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MRKT20052 Marketing Management and Digital Communication Assignment Sample

Task description:

Assessment requires students to work in groups of up to five students on the company Ginger & Smart (www.gingerandsmart.com) in order to prepare a comprehensive marketing audit. The aim of this assessment is to conduct a systematic, comprehensive and objective analysis of the marketing activities undertaken by the company. In addition, you are also required to provide at least two recommendations for the company. The marketing audit should be a maximum of 2000 words in length including everything (from title page to references). The written report is worth 30%. Groups are required to present only the comprehensive executive summary during tutorial classes in weeks 10 and 11.

Your submission should show an application of relevant marketing concepts, theories, and analytic tools learnt in the unit. The marks for this assessment will depend primarily on presenting appropriate and supporting evidence and also, on the ability to critically write and present the marketing audit report. You are strongly encouraged to use the Academic Learning Centre (ALC) facilities to assist you in preparing a professional report.



The forthcoming report for assignment help is based on the marketing audit of Ginger and Smart, which is famous for manufacturing clothes and accessories and is an Australian brand. This brand manufactures its products to promote the positivity and strength of women. This brand provides luxury and adopts fast fashion, which attracts the customers because people now a day are focusing on following the trends.
Situation analysis

Company analysis

Ginger and Smart is a clothing brand, and this brand mainly manufactures its products to define the spirit and positivity of women (Zambezee, 2022). This brand has its e-stores and retail stores, and they manufacture their products with minimal waste of natural resources. They have 11 to 50 employees, and they are focusing on increasing their image on social awareness so that it increases their position in the market. An organisation need to focus on the marketing of its products that can help to attract numerous customers to the product (Rangaswamy et al., 2020).

Competitive analysis

Competitive analysis is of utmost crucial in identifying the point of interest of consumers within the industry (Li et al., 2020). Porter’s five forces analysis is very beneficial in understating the market competition of a certain industry (Bruijl, 2018).

Table 1: Porter’s five forces analysis
Source: (Developed by the author)

SWOT analysis

The word SWOT refers to strength, weakness, opportunity and threat. Through SWOT analysis, the position of a company's competitiveness and the strength of a strategic plan come out (Benzaghta et al., 2021).

Table 2: SWOT analysis
Source: (Developed by the author)

PESTEL analysis

PESTEL analysis is a tool that identifies the external factors affecting the business (Alanzi, 2018). The factors are Political, Economic, Technological, Legal and Environmental factors.

Table 3: PESTLE analysis
Source: (Developed by the author)

Segmentation, targeting and positioning

For developing the business, the company used a few segmentation techniques such as Demographic segmentation, Behavioural segmentation, Geographic segmentation, and Psychographic segmentation (Lotame, 2022).

Demographic: Demographic segmentation mainly refers to targeting the audience, and in the case of Ginger and smart, they are focusing on targeting a group of customers from the age of 18 to 40.

Behavioural: The next is behavioural segmentation. The consumers who have a pattern of economical purchasing shall also be the target segment.

Geographic: In geographic segmentation, the company select their target customers based on the location, country, and state, and for this, the urban region or segment can be chosen.

Targeting: The company focuses on targeting the age of 18 to 40, and they are collecting information about their choices which will enhance the ideas of forming the strategies. The urban region consumers shall be targeted as they will be able to afford the products of the firm.

Positioning: Now a day, most customers are focusing on the digital platform. Through the digital platform, a company can get the opportunity of interacting with the customers, and they get to know about their choices which are beneficial for the growth (Hsieh & Wu, 2019). People are getting attracted to the new fashions as they are concerned about the new trends (Gazzola et al., 2020). Therefore, this will be positioned under the premium fashion segment of the market.

Marketing mix Audit

Product: Ginger & Smart is an Australian company that produces clothes and accessories. People are inclined toward changing fashion because companies like Ginger & Smart are taking up fast fashion to attract customers.

Price: The company is focusing on making new designs to increase their customers. Increasing the number of customers and including their preferences places the company in a good position over other companies. As they are not decreasing their prices, they focus on a particular class of society.

Promotion: The branding strategies adopted by the company are - product branding, online branding, and service branding. Product branding is a very popular branding type, and in this branding, the company makes the product different from others to attract customers. They make the branding of the products uniquely to create an impressive impact on the people. Online branding is another branding strategy through which the company can create a long-lasting impact.

Distribution: The visual effect creates a long-lasting impact because the company effectively does their digital marketing. The reason for focusing on online branding is that most people spend a long time on social media nowadays. Attracting customers is beneficial for the development of the company through public relations management.


The two recommendations for developing the clothing business are, focusing on not decreasing the quality of the products and focusing on the competitors.

- With the rise in popularity of digitalisation, Ginger and Smart should focus on the strategies through which it can attract tech-savvy customers to the company's products that can help in increasing its reach in the market. Also, Ginger & Smart need to focus on their social responsibilities simultaneously. Hence, by accumulating both of these strategies and innovating its selling media, the company can achieve tremendous business growth in the Australian market.

- Based on the above analysis, it can be recommended that Ginger and Smart should diversify its product range, which can help to seek a positive response from the young customers.


Thus, it can be concluded by saying that Ginger & Smart adopted many strategies so that they could develop their business, from maintaining their price to not decreasing their products. They know that they are focusing on providing luxury through their products. Because of that, they are not ready to give their products at a low price. Giving their products at a low price will decrease their position in the industry.

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