Bossini’s Internationalization Pattern and Expansion Strategy

Global Enterprise

Table of Contents
1. Bossini’s Internationalization pattern fit within EMNE’s typical internationalization
approach.................................................................................................................................3
2. Bossini’s international expansion strategy.........................................................................4
REFERENCES...........................................................................................................................7

1. Bossini’s Internationalization pattern fit within EMNE’s typical internationalization
approach
Bossini is operates at international market within retail channel and it operate its 267
directly managed stores in four different countries while 695 franchised stores. Thus, at 2018,
the company is operating more than 1050 stores at worldwide level and proves its brand
image at international level. In accordance with the case study, Uppsala model is used by the
company in order to fit the internationalization within EMNE’s typical approach. This model
clearly shows that higher level of cultural proximity between the host country and home
country that increase likelihood of entering in the host market (Kalasin, Cuervo‐Cazurra and
Ramamurti, 2020). Also with the help of this model, company is easily understood the key
differences between host and home countries. However, on critically note, it has been
analyzed that it does not help the company regarding management incentive and as a result, it
affect the decision making process.
Moreover, with the help of Uppsala model company generally ignore some of the
other entry model which affect the results such as strategic alliance, licensing. Fashion
companies should also adjust their product on the bass of the customer needs within a host
countries and if there is a significant cultural similarities then they both experienced the
colonial transactions (Betaraya, Nasim and Mukhopadhyay, 2018). That is why, both
Singapore and Hong Kong have similar culture and that is why, Bossini made a decision to
expand the business at Singapore. While on the other side, at China, due to many restriction,
company is not able to expand the business. As rapid technology and globalization has also
brought different opportunities as well as challenges for the company for international
business. As before expansion, company is also make sure that it comply with all external
business environment in order to determine the challenges which a firm face. Such that
competitive forces and market potential.
For international strategy, company is also launching different products and services
which in turn leads a business towards a success direction. For example, Bossini created a
Sparkle brand in 2002 for the young adults and the developed Bossinistyle in 2006 while for
b.style deflyblue in 2011 for all middle to upper class people segments in China. The product
of a company are so stylish and attractive such that it will help to meet demand of customers
without any error (Djodat and zu Knyphausen-Aufseß, 2017). Therefore, it is analyzed that
the marketing mix of a company is also more attractive which in turn leads to promote the
brand within a firm and leads a business towards success direction. As business performance