conduct a strategic audit on launching a korean high street brand Stylenanda in the UK
For basic brand understanding, please check Stylenanda brand website: http://en.stylenanda.com/index.html
It operates mainly online and started the brand with e-commerce, with a few stores in Asia, so this would be their first time entering a market that\’s not in Asia.
Please strictly follow through the structure below, and backed every information for micro and micro with concrete facts, current situations, news, not theory! Each point have to be critical and related to the brand in specific in entering the UK market.
Please check the attachment for samples and guideline on the strategic audit, and follow strictly with it.
IF HAVE ANY QUESTIONS, PLEASE REFERS TO THE ATTACHMENTS ON THE SAMPLE REPORT FOR WHAT THEY\’VE WROTE. THANKS!
STRUCTURE:
Strategic audit
2.1. Micro-marketing environment (+ competitor analysis No positioning Map)
Competitors: ASOS & TOPSHOP & FOREVER21
Suppliers
manufacturers
marketing intermediaries (Retailers
Agents
Distributors
Wholesalers
Advertising agencies
Market Research Agencies)
Consumers
Publics
2.2. Macro-marketing environment (PESTEL)
2.3. Customers perception towards the brand (not consumer profile, see Level 5 Fashion Marketing Strategies Session 2.pptx for more information)
2.4. SWOT (SWOT based on 2.1, 2.2, 2.3)
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