H&M is a Swedish fashion retailer operating around 2,000 stores in 37 countries worldwide. Based on their internationalization strategy, that provides to open 10% - 15% new stores each year, they are always looking for new expansion opportunities. Our research and data analysis have shown that the Australian apparel market offers a constant growth in the next years.
Besides the market is highly fragmented and no current player is offering a broad product line for all ages and genders. For that reason it seems to be a promising opportunity for H&M to enter the Australian market, as it offers a broad range of clothes for all fashion-conscious people under the same roof. Furthermore the risk of failure is reduced as Swedish products have a good reputation in Australia what results from the success of other Swedish firms who have already expanded to the country.
Table of Content
1. Introduction
2. Description of H&M
2.1. Company Profile
2.2. Environmental Justification for the Australian market
3. Market Analysis and Competitor Identification
3.1. Market Analysis
3.2. Competitor Identification
3.3. Five-Year-Forecast
4. Market Entry and Expansion
4.1. Market Entry Strategy and Justification of the Choice
4.2. Five-Year-Expansion strategy
5. Consumer Behaviour
5.1. Country-of-Origin
5.2. Consumer Animosity
5.3. Consumer Ethnocentrism
6. Market Segmentation, Target Market and Positioning
6.1. Market Segmentation
6.2. Target Market and Positioning
7. International Marketing Mix
7.1. Product
7.2. Price
7.3. Place
7.4. Promotion
8. Conclusion
9. Appendices
10. Reference List
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X. -
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Upload your own papers! Earn money and win an iPhone X.