Global Marketing Australia Report 2022

Running head: GLOBAL MARKETING
Global Marketing
Name of Student:
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1GLOBAL MARKETING
Executive Summary
The country and product opportunity brief of an Australian company aiming to expand their
business in an Asian country is studied to understand the concept of Global Marketing. The
largest Australian fashion retail company, Cotton On planning to expand their business in India
is used as a case study. This report aims to understand the availability and requirement of the
market and company, respectively, to execute a new business in foreign country. Situational
analysis have been conducted to study the business environment and the factors required for
carrying out the business in India. A market analysis of Australia in accordance to the company’s
function and the company’s own organizational analysis are carried out. Moreover, a SWOT
analysis has been conducted to study the strengths and weakness of the company and the
opportunities and threats of the company in the Indian market. It has been concluded that the
company has few favourable factors that can contribute towards launching its business in India.
The Indian market too has suitable conditions to provide allowance to the company to set up its
business. Although there are few regulations and changes in business plan the company need to
establish to consider extending towards a global market, all of which have been studied in detail
in the paper.

2GLOBAL MARKETING
Table of Contents
1 Introduction...................................................................................................................................4
Discussion........................................................................................................................................5
2 Situation Analysis.....................................................................................................................5
2.2 Market Analysis.....................................................................................................................9
2. 3 Competitive Analysis..........................................................................................................10
2.4 Organizational Activities.....................................................................................................11
3 SWOT Analysis..........................................................................................................................12
Conclusion.....................................................................................................................................14
Swot Summary...........................................................................................................................14

3GLOBAL MARKETING
1 Introduction
Cotton On is Australia’s largest retailer that works on a global scale. It deals with fashion
clothing and stationery brand items (Cotton On Group, 2019). They own 7 different brands and
function in 18 countries all across the globe. They have a record of more than 1,500 stores across
the countries and have successfully become a part of the global community (Footprint | Cotton
On, 2019).
India is a highly populated country and one of the fastest growing economies of the
world. India is set to provide major opportunity for Australian business than any other single
market in the forthcoming 20 years (Foreign Affairs and Trade [AU], 2019). Hence Australia is
certainly looking forward to establish a greater economic connection with India. Moreover,
India’s clothing or textile industry is one of the major contributors of its total economy.
Cotton On has recently entered the Indian market through online shopping store Myntra
and is expected to launch their offline store in the Indian market by 2020 (Singh, 2019).
This report aims to analyse the available market opportunities for the Australia to expand
in the international or Indian market through a situational analysis. It further intends to study the
potential, capability and issues of Cotton On to enter the new international market through
SWOT analysis.
Discussion
2 Situation Analysis – PESTEL
2.1 Business Environment
Various key factors that are likely to affect the business and operational activities of
Cotton On and the Indian market are analysed below: