ARCTERYX RESEARCH PAPER

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ARC’TERYX IS THE BRANDDouble spaced 12 point New Times Roman, Calabri, or Arial size 

12 font 

1 inch margins all around Accurate spelling and grammar

 Documentation for all references and quotations using APA -6th Edition style 

Please provide page #s and a cover page indicating your name and the retailer/brand/product of your research along with a Table of Contents 

WHAT TO RESEARCH: 

PART 1

FASHION COMPANY, PRODUCT (BRAND) & COMPETITIVE (30 points) 

  • Visit the fashion brand or fashion retail company website and briefly provide a background of the company (when the brand started), its mission/philosophy, type of industry it provides products for, overview of countries where products are sold (if available) and any other company relevant information (e.g., how many countries it has business presence now, and what percentages of its global revenues come from the U.S. and from all other markets, how many stores/locations they have) 
  • Provide a brief overview of the fashion product and/or company: its history, price and packaging info, any marketing techniques, and if possible, an overview of any ads, logos, slogans, colors etc.
  •  Beyond the material handed out in class, do a search on Lexis-Nexis, ProQuest, Hoover’s or other sources available through the library to look for any recent relevant articles on sales and/or trends in the product category. Trends in the product category are just as important as the brand or competition.  

PART 2

OVERVIEW OF CONSUMER CHARACTERISTICS (30 points) 

  •  Who is the target market and what are the characteristics of the market? Be sure to identify size, why they shop there, demographic characteristics, how is market segmented? 
  • What is the current (potential) demand for the fashion product (e.g., consumer buying trends)? 
  • Include consumer characteristics like age, sex, income, education, occupation, geographic location, and social class. 
  • What product attributes, benefits and values are important to the target consumers? 
  • How frequently do they purchase the product and where are they most likely to purchase the product? 

PART 3

COMPETITOR ANALYSIS (20 points)  

  • Provide a brief description of the competition faced by the company brand/ product in the U.S. In this section briefly describe the top competitors. You will include how your company is positioned against the competition. You may also want to include a few sentences on possible competitors from other categories that may act as competitors. 
  • In your opinion, how does your chosen fashion company/retailer position itself against the competition and what do you perceive its strengths and weaknesses to be compared to its competitors? Analyzing their fashion style, advertising messages, etc. is helpful in gathering this type of information. Using a table to draw these comparisons is a good way to present this information (SWOT analysis). 

PART 4

FASHION RETAIL/MARKETING STRATEGY (30 points)

(Note: Marketing plan execution: The use of multi-media and/or social media will be a plus. Figures, pictures, and videos are strongly recommended to illustrate your case)  

  • Develop 1 piece of creative. How to improve your chosen brand’s marketing strategy or what is your marketing strategy idea for your chosen brand/company based on above sections (consumer characteristics, competitor’s analysis)? 

You may develop a creative idea (a piece, a marketing strategy, etc.) to present/explain related to packaging, point-of-purchase displays, promotions, event sponsorship, an ad (TV, magazine), or social media (blog, YouTube, mobile, etc.) for your chosen brand/company. Depth of creative will be assessed. 

PART 5 

Career Opportunity (10 points) 

  • Based on your chosen fashion retailer/company above, describe the job in as much as detail as possible. 
  • What are the primary responsibilities of the position? 
  • What qualifications are required? How do they compare to your personal strengths and/or weaknesses? 
  • What opportunity is there for advancement?   
  • Why do you want to work for this company? 

PART 6 

COMPANY SOCIAL RESPONSIBILITY  

  • What social responsibility activities is your company involved with and why? 
  • What are the company contributions? 
  • What are their activities? 

EXECUTIVE SUMMARY – write this last, place it after the Table of Contents. (10 Points) A 1-page overview of the company, its current goals, consumers, competitors, and strategies

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