You have to write a minimum of 1000 words Market report on 'COTTON ON Group' based on with
3 main industry report which are (IBIS world-
Fast Fashion in Australia
, IBIS world -
Department Stores in Australia and
MarketLine-
Industry Profile Apparel Retail in Australia February 2020). I
also provided you with a Template named USE ME. In which you needed to write this report. with SWOT Table, BCG matrix, Competitor Landscape, product life cycle, Market Attractiveness Complete the 5 FORCES Model, Need to provide 8 Harvard reference
Overview
This report assignment is an individual project. Students are required to demonstrate the following: Research and prepare a written situation analysis and problems and opportunity statement for a hypothetical or nominated organization in industry by your facilitator.
1. Use online resources such as websites, journal articles, newspaper articles and databases (minimum 2 academic journals; total of 8 references).
2. Present an in-depth report that will include the following: a. Perform a Situation Analysis on the designated industry; i. External Environment – Remote ii. External Environment – Near iii. Internal Capabilities b. Develop a SWOT analysis table based on the Situational Analysis
Table of Contents Executive Summary2 Introduction2 Background2 Business Definition and Scope2 Situational Analysis2 External Environment3 Remote Environment3 Near Environment4 Critical success factors1 Internal Capabilities1 Organisation-Wide Capabilities1 Marketing Capabilities2 SWOT Table0 Conclusion0 References0 Appendix0 ALL HIGHLIGHTED sections should be deleted before final submission [Note: Make sure you update the above table after completion of report!] Executive Summary This is a summary of your main findings, conclusions and recommendations. It is a summary with all the key points of your paper. This should be placed on a separate page before your Introduction. Introduction Cover the following areas in your introduction: What the report is about; Its purpose or intent; How the report is to be structured; Introducing the context of Report (Your chosen Company); Add your Strategic Style and the Scope (5 year report based in X country) of the report. Aim for roughly 1 large paragraph. Background Introduce your selected Company, provide a detailed overview about the company, the background and history of the company. Provide statistics and discussion on the company’s market details and performance. Introduce an overview of their product lines (this can be a diagram if necessary). Discuss the company’s future direction. Furthermore, you should briefly introduce information on the Industry (global) (marketing details). Aim for roughly 2 paragraphs max Business Definition and Scope Specification of the organisation’s mission and vision statements; Market definition; Product definition; Competitors; Time / Scope (of report). Situational Analysis This whole section involves an essentially process of assessing the current situation facing the industry, arriving at a set of assumptions about the future and identifying key strategic issues that are likely to confront the organisation. Simply a heading… no additional writing required here! External Environment Purpose of the external environment analysis is to arrive at a view of the future. Simply a heading… no additional writing required here! Remote Environment Two step process (consider the following when discussing each force you identify): I. Marketers evaluate the information for accuracy, try to resolve inconsistencies in the data and assign significance to the findings. II. Environmental analysis enables marketers to identify potential threats and opportunities linked to environmental changes – that impact the industry! Each force identified per environmental factor listed below can be placed in point-form, remove ANY environmental factor not identified in research / analysis subject to industry (remove or add dot-points where necessary – subject to research / analysis). Both your Remote and Near Environment is based primarily on the Industry. You need to back these sections up as best as possible with relevant citations! Economic forces [Add brief description of environmental factor HERE] [Add force impacting environment factor below – provide citations where possible] · · · Sociocultural forces [Add brief description of environmental factor HERE] [Add force impacting environment factor below – provide citations where possible] · · · Political-legal forces [Add brief description of environmental factor HERE] [Add force impacting environment factor below – provide citations where possible] · · · Technological forces [Add brief description of environmental factor HERE] [Add force impacting environment factor below – provide citations where possible] · · · Natural environment forces [Add brief description of environmental factor HERE] [Add force impacting environment factor below – provide citations where possible] · · · Near Environment The following section will analysis the key market and industry variables, an overview of competitors and current customers within the market. Simply a heading… no additional writing required here! Market review [The following section should briefly discuss the market size ($), growth or decline, future outlook and key trends driving the industry] Aim for roughly 1 - 2 paragraphs max Market & Product Analysis Complete the Product Life Cycle here. Growth > Competitive Turbulence > Maturity > Decline or Extension. Suggest you place the MODEL in your report and point out where competitors are in model and current industry life cycle. Add model and point out where your business is in life cycle, including competitors in comparison! Have roughly a paragraph discussing WHY your business / industry is in the particular stage indicated in the model! Market Attractiveness Complete the 5 FORCES Model. The lower the level of competitiveness in the industry, the higher the level of industry attractiveness. Forces include: Rivalry among Existing Firms; New Entrants; Substitutes; Supplier Power; and Buyer Power Suggest you place the MODEL in your report. Provide roughly 2 dot points per force and rank accordingly. Competitive Review The analysis of all existing and potential competitors: There are 9 steps to obtain the following information pertaining to your main competitors. This has been “Refined” into the table below, that includes the necessary components to fulfill this section! Note: Steps for detailed Competitive Analysis when considering: 1. Identifying WHO the most important competitors are by: · Look at your Five Force analysis. · Identify top market shareholders, or strategically most important ones. · Think of both current and potential competitors: is new entry or substitute entry likely? Who are the key players in these areas? · Sellers / buyers: will they forward / backward integrate? · Have a list of 3 competitors. 2. Identify WHAT they are doing right now and will do in the future. Competitor Landscape Competitor Overview Objectives Current Strategy Current Resource Base Expected Future Strategy Competitor Type [ADD} Name of competitor [ADD] Provide brief details of competitor etc. (e.g. current marketing performance and competitive position in market) [ADD] Assess competitors current and future objectives & goals [ADD} Assess competitor’s current strategies. [ADD] Assess competitors resource profile (strengths & weaknesses / vulnerabilities) [ADD] Predict competitor’s future strategies. [ADD] What “Type” of competitor are they? (e.g. prospector, defender, analyzer or reactor) Be concise and to the point, place in table (landscape). Aim for roughly 3 competitors. Distribution Channels Key parts: · The way the distribution channels operate from this industry. · Where the power lies in the distribution channels. · Emerging trends such as moves towards strategic alliances between competitors and intermediaries. · Potential strategic alliances for our organisation. · The use of technology. Note: Try to discuss each one – review databases to source information. Write roughly a paragraph – refer to annual reports / database where necessary, but keep it to the point! End User Customer (Consumer Analysis) 6 Questions Framework (complete the following based on the broad sector whom purchases from your business): 1. Who are the buyers (or potential buyers)? 2. Who is involved in the purchase decision process (initiators, influencers, decision makers, buyers and users)? 3. What do they buy? 4. Why and how do they buy? 5. Where do they buy? 6. What trends are emerging regarding buyer behaviour? 7. What are their changing needs and preferences? 8. How do current customers and prospective customers rate each of the competitors in regards to product quality, price, availability, brand reputation, customer service / customer engagement and value? Can be placed in model / or table (you can use a “Smart Art” model…). Keep it to the point, try and support with references. Remember this is a broad overview of the typical consumer in the industry. Supply Discuss the power of suppliers; look at porter’s five-force model. Write roughly a paragraph – refer to annual reports / database where necessary. Keep it the point! Critical success factors Now you are in a position to step back and contemplate the prerequisite skills and resources that an organisation, in a similar competitive position to the planning unit, must have in order to perform successfully in this industry. Note: In this section, you are being asked to provide a summary of your assessment of the Market for X. The essence of this section is to clearly articulate: · The key opportunities identified within your external analysis and · The limitations/constraints of X. So what are Critical Success Factors? What does it take to succeed in the industry? Skills and resources you must have to achieve and sustain a competitive advantage. Two Types: (1) One lowering costs; (2) Ones creating superior customer value. TIP: For the assignment only identify a maximum of 5 CSF’s and provide rational from the external analysis why you chose these. A response to critical success factors: this is what it takes to succeed in the market environment – do we have the internal resources to match? What does it take to take on these opportunities and threats? Can be dot point form – to the point, but must see the relevance based off prior sections. Internal Capabilities Is part of the situational analysis, it is to determine the organisation’s capabilities compared to their competitors and its ability to compete successfully in each of its chosen product-market segments. Simply a heading… no additional writing required here! Organisation-Wide Capabilities (Non-Marketing Capabilities) The objective of this phase of the situation analysis is to determine the financial position of the organisation and its ability to meet performance expectations – analysis of organisation effectiveness. Simply a heading… no additional writing required here! Financial Position Analysis of financial factors should include consideration of profitability ratios, liquidity ratios, operational efficiency ratios and leverage ratios. A cash flow analysis and sources and use of funds analysis should also be undertaken to give an in-depth understanding of the organisations financial position (current and forecasted position). Diagnosis of strengths and weaknesses should be completed (point out clearly) – this section you can focus on the main financial details, typically found in databases and annual reports (large tables etc. can be placed in appendix). Roughly a paragraph or two. Organisational Effectiveness Complete McKinsey 7 – S Model. the model combines seven essential forces: structure, strategy, systems, skills, style and staff, which are all united by shared values (organisational culture) – use sub-sub-headings per force!! Can be in table format or model (can use Smart Art model…). Sentences preferred over point form. Marketing Capabilities An assessment of the planning unit’s marketing capabilities needs to consider the way marketing is managed within the organisation and the performance in the marketplace. Simply a heading… no additional writing required here! Marketing Management To accomplish this section, four major areas of marketing management are recommended to be included in the review: Marketing organisations, Market Intelligence Generation and Dissemination, Marketing Planning and Marketing Control – use sub-sub-headings per major area! (refer to “internal capabilities.pdf” file) Roughly 1/3 – 1/2 a page of writing. Marketing Strategies & Performance The emphasis on the efficiency of the marketing operation (two main areas – look into the marketing mix (4ps) strategies aligned with the overall positioning thus far – for marketing strategies) (for marketing performance look into sales, market share, profits, customer satisfaction etc, are they achieving the businesses results wanted / needed?) Whereas the first part of the review of marketing capabilities emphasises the efficiency of the marketing operation, this part of the review emphasises effectiveness aspects. The review commences with consideration of