1.0 - EXECUTIVE SUMMARY This report will evaluate the globalisation of Stable of Ireland into South Africa. Founded in 2015, Stable of Ireland crafts handmade luxury ready-to-wear and home textiles. As an SME, the short term objectives of Stable are to sustain online and retail sales, with the long term objective to expand internationally; South Africa being a prime location due to its economically steady and technologically advanced status. A thorough PESTLE analysis has been conducted, covering political, economic, socio-cultural, technological, environmental and legal factors that would effect the internationalisation strategy. The evaluation demonstrates greater prospects than risk, with the South African textile industry value expected to rise 6 billion in 7 years. Careful consideration has been given to the methods employed to execute Stable of Ireland’s business plan, namely market penetration and exporting. Porters Five Forces and Mckinsey’s 7 S model have also been used as a means of analysis in this report to further explore the competitive environment amongst other factors.
2.0 - INTRODUCTION International marketing is the utilization of marketing standards to fulfil the diverse necessities and demands of various individuals living over the national precincts. [ CITATION Vel16 \l 2057 ]. An advantage of international marketing is the rise in returns because the additional transactions equivalents to more returns. So it is gainful for organisations to access international markets[ CITATION Oum15 \l 2057 ]. However, a disadvantage of international marketing is infrastructure because the anchor nation infrastructure may not be established which may cause hindrances for the organisations[ CITATION Sur15 \l 2057 ]. Nike, McDonalds and Coca cola are examples of organisations who are involved in international marketing. McDonalds’s brings a native taste, truly, to various nations with regional menu necessities for instance, the McArabia, a flatbread sandwich, to their middle eastern menu, macaroons to their French menu and McSpaghetti to their Philippines menu[ CITATION Mat17 \l 2057 ]. An controllable factor in international marketing is the marketing mix which consist of product, price, place and promotion[ CITATION Gup17 \l 2057 ]. According to [ CITATION Cat15 \l 2057 ] the phases of international marketing are infrequent foreign marketing, regular foreign marketing, international marketing and global marketing. This report will firstly scrutinize and critically evaluate South Africa business environment by utilising an PESTLE analysis framework. Secondly the operational environment utilising Michael Porter 5 Forces and finally the internal analysis of the company utilising the McKinsey 7S framework. The discoveries will influence the direction of the marketing strategies and objectives for internationalising into the South African business environment.
3.0 - COMPANY OVERVIEW Launched in 2015 by Sonia Reynolds and Francie Duff, STABLE’s aspirationis to exhibit the absolute greatest of Irish chic and customs to people of the same mind internationally, who place significance on and are enthused by its opulent customs, innovation, splendour and culture. STABLE work alongside the cream of knitters and weavers from across Ireland, encompassing North and South, young and old. Respected and valued, they are an integral part of the team. STABLE wish to commemorate and share their creations by designing and crafting clothing, scarves and household accessories with the purest Irish Wool, Alpaca, Merino, Cashmere and Linen. STABLE foster and encourage the astonishing talents across Ireland, endorsing the excellence of these current originals, to place Ireland where it belongs on the global stage of luxury textiles[ CITATION Sta212 \l 2057 ].
4.0 - SITUATION ANALYSIS Situation analysis refers to a group of methods that leaders use to examine a company’s interior and exterior setting to understand the company’s consumers, proficiencies and company environment[ CITATION Str18 \l 2057 ]. 4.1 - MACRO-ENVIRONMENT ANALYSIS (PESTLE ANALYSIS) The uncontrollable factors of international marketing are political, economic, socio- cultural, technological legal and environmental factors which are out of the organisations control[ CITATION Gup17 \l 2057 ]. PESTLE analysis is an outline or instrument utilised to scrutinise and examine the macro-environmental components that could have an intensive influence on an business functioning[ CITATION Cad14 \l 2057 ]. A Macro environment is the main exterior and uncontrollable aspects that impact an organisation leadership and influence its execution and strategies. These components incorporate the economic elements; socioeconomics; lawful, political, and social conditions; innovative changes; and natural forces[ CITATION Kne13 \l 2057 ].
4.1.1 - POLITICAL FACTORS With president as head of state and government, South Africa is a parliamentary republic. The president selects ministers and a Deputy president to make up the cabinet that oversee national matters. Prior to 1994, the state was administrated by an apartheid regime[ CITATION Gum17 \l 2057 ]. Pretoria is the governmental capital of South Africa, whilst Cape Town is the law-making capital and Bloemfontein the legal capital. The political background in South African is frequently obscured by violence, dishonesty, widespread marches, administrative bias and misconduct. These challenges regularly slow the evolution of economic growth. Consequently, gaining the support and assurance of the investors and general public taking into consideration the political issues becomes one of the utmost significant jobs of the president of South Africa[ CITATION Lem21 \l 2057 ].
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