The Fashion Industry and the New Consumer

Choose from one of the following in a country of your choice to produce an academic report.
1, H&M
2, Tesco
3, Marks & Spencer
4, New Look
5, Primark
6, John Lewis
7, Arcadia/Topshop
8, Zara/Inditex
9. Superdry

Part A
(50 marks)
For the chosen organisation you should critically evaluate the organisation’s target audience and critically analyse the key influences impacting upon the buyer behaviour of its customers. In doing so, you should critically examine key marketing concepts and terminology related to this section of the report

Criteria:
Critically examine key marketing concepts and terminology related to this section such as the marketing concept, the marketing environment, the new consumer and customer typologies, the decision making process and key influences impacting upon customer choice and the importance of marketing research. Students should critically evaluate relevant academic theories and models to support the answer (25 marks).
Students will be assessed on the level of research undertaken and relevance of the answer in regards to the chosen organisation and country of choice (25 marks).

Part B
(50 marks)
For the same organisation you should critically evaluate the application of marketing practices from the point of view of the consumer and assess the current role of trends in marketing as components in the contemporary commercial environment. Students should critically discuss this theory in light of the ONE of the following contemporary issues
http://www.marketingweek.co.uk/
http://www.marketing-society.org.uk/
http://www.moneymarketing.co.uk/
http://www.marketingdonut.co.uk/
https://www.sendspace.com/file/q4bvlr

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