AMB205 Retail Planning and Sales Management Case Study

Assignment Overview

Situation

• Brief overview of the organisation. (A paragraph only)
• Clearly identify the key strengths, weaknesses, opportunities, and threats [SWOT] associated with the proposed strategy. (Use a table and place in appendix)
• State the single most rewarding opportunity for the company (see above).
• This situation is an opportunity because … [outline its potential performance impact with evidence] (see above).
• Evidence how will this opportunity overcome the threats/weaknesses and leverage the strengths?

Strategy 

• Segment and describe target customers.
  • Customers
  • Company
  • Collaborators
  • Competitors
  • Context

Value 

• Outline the value proposition to relevant entities – customers, collaborators, company.
• Evidence of how the opportunity will provide customer value, over and above what currently exists in the market [compelling reason to choose].

Cover page

• Did you use Generative AI tools in the preparation of this assessment item. Indicate with a X or appropriate symbol.
• For what purpose did you use Generative AI tools.
• If you used Generative AI tools, which platforms did you use?
•  To what extent does your assignment comprise GenAI?
• Did you appropriately reference Generative AI?
• Did you review the assessment item’s Generative AI statement?

Assignment Task

• Lee debuted his first collection in 2009 at Australian Fashion Week. One year later he became the first designer to stage a runway presentation at the Sydney Opera House. By 2013, the brand was on the rise but in need of financial backing. Cue Clothing reportedly invested somewhere between $20 million and $50 million into the young designer's expansion goals.

In October 2018, the Duchess of Sussex Meghan Markle caused the Dion Lee website to crash when she was seen in Melbourne wearing one of their custom dresses. In 2024, Taylor Swift arrived at the biggest sporting event on the planet, the Super Bowl, wearing a Dion Lee Chic Corset Top.

 However, three months after Swift's debut, Dion Lee collapsed into voluntary administration, with millions in debts. In September 2024, it was confirmed Dion Lee would wind up and enter liquidation with $35 million in debt.

• A private equity company, ‘Mortimer & Bozin’, are considering reviving the Dion Lee brand.

Upon reading the case above, and undertaking your own independent research, what would you advise ‘Mortimer & Bozin’? Could the business be revived? 

Assessment Requirements Summary

This assignment requires analyzing the prospects of reviving the Dion Lee fashion brand after its liquidation and debts. The key tasks include:

• Providing a brief overview of the organization (Dion Lee).
• Completing a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) on the proposed revival strategy, to be included as a table in the appendix.
• Identifying and justifying the most rewarding opportunity for the company.
• Explaining how this opportunity could overcome threats and weaknesses and leverage strengths.
• Developing the strategy using the S-T-P-C-C-V model: Segment and describe target Customers, Company, Collaborators, Competitors, and Context.
• Crafting a value proposition for customers, collaborators, and the company; demonstrating how the opportunity delivers superior customer value.
• Including a cover page documenting any use of Generative AI tools.

The practical case involves advising the private equity company Mortimer & Bozin on whether Dion Lee can be revived, based on independent research and a strategic analysis.

Mentor’s Step-by-Step Guidance

Initial Assessment & Organization Overview

• The mentor began by helping the student succinctly summarize Dion Lee’s brand history, past successes (celebrity endorsements, innovations, collaborations), and recent financial collapse.
• Emphasis was placed on providing factual, evidence-based background to contextualize the opportunity for revival.

SWOT Analysis & Opportunity Identification

• The mentor guided the student in systematically identifying brand strengths (designer reputation, unique designs), weaknesses (debt, cash flow problems), opportunities (private equity investment, global expansion, celebrity influence), and threats (competition, changing fashion trends).
• A table was created for clarity, to be placed in the appendix.
• The mentor instructed the student to select and justify the “single most rewarding opportunity” (e.g., leveraging celebrity visibility for global relaunch), supported by market evidence and strategic fit.

Strategic Analysis Using STPCCV

• The student was directed to segment and describe target customers (upper-class, fashion-conscious women, trend followers).
• Guidance on analyzing company strengths, potential strategic collaborators (retailers, influencers, creative partners), competitors (other luxury Australian brands, global designers), and market context (economic trends, consumer preferences) was given.
• The mentor explained how to connect this analysis to a compelling value proposition—why customers and collaborators would want to choose Dion Lee following revival.

Value Proposition & Evidence

• The process included detailing how Dion Lee’s distinct design, reputation, and celebrity associations provide customer value beyond competitors.
• The student had to show, with evidence, how the opportunity specifically offers advantages not found elsewhere in the market.

Plagiarism and Generative AI Declaration

• The academic mentor advised on correctly disclosing any AI usage for drafting, editing, or research, and properly referencing tool outputs in the cover sheet.

Essay Structure & Submission

• The mentor provided a clear structure for the main report, suggested including headings for each section, and reminded the student to submit the SWOT appendix and cover sheet as required.

Outcome and Learning Objectives Met

The student successfully delivered a well-structured assignment that:

• Demonstrated strategic understanding by mapping Dion Lee’s situation and justifying a revival plan.
• Provided a clear and insightful SWOT analysis.
• Developed a targeted strategy using the STPCCV framework.
• Articulated a value proposition with evidence from research and market trends.
• Learned to synthesize data and make evidence-based recommendations.
• Correctly referenced all Generative AI tool usage, fulfilling ethical academic practice.
• The process helped the student develop skills in strategic analysis, business writing, and practical application of marketing models, as well as awareness of academic integrity.

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