an case study around 1500 words

INDIVIDUAL ASSIGNMENT
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This assignment is an application-based assignment that is designed to test your understanding of environmental analysis and marketing segmentation. Please refer to the marking rubrics for more information on how you will be marked.

Important Notes:

· Please ensure to add adequate in-text references to all the questions of this assessment- please see marking rubrics as this accounts for 10% of your grades.

Chicago Referencing Guide: https://uniskills.library.curtin.edu.au/referencing/chicago17/introduction/

· Each question in PART 2 must have at least 3 different in-text sources (minimum).

· If you are using Grammarly, please ensure it is the Curtin-approved version.

· Other Artificial Intelligence (AI) platforms can only be used as a form of idea generation. The use of AI for text generation may result in Academic Misconduct and significant penalties being imposed by the Student Misconduct team. The responsible usage of Generative-AI platforms accounts for 10% of your grades (see rubrics).

You must reference ideas from AI platforms using the guidelines provided in the following link:

https://uniskills.library.curtin.edu.au/referencing/chicago17/other/#generative-ai.

· You cannot copy and paste texts from any sources- including AI platforms. You must paraphrase:

https://uniskills.library.curtin.edu.au/assignment/writing/integrating-sources/

· You must complete an Gen-AI declaration form within 24 hours of your submission.

Assessment scenario

· You must answer all the questions of this assessment based on a selected Fashion Brand that has a rating of ‘ we avoid’ or ‘ not good enough’ on the Good On You website.

https://goodonyou.eco/

Part 1- Brand Selection

1) What is your selected fashion brand? Provide a brief overview of the brand (75 words). (2 marks)

2) What is the rating of this brand on the Good on You website? How does this rating relate to the United Nations Sustainable Development Goal number 12, which consists of ensuring sustainable consumption and production patterns? Please discuss the measures that this brand can improve to encourage sustainable consumption and production patterns. (8 marks)

UN SDG # 12: https://sdgs.un.org/goals/goal12

Your answer should be approximately 200 words.

PART 2- Application questions. You will address this part based on your PART 1 selection.

3- Conduct a SWOT analysis of the selected brand using Table 1. (30 marks)

a. You may utilise a maximum of two pages in Times New Roman size 12pt (Margin 1.27 Top/bottom/right/left). 1.0 Line spacing

b. Please refer to the marking rubric for more information

c. Information in RED may be deleted from your submission

2

2

Table 1- SWOT analysis

1. Strengths (select the 3 main strengths) 10 marks	Consequences to your selected brand	Suggestions (how this BRAND may take advantage of these strengths in its marketing efforts?)
1)
2)
3)
Weaknesses (select the 3 main weaknesses) 10 marks	Consequences to your selected brand	Suggestions (how this BRAND may minimise the consequences of these weaknesses?)
1)
2)
3)
Opportunities (select the 3 main opportunities) 10 Marks	Consequences to your selected brand	Suggestions (how this BRAND may take advantage of these opportunities to the selected brand?)
1)
2)
3)
Threats (select the 3 main threats) 10marks	Consequences to your selected brand	Suggestions (how this BRAND may minimise the implications of these threats in its marketing efforts of the selected brand?)
1)
2)
3)

4- Conduct a Segmentation Analysis of your selected brand by completing Table 2 and addressing the issues listed below. (20 marks)

• Provide an explicit profile of the primary target market by examining the specific characteristics in each of the broad segmentation variables (geographic, demographic, psychographic and behavioral) that are relevant to your selected brand.

• Explain HOW the characteristics you used to describe the primary target market are relevant to the selected brand

a. You may utilise a maximum of two pages Times New Roman size 12pt (Margin 1.27 Top/bottom/right/left)

b. Please refer to the marking rubrics for more information

c. Information in RED may be deleted from your submission

· Provide a suggested ‘name’ for the identified target segment.

Suggested name to the proposed segment: ___________________________

Table 2- Segmentation Analysis

	Segmentation characteristics - they must be all related to the same market segment / primary target market	Rationale - How is the selected characteristic relevant to the selected brand?
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioural Segmentation

5- Based on the SWOT (question 3) and segmentation (question 4) analyses you conducted, provide three recommendations of important aspects that should be considered in any of the 4ps of the selected brand to incorporate practices that align with principles of the UN SDG#12 (sustainable consumption and production patterns). The proposed suggestions should not be aligned with Greenwashing practices, and they should reflect an honest commitment to improving the brand’s sustainability.

You must explicitly link the recommendations to a particular SWOT element and how the recommendations relate to your identified segment. (30 Marks)

Recommendation 1 (200 words)

How does it relate to your SWOT analysis? How does it relate to the target market? How is this recommendation related to any of the 4p’s? Provide details of the provided recommendation.

Recommendation 2 (200 words)

How does it relate to your SWOT analysis? How does it relate to the target market? How is this recommendation related to any of the 4p’s? Provide details of the provided recommendation.

Recommendation 3 (200 words)

How does it relate to your SWOT analysis? How does it relate to the target market? How is this recommendation related to any of the 4p’s? Provide details of the provided recommendation.

Reference List