MKT6002: Ben Francis Started Making and Selling Gym Wear in 2012: Marketing Strategy and Planning Case Study, UoB, Singapore

Learning outcomes and assessment criteria specific to this assignment:
1. Select and apply strategic models to analyze an organization’s current strategic position.
2. Evaluate strategic alternatives. Students show that they are applying their learning from the module to a real-life business
scenario:
1) Demonstration of research and understanding of the case study
2) Understanding and application of marketing strategy theory
3) Use of a clear and logical report structure

Under the University Assessment Regulations (SUAR) students have two opportunities to be assessed and to pass this module. If a student has not achieved a pass in this module after the resit, no further opportunities are available and the student will be withdrawn from the course. Where a student submits the first attempt at an assessment up to two hours after the
published deadline, the mark that will be awarded will be reduced by 10%.

Where a student submits the first attempt at an assessment between two hours and five working days after the published deadline, the maximum mark available will be 40%.

Work submitted more than five working days after the published deadline will not be marked and the student will be deemed to have failed an attempt at the assessment.

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3. Detailed task requirements
The task requirements below, list the basic areas that should be covered for each topic
area. The whole task is to create a situation analysis (audit) for the Gymshark brand.
The situation analysis should contain the following key areas:
1. External analysis
2. Competitor analysis
3. Customer analysis
4. Internal analysis
5. SWOT analysis
The comments under each heading are not intended as an exhaustive list, but are just meant to give a basic understanding of the subject areas that might be studied for each section.

Task One – Analysis of Gymshark’s external environment
Using appropriate theory, conduct an external (macro and micro) environment analysis for Gymshark, highlighting the main trends apparent in the industry and any key strategic issues emerging from the changes within the wider external environment.

Task Two – Analysis of Gymshark’s competitive environment
Conduct a competitor analysis for the industry in which Gymshark operates, evaluating key competitors, and how successful they are in the market.

Task Three – Analysis of Gymshark’s customers
Analyze the different sorts of customers who buy the Gymshark brand and identify the main trends apparent in the demographics of the market.

Task Four – Analysis of Gymshark’s internal situation
Using appropriate theory, conduct an internal analysis for Gymshark. Establish the main resources and capabilities which the organization has and competitive advantage(s) they can utilize to compete in today’s marketplace.

Task Five – Summary of the current position
Provide a summary of the current internal and external situation using a SWOT
analysis

CASE STUDY – Gymshark

Introduction
When young fitness fanatic Ben Francis started making and selling gym wear in 2012 with his friends while still at university, none of them imagined the venture would be generating sales in excess of £41.5M within five years. They felt that the outfits available didn’t reflect the demands, trends, or personalities of people like them who actually used gyms – so they decided to make the clothes themselves.

Today, Gymshark’s innovative clothing, including workout vests, hoodies, T-shirts, and leggings, all featuring the brand’s distinctive shark logo, are snapped up by fitness enthusiasts around the world. The company did not use the usual routes of an affiliate or email marketing or third-party sellers to generate revenue; instead, it has increased awareness of its brand and boosted sales via cunning use of social media.