DBM701 Corporate Strategy and Planning: SIS Expansion to Thailand

This report provides a comprehensive analysis of SIS, a fashion design company based in New Zealand, and its potential international expansion into Thailand. It includes an introduction to SIS's vision, mission, and business objectives, followed by an external business analysis using the CAGE framework and an internal business analysis using SWOT. The report explores the reasons for expanding to Thailand, highlighting its position as a leading fashion hub in Asia and the benefits of the Free Trade Agreement. It also discusses competitive strategies, key industry trends, and various foreign market entry modes, comparing and contrasting direct and indirect export. The report identifies potential risks and problems associated with the chosen market entry modes and proposes actions to mitigate these risks, ultimately outlining a business concept plan and providing recommendations for SIS's successful international expansion.

CORPORATE STRATEGY

INTRODUCTION TO SIS
Established in the last five years
Have many branches in big Cities of New
Zealand
The branches have various departments
Specialty- wedding dresses
Target audience- young generation

VISION OF SIS
To be the best fashion designing company in
New Zealand
To support their customers in the best ways
so they can gain the trust of the customers

MISSION OF SIS
To arrive to the selling goals in the fashion
market
To reach their sustainability markets and
provide the customers with the best selling
experience with best product quality
To expand their business to the international
markets

BUSINESS OBJECTIVES OF SIS
To become the country leaders in the fashion designing
industry in New Zealand
To perform to their best by satisfying the needs of the
customers
To improve their growth rate by the international
standards
To enhance their logistics service solutions to a greater
deal

INTERNATIONAL EXPANSION PROSPECTS
good potential to grow in the international
market
team members and other employees are quite
skilled
they are keen to expand into the international
market for the best interest

REASONS FOR EXPANDING TO THAILAND
Thailand
one of the leading fashion hubs in Asia
Innovation in culture
Free Trade Agreement (2005)

EXTERNAL BUSINESS ANALYSIS
Culture
 Religion
 Ethnicity
 Language
Administrative
 Legal policies
Economic
 foreign market expansion like firm strategy, soft infrastructure, developing markets,
higher income rates, market profitability

INTERNAL BUSINESS ANALYSIS
Strength
Good brand presence in home country
Weakness
Safety stock is very low
Opportunity
Potential for market growth
Threats
Competition is very high in fashion market

COMPETITIVE STRATEGY
good inventory management for
sustainability
Effective solutions to the problems
Strong distribution channels

BEST INDUSTRY TRENDS
Rebooting the globalization
Growing competition

REFERENCES

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environment and the moderating role of export market orientation. Journal of
Business Research, 67(5), 740-745.
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fast fashion industry: An analysis of corporate reports. European Management
Journal, 32(5), 837-849.
Turker, D., & Altuntas, C. (2014). Sustainable supply chain management in the
fast fashion industry: An analysis of corporate reports. European Management
Journal, 32(5), 837-849.