MARK ET I NG

P L AN
Charmed X three

To fully understand the complexities and
issues faced for retailers in the present
day, this report performs an in depth
analysis of the current economic situation,
and key factors impacting the market. The
report includes a detailed examination
of the target Country Road consumer,
including the where, how and why behind
their buying decisions. The current product
range will be discussed, along with an
examination of their competitors, which will
determine Country Roads position within
the marketplace in comparison to their key
competitors. An in depth SWOT analysis
will also confirm how Country Road should
move forward in the future in regards to
their products and brand as a whole.
Part two of this report will outline the teams
ideal marketing strategy in conjunction with an
analysis of Country Roads current strategies.
Taking a holistic approach, this will include product
strategies both tangible and intangible and the
benefits they will provide as well as ideal pricing
strategies and the role they play in attracting a
consumer. Country Roads promotional strategies
will also be examined as well as suggestions on
how to improve them. Furthermore Country Roads
placement will be discussed including their supply
chain, store locations and visual merchandising
strategies. A purchase plan and a promotional
budget will also be provided, detailing where
money will be allocated in the teams proposed
range. Recommendations for all these areas
will be given, detailing how the team proposes
to improve in each faction of the Country Road
brand. The findings of this report were conducted
using primary and secondary data.
Marketing Plan - Country Road 2016
EX ECUTIVE SUMMARY
This report concluded that the current
menswear market is predicted to grow
steadily within the next five years. The
biggest hurdle faced by the menswear
industry is the saturation of fast fashion
brands in the Australian market. The
Country Road consumer is also more
conscious and aware than ever before,
presented with overwhelming choices,
requiring more to encourage them to make
a purchase. In order to stay competitive, an
overhaul of the price, product, promotion
and place must occur. This would involve
not totally redefining the Country Road
brand, but marketing it in a way that
differentiates the brand from its numerous
competitors. The marketing plan presented
is one that fulfils this objective and engages
the consumer to encourage revenue
growth.
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Executive Summary ............................................................................. 2
1.0 Introduction .............................................................................. 4
PART ONE
2.0 Current Market Situation ...............................................................6
2.1 Market situation and overview of market ....................................6-8
2.1.2 Target market .......................................................................9-12
2.2 Current product situation ........................................................13-19
2.3 Competitor analysis (incl. positioning map) ..............................20-23
2.4 Current distribution (internal and external) ...................................24
2.5 Macro environment .......................................................................25
2.5.1 Demographic...............................................................................25
2.5.2 Political/Legal .............................................................................25
2.5.3 Economic ...................................................................................25
2.5.4 Social/Cultural ............................................................................26
2.5.5 Technological .............................................................................26
3.0 SWOT Analysis ..........................................................................27
3.1 SWOT Analysis - Brand ....................................................... 27-29
3.2 SWOT Analysis for product category .........................................30
3.3 Issues analysis (Addressing the 4Ps) .......................................31
4.0 Objectives .................................................................................32
4.1 Financial objectives ..................................................................32
4.2 Marketing objectives ..................................................................32
Marketing Plan - Country Road 2016
Content
PART TWO
Marketing strategies and recommendations
5.0 Recommendations ..............................................................34
5.1 Current product strategies ..............................................34-37
5.1.2 Product recommendations ...............................................38
5.2 Price strategies ...................................................................39
5.2.1 Current price strategies ....................................................39
5.2.2 Price recommendations ....................................................39
5.3 Promotional strategies .........................................................40
5.3.1 Current promotional strategies ....................................40-43
5.3.2 Promotional recommendations .........................................44
5.4 Place strategies ...................................................................45
5.4.1 Current place strategies ..............................................45-46
5.4.2 Place recommendations ...................................................47
6.0 Purchase Plan & Promotional Budget ..................................48
6.1 Purchase Plan ................................................................48-53
6.2 Promotional budget ........................................................54 -57
7.0 Conclusion ..........................................................................58
References .............................................................................59-60
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 1.0 introduction

Country Road is one of Australias most established fashion brands, however in a market flooded by choice and competition Country
Road is posed with the challenge of standing out to the savvy modern day consumer. This is where the value of a strong marketing
campaign cannot be underestimated, as is an indisputable factor in determining the success or failure of a brand in the current
Australian market. The challenge lies in establishing the ideal strategies to appeal to the intended demographic. This report will
outline a comprehensive marketing strategy, in conjunction with an in depth analysis of Country Roads current business strategies,
determining why and how Country Road should choose to adopt the strategies recommended. The findings of this report have been
determined using primary data in the form of findings from the teams previous market research survey, as well as a range of reputable
secondary data sources.

Marketing Plan - Country Road 2016 4