Ethan Grey: Expanding Into A Foreign Market

1034 words - 4 pages - nalaovercooked ✓ Expert Reviewed

We are a high-end undergarment designer who will be launching operations in England. Though currently we are solely in the U.S. we are confident that our product will be successful in other countries, England is our first country of choice to expand because after completing a country analysis, we believe that Ethan Grey will see the same success it has in the United States, if not greater.
During a S.W.O.T. analysis we concuded that there is a strong potential market in England. Ethan Grey is a line which uses the human desire to be as "perfect" as possible to its advantage. We have spent time researching precisely what the "perfect" man and woman is in the eyes of the English as we did with Americans. What we found was that people in the two countries are extensively different, this is because the way of living is different. The two do not have the same customs, the culture differentiates. Be that as it may, we also found that the ideology of a flawless individual is similar and many people in both countries want to be as close to this perfect image as possible. For example, the majority of users on Instagram and other social networking sites (which in the U.K. is expected to rise to 33.4 million in 2014) upload photos of themselves for friends and complete strangers to see hoping to gain positive feedback from them. People want to have glamorous lives and be as attractive as possible. This led us to developing our slogan, "Be Tasteful, Be Sultry, Live Classy".
Now, as with most business ventures, competition can be a disadvantage. Our research shows that there is already a high volume of undergarment lines in England, i.e. Stella Mccartney, Hanes, Mimi Holliday, La Perla etc. The great success of these lines is proof of committment by a consuner to a product, once they find a line that they are happy with, it can be difficult for a new line, like Ethan Grey to garner the same committed consumers because they are already attached to an exisiting line. Lack of support from the community can be detrimental to the success of Ethan Grey. Another potential weaknesses could be poor strategic alliances, if we partner with retailers who do not show us the same support they show these earlier lines, our product may have weak sales.
However, the sales numbers and success of previous undergarment lines in England are also predictors of potential success for Ethan Grey. For instance, a bra from Mimi Holliday sells for £96 which converts into $157.58 in the U.S. Mens underwear from Calvin Klein retail at around £36 which is $59.09 in the U.S. If men and women in England are already willing to buy a high-end bra for £96 and designer underwear for £36, our prices at £30 or, $49.24 and £25, or $41.04 will give Ethan Grey an advantage in terms of affordability which can impact sales numbers. There is high potential for Ethan Grey to succeed in...

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