MGT308 Assignment: Business Expansion Strategies for Bush Babee

This report analyzes the business expansion strategies for Bush Babee, a company specializing in apparel, footwear, and accessories. The report begins with a company background, objectives, and current performance, followed by a SWOT and PEST analysis. It then delves into international marketing objectives, focusing on market analysis (specifically the UK and Brazil), competitive advantage, and market attractiveness. The report recommends entering the Brazilian market and outlines strategic entry choices, including marketing mix modifications, resource planning, and implementation strategies. The analysis emphasizes the importance of unique product designs, pricing strategies, and promotional policies tailored to the target market's cultural preferences. The report concludes with a discussion on resource planning, control, and implementation to ensure successful business expansion.

Business expansion strategies for Bush
Babee Company

Background of The Company
.Bush Babee is a Company which is dealing with apparels, footwear and accessories
for girls, children and women using natural fibre and fabrics.
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Objectives of The Company
The Company wants to extend its business
inside and outside the country and need a
business expansion strategy.

Current business performance
The Company is performing well in
the field of generating the
revenue and earning significant
amount of profit. Now it wants to
open new retail stores inside and
outside the country(C
Curchod,2020).
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SWOT Analysis:
(1) Strength: A wide variety of products with
unique designs with a nice quality is the
major strength of the Company (A Chernobai,
2020).
(2) Weakness : Clients are not coming easily to
The Company. It is lacking behind in
expansion and promotion of it’s products.
(3) Opportunities: There is a huge opportunity to
open new branches of the Company in other
countries.
(4) Threat: Increasing competition in the field of
apparels and increasing cost is the major 5

PEST analysis for The Company
▪ Political Environment: It is quite unstable and uncertain inside the country.
Government can change the tax policies and business regulations at any time.
▪ Economic Environment: The financial position of the economy of the country is
up to a satisfactory level.
▪ Social Environment: Social factors are currently in satisfactory position but the
likings and disliking of the customers may change with respect to time.
▪ Technological Environment: Technology is keep on changing with respect to
time especially in the field of E-Commerce and digital marketing
techniques(Bush, 2020).
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International marketing
management objectives
The major objective of The
Company is to open a chain of
retail stores inside and outside
the country by exposing the
domestic and foreign market
and establish its brand at
international level (C Curchod,
2020). 7

Market Analysis
▪ The market of UK seems to be a little bit risky to
extend its business because of its political and
cultural diversity.
▪ The market of Brazil seems to be perfect to
invest because of its favourable cultural and
political factors (BO Babatunde, 2012).
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On the bases of
the analysis of the
markets of UK and
Brazil, It is
suggested to
invest in the
market of Brazil for
the successful
implementation of
the expansion of
the business.
9

Analysis of Competitive advantage for The
Company
The Company will definitely achieve the competitive
advantage over the rivals in the market of Brazil
because of its beautiful designs and unique features of
the products(A Chernobai, 2020).
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Analysis of market attractiveness
▪ The fashion market of Brazil is very attractive because of
its unique cultural adaptation factor. Moreover the country
is organised many cultural and international events that is
why there is always a high demand of apparels, footwear
and accessories (B Özoğlu, 2020).
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Choice of strategic entry
▪ The Company should enter in the market of Brazil in the main
cities of Brazil like: Rio-de- janeiro. The price of the product
should be at medium margin level to test the capacity of the
market (BO Babatunde, 2012).
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