The Importance Of Entering An International Market Through A Complete Micro / Macro Analysis On The Company And The Country

The first recommendation for this firm is to adopt a global policy and try and explore new markets so that market growth and market share can be expanded. In case of a firm entering an international market, it requires to analyze the nature of the market and suitably form its marketing strategies in alignment with its business strategy and decide whether it is more beneficial to adopt a global approach or use a strategy that is customized to suit the needs of the local customers.

The fashion industry is one of the most competitive industries in the world: sought after products and coveted brand-name garments can be “in” one season and just as quickly “out” the next. It is one of the most difficult industries for a new brand to successfully penetrate, as the top tier of respected and recognized designers have built their brand equity through many seasons of impeccable looks and styles that consumers have come to demand. Tory Burch LLC, however, made the feat seem easy in 2004 when the start-up brand stormed the women’s ready-to-wear apparel scene and introduced their luxurious, yet affordable, line of clothing. Selling out its first shipment in a matter of weeks, Tory Burch LLC set the tone for

Burberry need to scan their market segments in order to gain the most competitive advantage. Pestle analysis looks at the political, economic, social, technological, legal and environmental factors that affect an organisation providing a ‘comprehensive list of influences on the possible success or failure of strategies’ (Johnson, Whittington, Scholes, 2011). However, the three main changes that focused on in this essay are Economic, Social and Environmental factors. The economy within China is currently very stable; being a part of the 4 fastest growing economies in the world (BRIC: Brazil, Russia, India, China), it has made large strides in recent years in the business and industrial sector. , the country

The internationalisation of retailing is defined by Treadgold (Wigley et al, 2005) as having “visible” and “invisible” dimensions. The Invisible dimension has been defined as the international sourcing of products and services and the cross-border transfer of management expertise in the form of managerial policies or technical skills (Kacker, cited Wigley et al 2005). This refers to the aspects of the business which are intangible, such as marketing knowledge. On the other hand, for the visible dimension, the fashion retailer’s internationalisation is the operation of retail shops within foreign markets (Hines & Bruce, 2001). In this essay I will outline why I believe Urban Outfitters, a high street fashion brand, should expand its international presence by suggesting possible areas for internationalisation. Urban Outfitters (UO) operate 130 stores in USA, Canada and Europe and have made early steps to move into Asia. I also aim to discuss which brand strategy should be developed and whether alternative retail channels should be used to facilitate this expansion, focusing on the customer as a key ingredient for organisational success. I will be looking at UO’s existing international presence as well as considering further growth. I will be looking at a number of issues and complexities which impact on the internationalisation of retail brands, particularly the impact these factors have on the fashion industry and how the brand can alleviate ethical concerns. For this I will

I. Executive Summary II. Concept Statement A. Company Background and Mission B. Products and Services C. Business Model: Sustainability and Uniqueness D. Strategic Intention E. Marketing F. Risk Analysis G. Differentiation H. Evaluation: Factor of success III. Situation Analysis A. Industry Analysis 1. Industry overview 2. Porter five forces 3. Market size 4. Position in the market life cycle 5. Available distribution structure, plus attitudes and practices 6. PESTEL 7. Risk Analysis B. Firm Analysis 1. Brief history of the company and stage of internationalization 2. SWOT Analysis 3. Stakeholder Analysis 4. Product Development and Product Extension 5. Pricing and

Burberry is uniquely positioned as a classic British apparel brand with high global brand awareness to capture the globalization of consumer demand. Its distinctive luxury brand with international recognition and broad appeal. The company’s outlook for the accessible luxury goods industry remains positive from both a geographic and product point of view. Burberry had become positively hip and popular among a younger demographic. It has a unique history and positioning as the authentic British lifestyle brand and highly successful merchandising and marketing strategy across both appeal and accessories. In 2000 Burberry’s total sales were 225.7 million and by 2003 sales had went up to 593.6 million.

Burberry can expand its business in the Asian markets. In these markets there is a great demand of luxury brands. The fashion sense and fashion houses are growing rapidly in these markets. The brand can expand its business in these markets which will result in growth and development of its international market share and overall profitability. In Indian markets the brand can seek more profit and values. Fashion market of India is continuing to increase with the times and living standard of people is also enhancing day by day. Thus, there is a great demand of quality luxury products in Indian markets (Chang and Li, 2013). The company can target Indian markets to expand its business.

ASOS is a global online fashion destination based in the U.K. The company has in recent years made a name for itself through its cutting-edge fast fashion, and this has been instrumental in making it a hub as far as the thriving fashion community is concerned. Through its variety of fashion-related content, the company sells over 75,000 own-brand and branded products through both web and localized experiences. The deliveries are done from the U.K to various destinations globally. ASOS has successfully tailored the mix of local, own-label and global brands which are traded through the company’s 9 local language websites (Beattie, 2013, 56). These are in the U.K, China, U.S, Russia, France, Australia, Germany, Italy and Spain. The company sells different sizes of both Menswear and Womenswear. Founded in 2000, ASOS remains the U.Ks largest independent online beauty and fashion retailer. It has in excess of 30,000 products, and each week, more than 1500 new lines are added. What makes this company particularly popular is its variety in terms of products offered

Due to the indiscreet licensing, the market is flooded with dowdy Burberrys covered with check. Also the credibility of Burberry were damaged by ‘Chav’ generation symbolizing themselves with Burberry check. When Rose Marie Bravo joined Burberry as a CEO in 1997, major department stores Harvey Nichols and Selfridges did not even stock Burberry ranges, and Harrods

The project entailed to take on the role of a fashion buyer, to strategically assess the brand “Browns Fashion” a family owned business started by Joan Burstein with her husband Sydney in 1970 based at South Molten Street 27, London. The role involved gaining in-depth knowledge about the brand & studying the market where the brand operates, to identify customer profile; comprehend closest competition; to analyze key fashion trends and as a result ‘Browns Fusion’ capsule range was developed under the parent brand. Therefore, in order to accomplish, a well-defined research methodology was deployed, consisting primary and secondary research methods. (Such as interview, surveys, observations and online resources)

| Fabio Ciquera (FC), Abdullah Abo Milhim (AB), Karen Bacchus (KB), and Claudia alvarez kuzteer (CA),

Burberry, founded in 1856, is a leading international luxury brand. Burberry designs, manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998, the new management team at Burberry set out its strategy to reposition and revitalise the brand, which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years, Burberry has faced new challenges of brand sustainability and positioning in a volatile industry (fashion) where customer behaviour is unpredictable. Thus, it requires a strategy that lays foundations for long-term growth and addresses the issues

The world offers significant business opportunities for every company, however, opportunities are accompanied by significant challenges for managers. Managing global operations across diverse cultures and markets represents a big challenge and opportunity for companies. To compete in the global market and be successful, companies must learn the strategies, policies, norms and technology necessary to conduct international business. The opportunities for global expansion are numerous, and attaining success is a matter of developing the right strategy to win local markets and its consumers.

Maitreyee Raje founded Style Kaleidoscope Inc., a technology startup established its worldwide headquarters in Atlanta, Georgia in 2014. Maitreyee is a fashion management expert with an extensive background in fashion retail. She also has with a two master’s degrees, a M.A Luxury Fashion Management from Savannah College of Art and Design Atlanta, USA and a M.A Fashion Merchandising and Buying, from Polimoda Institute of Fashion & Marketing, Florence, Italy.

As we have all come to learn, making the decision as to whether or not to expand an organizations operating capabilities internationally is a major undertaking involving a wide ranging span of variables, factors and considerations that upper management must take into account. Taking the big leap to open up your organizations doors in a foreign land can almost be a scary thought if your organization has not adequately planned out a detailed international expansion strategy that involves a thorough environmental assessment of the country or region that you are planning on expanding into. There are also numerous stories out there of major U.S. retailers that have tried to expand aggressively on the global forefront and are have experienced