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International Marketing

International Marketing. Market Screening for Clothing product. Market Screening . Introduction Region and Country Identification Preliminary Screening Demographic & Physical Environment Political Environment: Economic Environment: Social/Cultural Environment: In depth screening

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International Marketing

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  1. International Marketing Market Screening for Clothing product.

  2. Market Screening • Introduction • Region and Country Identification • Preliminary Screening • Demographic & Physical Environment • Political Environment: • Economic Environment: • Social/Cultural Environment: • In depth screening • Market Analysis: • Market Value and Growth: • Competitive intensity • Distribution and Intermediary: • Final selection

  3. Introduction • Product • Location • Competitive Expertise • Private labeling • Industry Growth

  4. Region and country identification • Western European region • international fashion hub • Selection of countries

  5. Preliminary screening (Demographic & Physical Environment)

  6. Political Environment: Measured on a scale of -2.5 to 2.5, with the higher scores indicating better governance and lower scores indicated poor governance. Data is for the year 2004 2. On the scale 0 - 5 ( 5 being the loweset)

  7. Economic Environment:

  8. Social/Cultural Environment: • Acceptance of a product • Existence of denim brands in Target Market • Rich textiles in home country

  9. In depth screening • Market Analysis: • Apparel retail sector • Market Value and Growth

  10. In depth screening • Competitive intensity • Fairly Fragmented • Poor industry performance intensifies rivalry. • Supplier power is decreased • Supplier switching costs for retailers is not very high. • Distribution

  11. Final selection • Limitations in the final selection of foreign markets which are company’s objectives, strategies and resources. • High Potential • Market Size, Growth and Entry barrier. • Economic Growth • Over economic freedom, trade balance, GDP • Selection • Germany • Italy • UK

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