Executive summary
This report has two main parts. The first part is the SWOT analysis for Fashionable. The strengths are: fashionable products, relatively cheap price, and exclusive access to high grade natural resources. In the internal analysis, the three strengths make Fashionable competitive in Japan RMG market. There are still some weaknesses like weak brand name and language barriers. These weaknesses can be fixed by proper managements. In the external analysis, the opportunities can be summaries as unfulfilled market, increasing demand for fashionable clothes, less trade barriers and application of new technologies. However there are some threats like limited raw material supply, intensive competitions, treats from buyers and also the trade barriers. There threats cannot be eliminated but can be adjusted by right strategies. The second part of this report is the discussion of choose the proper market entry mode. I choose exporting as the right one for several reasons.
Introduction
This report is written to help a Melbourne-based readymade garments (RMG) producing company, Fashionable identify the most suitable entry mode into Japanese RMG market. In order to find out the proper entry mode, SWOT (strength, weakness, opportunity and threat) analysis must be applied to analyse the international and external environments. And then, seven market entry modes will discussed in details to indentify the most suitable one for Fashionable.
A brief overview and business scope of Fashionable
Fashionable is a Melbourne-based readymade garments (RMG) producing company, which was founded in 1998. It is a s ...