Está en la página 1de 5

Research Report on Cotton On Group

Written By:

Hannah Max Bevan S3546948

Jessica Bosnic S3502779

Laura Leanza S3559786

Valerie Lau S3513285

Requested By Yuping Li for Marketing for Fashion and Textiles

Due Date: Thursday 1st October


Executive Summary

This report is an in depth research into the Cotton On group. The purpose is to explore and

conduct a SWOT analysis, positioning the company in comparison to its competitors, discuss the

current and future state of the TCF industry in Australia and to finally draw conclusions and

recommendations based on all findings.

The findings of this report discovered that Cotton On is an extremely successful company in

Australia, which is thriving in an industry filled with global competitors.

Major conclusions from this report is that Cotton On has needed to adapt to the changing climate

of fashion retail in Australia, introducing a strong online platform both on social media and online

stores in order to compete with increasing overseas competition. They have branched into various

consumer segments successfully.

As a group our major recommendations are for global expansion to allow them to explore relatively

new markets such as Asia, improving their online store to capture a larger online audience and

create a seamless online and instore retail experience and small improvements to quality to match

close competitors such as H&M and Jeanswest.

! 2
!
Contents Page

Introduction 5
1 History and Background of the Company 6
2 Situation Analysis (SWOT) 7
2.1 Strengths 7
2.1.1 Wide market coverage
2.1.2 Locations (easily accessible)
2.1.3 Global presence
2.1.4 Quality fast fashion is reflected at a low cost
2.1.5 Cotton On foundation
2.1.6 High Stock Turnover
2.2 Weaknesses 8
2.2.1 Inability to respond to trends rapidly
2.2.2 Internal communication is slow and poor between head office and retailers
2.2.3 Low quality products
2.2.4 Poor customer service
2.2.5 Poor Store Layout
2.2.6 Unreliable Shipping from the website
2.3 Opportunity 9
2.3.1 Global expansion in growing markets such as the Middle East, China and South
America
2.3.2 Opportunity to increase customer flow by exploring innovative promotional strategies
(in Australian and overseas stores)
2.3.3 Improving the online store
2.3.4 Develop innovative product diversity
2.4 Threats 11
2.4.1. International competitors global expansion
2.4.2. Increase scarcity in retail rental space in major Australian cities.
2.4.3. Poor supplier conduct threatens marketing and brand image
2.4.4. Consumer attitudes towards buying large quantities of clothing and footwear is
declining in Australia.
2.4.5. Australias ageing population
3 Companys Positioning Strategy and Consumer Segments 12
3.1 Cotton On
3.2 Cotton On Body

! 3
!
3.3 Rubi Shoes
3.4 Typo
3.5 Supre
3.6 Factorie
3.7 Cotton On Kids
3.8 Cotton On Free
3.9 Cotton On Foundation
3.10 Positioning map
4 External Environments Impact on the TCF Industry 15
4.1 Demographic 15
4.1.1 Increase in wealthy immigration levels
4.1.2 Australias ageing population
4.2. Economic Impacts 15
4.2.1 Employment levels
4.2.2 Fluctuating Exchange rate
4.3 Competition 16
4.3.1 International brands moving into Australia
4.4 Social cultural 16
4.4.1 Shopping online has become convenient for businesses and consumers
4.4.2 Impulse buying using smartphones or tablet devices
4.5 Political and Legal 17
4.5.1 FTA
4.5.2 Labelling Laws
4.6 Technology 17
4.6.1 Google unveils new Purchases on Google.
5 Conclusion 19
6 Recommendations 20
6.1 Global Expansion
6.2 Improve Online Store
6.3 Improve Quality
6.4 Increase Airfreight
6.5 Innovative Promotional Strategies
References 21
Appendix 25

! 4
!
Introduction

The following is a research report on the marketing activities of Cotton On Group. The aim is to

understand the fashion brand and how to conduct a marketing business report. This is an

assignment administered by the Marketing subject within the Associate Degree of Fashion and

Textile Merchandising at RMIT University.

Information has been gathered from a variety of secondary sources, both digitally and from

textbooks. Primary research consisted of a face-to-face interview with a current Cotton On

employee along with follow up information from staff at head-office.

The scope of this report ranges from the History of Cotton On Group, the marketing elements, and

summaries of findings.

Material included are company history, background, a situation analysis, the companys

positioning strategy, their consumer segments, external environmental factors (currently and

potentially impacting the Textile, Clothing and Footwear industry), conclusions, and

recommendations. No financial information is included in this report.

Limitations to this report consist of limited primary information from the organization itself, depth of

research could be inconsistent, and report writers being novice to marketing.

This report was requested by Yuping Li for the Marketing subject of the course.

! 5
!

También podría gustarte