Discuss Strategic Marketing & Retail of Prada

Order Description

Brand: Prada
Business: womenswear

Report should be structured according to the following index of contents. (the use of appropriate imagery is very important to support description of complex concepts as well):

1) Introduction (brief description of the chosen brand, of the chosen business, of the
objective of the report)

2) Company Analysis:
a. Company history (key milestones)
b. Vision and mission
c. Ownership (public vs private, etc.)
d. Business description (business units, product categories, etc.)
e. Business performance (analysis of sales and profitability during recent years)

3) Market Analysis:
a. The market demand (Quantitative perspective: total size, segmentation by
customer group, region, sub-category; Qualitative perspective: customer purchase
motivations and drivers, influence of social, cultural and economic trends; etc.)
b. The competition (5 forces model, direct and indirect competitors, key strategies.)
c. The distribution system (key distribution channels in the selected market and
breakdown, if possible);
d. The external environment, micro and macro. (PESTEL analysis)

4) Strategic marketing
a. Customer target
b. Brand positioning
c. Brand promise, brand equity (awareness, image, etc.), brand value.

5) Operational marketing
a. Product management strategies; (use BCG growth-share matrix model)
b. Pricing strategies;
c. Distribution strategies

6) Conclusion

7) reference list

Please notice: no need to write 1)introduction and 6)conclusion. I will do it myself.
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