Assignment On International Market Analysis

Running head: INTERNATIONAL MARKET ANALYSIS
INTERNATIONAL MARKET ANALYSIS
Name of the Student
Name of the University
Author Note

INTERNATIONAL MARKET ANALYSIS1
Table of Contents
Introduction....................................................................................................................2
Factors related to the products.......................................................................................2
New product suggested to the company.........................................................................3
Target country for the products......................................................................................3
PESTEL analysis of the organization............................................................................4
SWOT analysis of the organization...............................................................................6
Potential entry strategies for the company.....................................................................7
Potential market for the company..................................................................................9
Conclusion......................................................................................................................9
References....................................................................................................................11

INTERNATIONAL MARKET ANALYSIS2
Introduction
International expansion strategy is mainly based on the entry of an organization in a
new country or market. The crucial choices related to the primary markets of that are within
the focus, the distribution of resources, value offerings of services and products, brand
positioning and channel strategy are an important part of the proper creation of the operating
model. The major reasons behind proper expansion of the operations are related to proper
growth of revenues, reduction of costs, diversification and recruitment of new talent as well
(Aguinis, Edwards & Bradley, 2017).
The report will be built on the study of international expansion based plans that have
been made by an organization. The factors that are considered for deciding the potential
market for entry are also an important part of the analysis that will be made in the report. The
organization that has been considered for analysis based on international expansion is Espirit.
The analysis of aspects related to proper expansion of the firm will be related to the selection
of an appropriate country where the products can be offered.
Espirit Holdings Limited is a producer of different items like footwear, accessories,
clothing, housewares and jewellery under the label of Espirit. The headquarter of the
company is located in Kowloon, Hong Kong. The worldwide sales that have been gained by
Espirit in the industry in 2007-2008 was around 3.25 Billion Euros. The company operates
greater than 900 retail based stores in different parts of the world and also distributes the
products to 8500 wholesale based locations. Espirit owns greater than 1.1 million square
meters of the retail space in around 40 countries (Esprit.com. 2019).
Factors related to the products
Espirit offers different apparel based products to the customers in the various stores of
the organization that function in various countries. The products that are offered to the

INTERNATIONAL MARKET ANALYSIS3
customers include, timewear, jewel, fragrances, eyewear, tights and socks, umbrellas, for
Mums, shoes and umbrellas. The products are able to accomplish the daily based needs of the
customers in various parts of the world (Esprit.com. 2019). The firm will be able to offer the
products to consumers in the area or country in which Espirit is planning to expand the
operations. The demands and needs of the customers can thereby be satisfied by offering
effective products in the new stores that will be opened by the company (Albers,
Wohlgezogen & Zajac, 2016).
New product suggested to the company
Espirit Holdings can be suggested for the development of a new product in order to
develop a new customer base in Australia. The company can offer smart-watches to the
customers in order to satisfy their demands and needs. The technological developments in
different countries are considered to be a key aspect that is able to support the company to
offer a product that is developed with the help of effective technologies (Esprit.com. 2019).
Target country for the products
Espirit has recently experienced major levels of decline in sales in the year 2018 and
the major ambition of the firm is thereby based on the methods by which the firm is able to
maintain the processes for a longer period of time. The plans based on international
expansion have been developed by the company in order to improve the revenue levels and
increase the presence of Espirit in different countries as well. The company is also trying to
find a new place in the market with the proper implementation of expansion based plans
(Bharati, Zhang & Chaudhury, 2015). The reduction that has been experienced in sales and
revenues of the firm has been able to play a key part in the plans related to further expansion
that has been developed. The target country that has been selected for proper expansion of the
organization is Australia. The changes that can be made in the image and strategies of Espirit