Market Entry Plan: Myrah - Expanding to Miami, USA - AQF Level

This report outlines a market entry plan for Myrah, an Australian resort fashion brand, aiming to expand into Miami, USA. It identifies the issues and opportunities associated with entering the competitive US market, particularly the exponentially growing demand for beachwear. The proposed entry strategy includes participation in concerts and shows, opening a physical store, leveraging the owner's story for women empowerment, implementing a referral system, positioning the brand as luxurious yet affordable, and offering limited edition products. The marketing and sales strategy focuses on partnering with allies, collaborating with influencers, engaging customers in the design process, and setting affordable prices. Distribution will be selective, targeting fashion houses with exclusive brand representation, and emphasizing clear contractual terms and periodic reviews. The plan aims to establish a strong brand image and capitalize on Miami's growth potential as a beach city.

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Market Entry Plan
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Table of Contents
Introduction.................................................................................................................................................1
Entry Strategy..............................................................................................................................................1
Marketing and Sales Strategy......................................................................................................................2
Conclusion...................................................................................................................................................3
References...................................................................................................................................................3

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Market Entry Plan
Introduction
In the following report we are going to create and discuss the market entry plan for Myrah an
Australian clothing brand which is into resort fashion clothing and want to enter into new market
i.e. Miami U.S.A.as it is famous for its beaches and people will prefer a brand which specializes
in beachwear category.
Entry Strategy
Mayrah is a fashion resort clothing brand which is holiday and travel collection suitable for
spring or summer(Pike, 2017). As Miami is a place for the launch of this brand so the best season
suited will be starting of March (as soon as the season start) or maybe little earlier with teaser
hoardings to get more brand awareness in the mind of people. The entry in this market should be
with a bang because of the presence of the competitors. The issue with the market entry is the
competitive advantage of already present big apparel players in the market and opportunity is
exponentially growing demand of beach wear in the city. (Pike, 2017)
My strategies for market entry are as follows:
1. Take part in concerts and shows and have models walk the ramp along with a celebrity
model like Kardashian sisters to be the showstopper (Staritz et al, 2017) . The show and
concerts with the walking models will be a very good way to showcase our products.
Having a celebrity showstopper will help build the reach and association with the brand.
(Staritz et al, 2017)
2. The same time they should start a physical store. A store will help the customer try and
buy the products and get a firsthand In-store experience (Staritz et al, 2017)

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Market Entry Plan
3. The owner should be available in the store all the time as she will be able to feel the
experience of the customer and gather feedback thereon. (Staritz et al, 2017)
4. Women empowerment: portraying the owner of the brand and how she has been solely
handling it all by herself. Stories about her in newspapers or radio channels. (Staritz et al,
2017)
5. Referral system works a lot in the US. We can design a Friend Referral System that
brings your friend or friends to the store and avail various benefits like a discount
voucher of a certain value, or a surprise gift may be some accessory free or some
percentage off in the next purchase. This way the brand will get word of mouth publicity
and more and more customers. (Jelink, 2018)
6. The brand should be positioned as luxury and fashionable yet affordable: luxury as its
been used by models and celebrities and high-quality products but at affordable pricing.
(Jelink, 2018)
7. US market has a craze for limited edition products. So, some of the products which will
be worn by models and celebrities can be marketed as a limited edition. (Jelink, 2018)
Marketing and Sales Strategy
The customer profile is very clear. The target customer is women of all age group especially who
are travelling or about to go on a holiday.
1. Partner with Allies: The first and foremost strategy will be to collaborate with some
existing brand. (Kim et al, 2017)This will help push our marketing campaign, deliver
better and clear content. Moreover, they are cost-effective and a faster way to reach target
customer. (Kim et al, 2017)
2. Collaborate with influencers: the brand can collaborate with social groups or women-
centric groups who can promote the brand. They can also collaborate with fashion houses
for the display of products. (Kim et al, 2017)
3. Let the customer do the talking: meet and interact with people, display products and let
them give feedback. Most important give them the chance to design a garment and being
rewarded for the same. (Kim et al, 2017)
4. Price will be affordable for a mid-income group(Kim et al, 2017)

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5. Awareness of the brand will be spread through billboards or hoardings. Messages and
emails will be sent to the prospective customer, data can be taken from data centers.
Distribution Partners
As the product is niche and only for a specialized section of the population therefore the
company needs to have a very selective distribution partner. The product will be showcased at
select fashion houses or the distributor with no other brand so that he will spend time marketing
our brand only.
A short-term contract can be signed up just to check how it goes initially and later it can always
be renewed for a longer period. (Doyle et al, 2018)
1. Everything will be in writing: let the deal between the distributor be documented,
recorded and reviewed every year. Also, a Non-disclosure agreement should be signed.
Very clear mention of markups should be mentioned with a stipulated payment period.
(Doyle et al, 2018)
2. Review deals and feedback periodically: the contractual terms should be reviewed
periodically especially because of change in the industry every now and then. Also the
distributor will be very helpful in giving customers feedback, about the customer's likes
and dislikes towards the clothes. (Doyle et al, 2018)
3. Cutting a good deal with the clothing distributors will be beneficial for small business or
new entrants.
Conclusion
Being a beach city Miami offers a lot of growth potential for the clothing brand and if the brand
image is established accurately then the company can see the exponential growth. (Melo, 2017)

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References
Pike, A., 2017. Origination: The geographies of brands and branding. In Branding the Nation,
the Place, the Product (pp. 25-38). Routledge.
Staritz, C., Morris, M. and Plank, L., 2017. Clothing Value Chains and Sub-Saharan Africa:
Global Exports, Regional Dynamics and Industrial Development Outcomes. Future
Fragmentation Processes, p.123.
Jelinek, J.S., 2018. Art as a strategic branding tool for luxury brands. Journal of Product &
Brand Management, (just-accepted), pp.00-00.
Doyle, S.A. and Moore, C.M., 2018. Luxury Brand Outsiders: Understanding the Success of
British and American Luxury Brands. In Global Luxury (pp. 65-86). Palgrave, Singapore.
Kim, N., Chun, E. and Ko, E., 2017. Country of origin effects on the brand image, brand
evaluation, and purchase intention: A closer look at Seoul, New York, and Paris fashion
collection. International Marketing Review, 34(2), pp.254-271.
Melo, M.D.A., 2017. Operationalizing psychic distance International Market Selection based on
a knowledge perspective: the case of Miitik, a Portuguese beachwear company (Doctoral
dissertation).