Please form groups of 4-5 (a group of 3 is acceptable, however groups must not be larger than 5). You can choose your own group, but all group members must be enrolled to the same seminar stream. Groups must be formed by the end of week 2 - if you do not have a group by this time, your lecturer will assign you to a group. The same groups will work on all group assignments: the presentation (assessment 2), and written assessments 3A and 3B. The two parts of these reports together create a marketing plan for transforming a brand into an inclusive brand. Inclusivity is “the practice or policy of providing equal access to opportunities and resources for people who might otherwise be excluded or marginalized, such as those having physical or mental disabilities or belonging to other minority groups” (https://diversity.social/inclusivity/Links to an external site.). Inclusive brands go beyond tokenism (i.e., superficial acceptance) to consider, embrace, and include consumers from various races/ethnicities, ages, genders, incomes, body types, sexualities, and abilities (Veresiu and Parmentier, 2022).Important: to make things interesting, you cannot choose a fashion (clothing) brand for this assignment. Size exclusion in the fashion industry is of course a very important and obvious inclusion topic, and therefore was the focus of 70+% of assignments last semester. We would like to see some different industries/categories and different inclusion perspectives being considered this semester. Your plan should focus on the Australian market. Your chosen brand can be an international company, but they must have a presence in Australia (and your situation analysis and marketing plan must focus on the Australian market specifically). Your analysis and recommendations should be based on theory, concepts and frameworks presented in the seminars and readings. You should select an existing brand to transform. After analyzing it, the group may decide to create a sub-brand or new brand if the selected brand proves not to be suitable for transformation.
Question
Please form groups of 4-5 (a group of 3 is acceptable, however groups must not be larger than 5). You can choose your own group, but all group members must be enrolled to the same seminar stream. Groups must be formed by the end of week 2 - if you do not have a group by this time, your lecturer will assign you to a group. The same groups will work on all group assignments: the presentation (assessment 2), and written assessments 3A and 3B. The two parts of these reports together create a marketing plan for transforming a brand into an inclusive brand. Inclusivity is “the practice or policy of providing equal access to opportunities and resources for people who might otherwise be excluded or marginalized, such as those having physical or mental disabilities or belonging to other minority groups” (https://diversity.social/inclusivity/Links to an external site.). Inclusive brands go beyond tokenism (i.e., superficial acceptance) to consider, embrace, and include consumers from various races/ethnicities, ages, genders, incomes, body types, sexualities, and abilities (Veresiu and Parmentier, 2022).Important: to make things interesting, you cannot choose a fashion (clothing) brand for this assignment. Size exclusion in the fashion industry is of course a very important and obvious inclusion topic, and therefore was the focus of 70+% of assignments last semester. We would like to see some different industries/categories and different inclusion perspectives being considered this semester. Your plan should focus on the Australian market. Your chosen brand can be an international company, but they must have a presence in Australia (and your situation analysis and marketing plan must focus on the Australian market specifically). Your analysis and recommendations should be based on theory, concepts and frameworks presented in the seminars and readings. You should select an existing brand to transform. After analyzing it, the group may decide to create a sub-brand or new brand if the selected brand proves not to be suitable for transformation.
Solution
Sure, I can help with that. Here's a step-by-step guide to the instructions given:
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Form a group: You need to form a group of 4-5 people. A group of 3 is also acceptable, but the group should not exceed 5 members. All members of the group should be enrolled in the same seminar stream. This needs to be done by the end of week 2. If you don't have a group by then, your lecturer will assign you to one.
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Work on assignments: The same group will work on all group assignments, which include a presentation (assessment 2), and written assessments 3A and 3B.
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Create a marketing plan: The written assessments will together form a marketing plan for transforming a brand into an inclusive brand. Inclusivity refers to providing equal access to opportunities and resources for people who might otherwise be excluded or marginalized. Inclusive brands consider and include consumers from various races, ethnicities, ages, genders, incomes, body types, sexualities, and abilities.
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Choose a brand: You need to choose a brand for this assignment, but it cannot be a fashion (clothing) brand. The brand can be international, but it must have a presence in Australia as your analysis and marketing plan should focus on the Australian market specifically.
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Analyze the brand: You should analyze the chosen brand based on the theory, concepts, and frameworks presented in the seminars and readings. If the selected brand is not suitable for transformation, the group may decide to create a sub-brand or a new brand.
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