Brand development project.
IMPORTANT: the project must be about the fashion brand PATAGONIA, and the entering of the RUSSIAN market. Summary of project content: It requires students to create a brand development plan. This project will demonstrate the understanding of branding (including ethical elements) in international markets alongside the relevance of marketing ethics. Total word count for the project: 1.500 words. Project aims: – Analyze Global Emerging Markets potentially valuable investment opportunities – Define Short term growth potential and positive long-term outlooks – Develop diversification benefits to fashion business portfolios – Analyze Risk Warning factors for Emerging Markets Equities – Understand the global business view and mainly how the business works in developing markets in the world. – Deeping on Company Internationalization tools and strategies. – How to analyze and take advantages the business opportunities in booming emerging markets in the fashion industry such as: China, India, Brazil and Russia. (BRICs) – Many times companies have opportunities to enter in the international market but don’t have the precise knowledge to go forward. – Introduce students to the main issues concerning marketing ethics and its implications in the current and future fashion markets. – Provide students with an understanding of how the ethical approach applies and defines today’s fashion system. – Provide students with a solid and depth knowledge about the environmental and social impact issues in fashion. – Demonstrate the ability to interrelate environmental and social concepts into the fashion industry. Project brief: The students must develop an International Business Plan focused in International Brand Development. The project in based in entering a company in one of the BRIC countries (Brazil, Russia, India or China). Obligatory to add pictures and graphics to show details about the project. (These pictures and graphics do not count as words or pages.) Explanation/information for project structure, etc.: The plan will be based in the following guidelines, International Business Plan Guidelines: 1. Introduction 2 – Why expand your business? Proactive and reactive reasons 3. Internal analysis Company Mission, Vision (to describe and analyze the statements are mandatory) Company organizational structure. The executive control Administrative Organization for the new market (to include charts is mandatory for this item) 4. Company’s Local Environment. PEST analysis ETHICS AND SUSTAINABILITY ANALYSIS ( Investigate about the ethics and sustainability in the local brand country; laws, public policies, NGO’s, government (Kioto, Rio, Paris), communities, news, key agents improving the sustainability ecosystem of the local environment) 5. The international environment. Foreign Market A. Market Audit P.E.S.T Analysis (Political/regulatory, Economical, Social/Cultural, Technological / Infrastructural) – mandatory include graphics and charts. Internationalization barriers. ETHICS AND SUSTAINABILITY ANALYSIS ( Investigate about the ethics and sustainability in the foreign country; laws, public policies, NGO’s, government (Kioto, Rio, Paris), comunities, news, key agents improving the sustainability ecosystem of the new environment) B. Competitor Analysis Competitive analysis. Porter’s five-forces model/Key success factors SWOT Analysis for each competitor Analysis (Company & Product) – mandatory to mention which one (s) are the differentiation points from one competitor to another. C. Market analysis/Cross Cultural purchasing pattern analysis. Purchasing behaviour (Why do the consumers purchase the products/brand?) Which cultural aspects make the new market good or a bad choice to internationalize your company? 6 – Market Entry Strategy Description, analysis and evaluation. Also, make a comment and express in depth why have you chosen this entry method? 7. Marketing Strategy Pricing Strategy Positioning – mandatory positioning map 8. Sales and Distribution it is mandatory explain which ones are the distribution channels plus the distribution chain from the production to the final consumer in the new market. (transportation mode, lead time, routes etc.). Use Maps, Charts or graphics for this item. 9. Operation Overview Description (How does it work?) Implementation steps – time table is mandatory 10 – Conclusion and Recommendation 11. Appendices