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Konundrum consulting project - international marketing: focus market Japan
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| 4.39 MB | Adobe PDF |
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Resumo(s)
This field lab explores whether expanding to Asia is viable for KONUNDRUM. In the first chapter a comprehensive overview of the business model, industry-challenges, limitations, and objectives are presented. The next chapter focuses on selecting the best-fitting market, namely Japan, through a decision funnel and resulting ranking. The next chapter is dedicated to further research for the focus market among four crucial factors. The fourth chapter focuses on examining different expansion strategies to construct an entry plan for KONUNDRUM. The last chapter analyses the most promising entry mode financially. A decision is made whether the respective market is worth expanding. The Japanese market is examined for relevant aspects for the company KONUNDRUM. In terms of fashion, an overview of the luxury landscape is provided, as well as established brands and luxury perceptions of Japanese consumers. The physical retail landscape is examined in-depth, as is the acceptance of e-commerce. The Japanese media landscape is explored and impressions on social media and advertising are identified as a basis for marketing activities. Attitudes toward sustainability and current sustainability trends from Japan indicate receptivity to this topic. The insights gained are considered the basis for the Asian business model and expansion strategy, which is adapted to the given conditions.
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International business Sustainability Entrepreneurship Business development E-commerce Sustainable fashion Luxury retail Japan Media landscape Luxury fashion