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Charmed X three
EX ECUTIVE SUMMARY
To fully understand the complexities and Part two of this report will outline the teams This report concluded that the current
issues faced for retailers in the present ideal marketing strategy in conjunction with an menswear market is predicted to grow
day, this report performs an in depth analysis of Country Roads current strategies. steadily within the next five years. The
analysis of the current economic situation, Taking a holistic approach, this will include product biggest hurdle faced by the menswear
and key factors impacting the market. The strategies both tangible and intangible and the industry is the saturation of fast fashion
report includes a detailed examination benefits they will provide as well as ideal pricing brands in the Australian market. The
of the target Country Road consumer, strategies and the role they play in attracting a Country Road consumer is also more
including the where, how and why behind consumer. Country Roads promotional strategies conscious and aware than ever before,
their buying decisions. The current product will also be examined as well as suggestions on presented with overwhelming choices,
range will be discussed, along with an how to improve them. Furthermore Country Roads requiring more to encourage them to make
examination of their competitors, which will placement will be discussed including their supply a purchase. In order to stay competitive, an
determine Country Roads position within chain, store locations and visual merchandising overhaul of the price, product, promotion
the marketplace in comparison to their key strategies. A purchase plan and a promotional and place must occur. This would involve
competitors. An in depth SWOT analysis budget will also be provided, detailing where not totally redefining the Country Road
will also confirm how Country Road should money will be allocated in the teams proposed brand, but marketing it in a way that
move forward in the future in regards to range. Recommendations for all these areas differentiates the brand from its numerous
their products and brand as a whole. will be given, detailing how the team proposes competitors. The marketing plan presented
to improve in each faction of the Country Road is one that fulfils this objective and engages
brand. The findings of this report were conducted the consumer to encourage revenue
using primary and secondary data. growth.
Country Road is one of Australias most established fashion brands, however in a market flooded by choice and competition Country
Road is posed with the challenge of standing out to the savvy modern day consumer. This is where the value of a strong marketing
campaign cannot be underestimated, as is an indisputable factor in determining the success or failure of a brand in the current
Australian market. The challenge lies in establishing the ideal strategies to appeal to the intended demographic. This report will
outline a comprehensive marketing strategy, in conjunction with an in depth analysis of Country Roads current business strategies,
determining why and how Country Road should choose to adopt the strategies recommended. The findings of this report have been
determined using primary data in the form of findings from the teams previous market research survey, as well as a range of reputable
secondary data sources.