B9MK123: Contemporary Consumer Behaviour - Case Study Analysis Report - Management Assignment Help

Assignment Task

Case Study: White Hot: The Rise & Fall of Abercrombie & Fitch (Available on Netflix).

Assessment Task
You will prepare a full written report of the case with a flexible word count maxing at 2500 words. Assessment will be based on the approach taken in identifying and addressing the theme in the case, assessing core CB theory and the number and quality of sources referred to, use and application of relevant theory, and the in-class discussion.

The case studies are used for the following objectives:
● To develop participants’ analytical skills by giving them the opportunity to identify and analyse consumer behaviour within a designated industry as a result of their case analysis.
● To analyse & apply consumer behaviour theory to industry based cases.
● Synthesise buyer behaviour perspectives into wider marketing context and strategic marketing execution.
● To outline the practical issues which can arise regarding international marketing of a brand.

Suggested structure for the report:
1) Background / context to the case study.
2) Discuss the aspirations of A&F based on your evaluation of the case study.
3) Critically assess the culture (including subcultures) of A&F and how the brand has utilised the power of reference groups in their marketing.
4) Conduct primary research to investigate the perceptions & attitudes towards A&F among either Millennials or GenZ.
5) Identify one brand that communicates very different values in their marketing than A&F do, but that is still considered & perceived as “aspirational” among your consumer group chosen in point 4.
6) Based on the secondary & primary research conducted; discuss whether you believe the marketing of A&F would be received positively by Gen Alpha in today's society.

All positions should be supported with evidence and in all cases, references should be made to relevant theory. You are encouraged to seek information from as wide a range of sources as appropriate.

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