International Business Expansion Strategy | Report

Business
expansion
strategies

1
BUSINESS EXPANSION STRATEGIES
Table of Contents
Introduction................................................................................................................................1
Company’s objectives and mission............................................................................................1
Current business performance....................................................................................................1
Situational analysis of the Company..........................................................................................2
(a) SWOT analysis for the Company................................................................................2
(b) PEST Analysis of the Company..................................................................................3
International marketing management objectives.......................................................................4
Analysis of two new markets.....................................................................................................5
First market: Apparel market of UK......................................................................................5
Second market: Fashion market of Brazil..............................................................................6
Analysis of competitive advantage of the selected market....................................................7
Modifications in marketing mix of the Company......................................................................8
Resource planning, control and implementation........................................................................9
Budget forecasting of the project:..........................................................................................9
Scenario Analysis...................................................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................11

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BUSINESS EXPANSION STRATEGIES
Introduction
In this report an analysis will be done over the international business expansion
strategy for The Company named ‘Bush Babee’. As an external business consultant the team
has to suggest the expansion strategies for The Company which is dealing with apparels, foot
wears and accessories for babies, children, teenagers and women. The Company was
established in the year 2000 with having a small and single shop in Victoria. Now The
Company is planning to open new branches through-out in Australia and even in other
countries. The Company is focusses on making beautiful and unique designs in the products
made from natural fibres and fabrics.
Bush Babee continues to deal with the various products related to the girls with the
age group of 5 years to 12 years and a new Company named as ‘Landed Lady’ has been
launched for women.
Company’s objectives and mission
The major objective of The Company is provides attractive and beautiful designs of
apparels and other accessories to their clients by gaining maximum benefit. The Company is
also trying to open its new branches in other countries and cities to expand its business. The
goals of the Company are to get exposure in the market of other countries by extending its
branches with retail stores in different countries as well as in its host country (É Foley, 2010).
Current business performance
The Company is performing well in the field of apparels and beauty products of girls.
It has a vast variety of products and has a great retail experience in both stores and online
websites. The company is performing exceptionally well in the field of customer satisfaction.
It is doing well in generating revenue and profit that is why it is planning to open its new
branches inside and outside the country. The company wants to establish a brand name in the
field of apparels and accessories for girls and ladies (C Curchod, 2020).
Situational analysis of the Company

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BUSINESS EXPANSION STRATEGIES
Before making any expansion or marketing strategy for the Company, it is very
important to conduct a situational analysis of the Company to know the real and exact
situation of the Company. It is an analysis of internal and external factors of the business in
order to assess the position of the business (BO Babatunde, 2012).
The following analysis models are used to analyse the situation of the Company:
(a) SWOT analysis for the Company
It focuses on the factors related to strength, weakness, opportunities and threat of the
Company.
Strength: The strength of the Company is the unique and beautiful designs of the apparels
which the Company designs for the girls and women. Company is designing and selling the
beautiful garments, beauty products and accessories for girls. A large group of customers is
one of the important strength of the Company. The quality of the products is also the strength
of the Company (S Kosti, 2020).
Weakness: The Company is not performing satisfactory at acquiring customers. Although,
the Company is earning the significant revenue but the production requires a lot of selling
effort to utilize and explore the full production capacity of the Company. Moreover a lot of
efforts are required for doing market research in order to know the latest trend and fashion in
the field of apparels and beauty products. Research should also be done for knowing the
mind-set and likings of the customers (BO Babatunde, 2012).
Opportunities: There are a lot of opportunities exist for the business. The Company can
extend its business in other countries as well as in domestic country. The product line can
also be widened by producing new products of the same line of business for fulfilling the
demand of the customers and for gaining a competitive advantage over the rival firms by
having a large chain of products (S Kosti, 2020).
Threats: The increasing competition is the major threat for the business of the Company.
Other companies are also performing very well in the field of garments of baby girls and
women. Suppliers of the natural fibres and fabrics may increase their cost for their benefit; in
that case Company has to suffer a little bit declines in the revenue. Client finding and
acquisition is one of the crucial threat for the Company because the competition is keep on