The paper "E‐marketing Plan for Bosideng International Holdings Limited Shanghai‐based Online Clothing Company " is a good example of a marketing case study. Bosideng International Holdings Limited is a Shanghai‐based online clothing company that has for long dominated the clothing and apparel industry in China. Some of the Bosideng leading product includes blue jeans, dress shirts, men’ s casual wear, dresses, ladies casual wear, polo shirts, ties, hoodies among others. Bosideng International Holdings Limited is committed to quality, reliability as well as cost-effectiveness. Through the Bosideng International Holdings Limited expansion program, the company looks forward to expanding its services to other regions.
The Southeast Asia region provides the ideal destination for Bosideng International Holdings Limited market due to its location (proximity), a high number of consumers and a growing market. The company shall base itself in major cities such as Jakarta, Bangkok, Kuala Lumpar, Singapore and Vietiane. The larger Southeast Asia region has a population of 618 million, who can provide an ideal clientele base for Bosideng International Holdings Limited products (Lasalle, 2013). The report shall study the strategies, that is, SWOT analysis and external forces surrounding investment in the region; including, political and legal forces, economic forces, technological forces and social-cultural forces. Bosideng International Holdings Ltd Situational Analysis Bosideng International Holdings Ltd should carry out a situation analysis in order to determine the varying needs of its clients (Kachru, 2005).
Successful strategies usually depend on the company’ s strategic capabilities, that is, the ability of a firm’ s strategy to fit well in the internal as well as the external environment in which it operates (Collins, et. al. 1999). Bosideng International Holdings Ltd External Environment The decision to invest in a foreign country is triggered by the desire for growth and expansion.
According to Paul (2008), investors willing to tap a larger market share in a foreign country must carry out market analysis in order to determine the viability of such an investment. Various forces affect the decision and mode of entry to a given market. The forces can be divided into six categories; competition, political trends, legal and regulatory forces, economic growth and stability, technological advancements, and social-cultural forces (Khalil, El-Nawawi & Holesberger, 2005). Competition Bosideng International Holdings Ltd faces stiff competition from clothing companies within and outside the Chinese market.
Local competitors include local garment manufacturing firms which adhere to the South East Asian culture. The increase in imports from countries such as Australia, Japan and the US is also shrinking the market for Bosideng International Holdings Ltd. As a result, Bosideng is forced to enhance the quality and also manage costs in order to gain a competitive edge in the market. Economic growth and stability The greater Southeast Asia is a key region of the global trading system. The region produces a wide range of products, and it’ s ranked among the growing economies in the world.
In the recent past, the nations have shown steady economic growth. In 2012, the greater Southeast Asia region attracted more than $111.3 billion in foreign investment. Analysts predict that the dependency ratio in the region will reduce significantly in the near future, and therefore, there will be more resources for investment opportunities. Further, the Association of Southeast Asian Nations (ASEAN) promotes economic growth and expansion through creating a level playing ground for member states, as well as the removal of trade barriers in the region. The countries’ resilience to the 2007-2008 financial crisis which took a toll on developing and developed nations alike is clear evidence of the region’ s thriving market.
With such a strong economic background, Southeast Asia is an incredibly promising investment region that is most likely to create value for money for investment. Political factors Political factors entail the state laws that have an influence on the running of business organizations. International investors, such as Bosideng International Holdings Ltd face various political challenges. Among the major political challenges that Bosideng International Holdings Ltd could face include government subsidies, quotas and political.
Thus, Bosideng International Holdings should conduct a political risk assessment before investing in Southeast Asia. Some of the elements that Bosideng International Holdings should consider before investing in Southeast Asia include: sovereignty, Acts of Southeast Asia states, intercontinental treaties and Southeast Asia intellectual rights. The great Southeast Asia region has a conducive political environment, and this plays a critical role in encouraging international investors such as Bosideng International Holdings Ltd.
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