International retail strategy for a given fashion business (Dent Watches )
The chosen company for you is Dent Watches
You should assume the role of a fashion retail consultancy (a generic term is being used) and develop certain areas of an international retail strategy for a given fashion business. You have been chosen to do your report on Dent Watches a British Manufacturer for this assignment; this manufacturer has assigned you with the task of assessing the various foreign external environments in their hope to find a way to expand their business internationally. You need to choose two foreign countries (expansion outside the UK) to analyse. Any two countries may be chosen outside of the UK.
The external environment analysis must include evidence of at least the following: (some of the models can be done on the watch industry as a whole)
– Porter’s Diamond
– Porter’s 5 forces
– The Competence Model
– Industry structure and nature
– Key factors to success in the industry
– Gap Analysis model
– GE matrix
– Red vs Blue Ocean strategies
Talk about where competition models in more detail. In order words, each student must understand the company and as much as possible from the internal and external backgrounds. Given that the given British Manufacturers are real organisations currently open for business, you are required to become familiar with their assigned company (Dent) in terms of the basics, e.g. the 7Ps, customer segments, branding, positioning, size of company, output, market share, number of employees, mission, vision, current business plans, competitor segment, trends in the specific sector, supply chain.
Upon completing the micro external environment analysis in the two chosen countries (which should be completed as soon as possible), you are expected to compare and contrast their two chosen countries by means of the theoretical models applied, then evaluate the information in a final board meeting. In the report this information should be highlighted by means of summary tables, graphs, charts. The country which shows the greatest potential for immediate international expansion should then be identified and used for the 7P strategy needed by the client company. The second part of the assessment is represented by each team’s 7P strategy proposal for the chosen lucrative market.
This is a practical report where students demonstrate their awareness of foreign environment factors and ability to create solutions in a real business environment. Individuals must demonstrate in-depth/advanced grasp of the theoretical frameworks supporting their business solutions.
Students must also propose ways to evaluate the strategy. Referencing must be carried out using the Harvard System.
The report should be no longer than 3000 words; weighing: 30%; week due: 26.
You should treat this assessment as if you are working on a live case. All the companies are real, they are all open for business and wishing to make more money. This report offers benefits beyond the module, in that the 7P proposals can be used in each student’s jobs search exercise.