Detailed Assignment instructions Assignment Overview You will choose footwear retailing store Rebel You will need to do a report on that brand. Format; Please include a Title Page*, Table of Contents and page numbering * Title Page contents: MKT10007, Semester 2 and Year 2022, Assignment Number 2, Date of Submission 26.09.22, Your Name Alex Part a. Individual Brand Report. In Assignment 2 you will to do analysis on Rebel within the product footwear. Companies are always trying to stay up to date with what is going on in the market, and the strategies of their competitors. This assignment is where you conduct this "marketing intelligence" exercise You will need to do analysis with brands that directly compete with one another. You should use IBISWorld industry reports to get started in finding information. Report content The brand report must contain: a. A summary of the brand with relevant background information of its presence in Australia. This may include things such as the brand's history in Australia, market size, recent performance trends, and other relevant marketing information. The analysis should also include a display of all relevant offerings (sub-brands, product lines, variants, brand positioning) that the brand (or its parent company) has in footwear. You should also present an overview analysis of the *Marketing Mix ("the 4P:"), plus for "P" for Product you need to analyse the Three Levels - Core Essence, Actual and Augmented b. An analysis of at least one macro and one micro environmental factor using the SIP-CCC & DENT-PC framework. Choose factors that currently have the largest impact for your brand in footwear in Australia. For each factor, you will need to: Describe them and outline the role they play in relation to your brand i. Identify trends in this factor that either represent a risk or opportunity for your brand. Afirmn environment > SIP-CCC - Identify One Supplier AND One Intermediary (retailer, distributor or wholesaler) of importance to your brand; Describe them and outline the role they play in relation to your brand. Identify the key risks if the relationship between your brand and this player broke down. Identify a way this player could be used to provide your brand with an additional opportunity. facro environment > DENT-PC-Identify at least one macro factor where trends will impact your brand Identify risks and opportunities that these trends present for your brand. The macro factor might contain several different trends. For example, the Demographic macro factor will include decreasing family size and shift in age group as two separate trends. . A 'persona' of the ideal target consumer segment for Rebel Footwear in Australia. A persona is a fictional character who represents a consumer segment and who would be most attracted to your brand. Your persona must include the consumer's demographic characteristics (gender, age, income, Family Life Cycle stage etc.) and a picture of a person that best represent that segment. In addition, the persona should also list: The consumer's motivations for using products in your category, What benefit does the consumer want from buying and using the product? What problem they are wishing to solve? What the need are they are trying to satisfy? i. Their frustrations with the products currently on offer - for example, no low price, no brands with fair trade or sustainably-produced ingredients, etc. ii. Their criteria for choice amongst competing brands. Their Decision Making Process. v. Life goals that are relevant to the product category. Things such as "be healthy", "have a happy and loving family", "be wealthy". Your persona needs to be supported by evidence and should not just be a product of your imagination buying in this category. d. You must also accompany your persona with an explanation of how the brand is triggering need recognition for that beand In other words you need to answer the question "what is the brand doing to make the persona want what the brand is offering?" Use Step 1 Trigger Need of the Consumer Decision Making Process (CDMP) framework Grading When reading your assignment, the markers will be guided by these questions, elaborated on the rubric at the end of this document: Does the work give clear background information about the brand being investigated, supported by credible and relevant evidence, and presented in a way that gives good understanding to the reader? Does the environmental analysis demonstrate that the student understands the theory, and was the analysis itself supported by credible and relevant evidence? . Does the persona have all the required criteria? Are all the details about the persona and need recognition analysis sensible and relevant to the product category being investigated? How much effort did the student put into the work to make it compelling while also adhering to the technical instructions? Format Use Times New Roman font, font size 12 in portrait orientation. . Ensure your report is free of spelling and grammatical errors. Referencing To avoid plagiarism, you are required to provide a reference whenever you include information from other sources in your work. Referencing conventions required for this unit are: Harvard Referencing System