Here's the 'client brief' for your three assignments...
Your small consulting firm has been approached by an Australian start up company that is planning to launch
a new range of active wear later this year called 'Bam-ba-lam Active'.
This is a new business that has been founded by a pair of friends who share a keen interest in fitness,
sports, adventure travel, sustainability and the environment.
The range will be quite limited initially with a range of leggings, sports bras, t-shirts and tank tops, aimed at
men and women who like going to the gym, yoga and running. Assuming the initial range is successful, they
will add to the range with cycling clothing.
Their point of difference with other brands is that their products are primarily made from bamboo fibre (80%
bamboo viscose/20% recycled polyester co-polymer). They believe that this gives their products significant
environmental, social and performance benefits over the 100% synthetic alternatives that dominate the
market.
Your team's task is to prepare a report on the Australian Active Wear industry/micro environment and identify
and analyse any significant issues or trends that may impact on it. You will also make brief recommendations
concerning those issues you identify, in terms of how you think the business should position itself, and price,
promote and distribute it's new product range.
Assignment One
Assignment One is an individual assignment. You are to prepare a MACRO environmental analysis as it
relates to the Australian active wear industry/micro environment.
The report should include:
• A brief overview/definition of the broader industry/micro environment to define the parameters of
what follows. This should include mapping all the various components/parts/sectors/participants that
make up the broader 'industry' or 'micro environment'.
• The majority of the report however, is to be dedicated to analysing the MACRO factors that
potentially impact on the firm's Australian venture. Special attention should be paid to explaining
the implications of these factors for the industry as a whole, rather than simply describing the
factors
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