other cases, the focus on economic survival will see businesses cut commitments to social and environmental initiatives.