David Jones Ltd. (AU): A Case Study
Description
Case Study: 3500 words,
You will need to submit a report that addresses the following situation:
David Jones, the struggling Australian retailer, is planning a major re-launch. After many failed attempts in the past, it is still hopeful of re-capturing a dominant position in the Australian retail market. The board is desperate for unique and novel solutions to help it achieve this aim, so has turned to you for your advice.
Provide an analysis of the external marketing environment currently facing David Jones;
Provide an analysis of the internal marketing environment currently facing David Jones;
Develop an overall marketing strategy David Jones, including:
– A set of Specific, Measurable, Achievable, Realistic and Timely goals;
– The identification, description and justification for a Target Market;
– A set of marketing activities that will allow David Jones to achieve these goals. Activities should focus on the five P’s of marketing and include:
• An overall market positioning strategy (considering desired perceptions and the strategic implications of these); 5/50
• A product/ service strategy; 5/50
• A pricing strategy; 5/50
• A place/ distribution strategy; and 5/50
• A promotional strategy. 5/50
ANALYSIS
For both External and Internal Analyses:
• Identify and describe the five most important issues relevant to the current situation from the external environment AND internal environment.
This should include descriptions of
• the issue,
• how it is important, and
• the implications of the issue.
• Students are encouraged to make use of at least three analytical techniques discussed in the course and/ or locatable through web searches. These analyses should appear as appendices to the main document.
• The descriptions should be in plain English and should summarise the major findings from the analyses.
• Be mindful that
• External Analysis = 10/50
• Internal Analysis = 5/50
TARGET MARKET
• Who do you think David Jones should target?
• You should include a description and justification, including:
• Demographic, psychographic, emotional, lifestyle etc. characteristics
• A justification for selecting this target market
Worth 5/50
POSITIONING STRATEGY:
• Provide a statement as to the desired image, slogan and/ or branding you think are appropriate
• Include your SMART goals
Worth 5/50
• Please use a standard report format.
• Include a title page, table of contents, the main body, a list of references and any relevant appendices/ annexures etc.
• No need for an Executive Summary
• Please use 12 point times new roman font
• Please limit paragraphs to four sentences; please be concise
• Please use clear headings to guide the reader
• Focus on describing facts or key parts of your syntheses
• Please make generous use of tables, charts, diagrams and other visual aids; please ensure you refer to these in-text
• Please use bullet points generously.
• Please use APA
• Please include a reference list after the conclusion. You will need to use more of the business press, industry reports and websites as sources
• In this assignment, there is no need for definitions of key concepts; the emphasis is on practical applicability for this assignment
