Retail Marketing Plan: Poney's Entry into the Australian Market

This report outlines a comprehensive retail marketing plan for Poney, a Malaysian children’s apparel brand, to enter the Australian market. It includes a PESTEL analysis highlighting political stability, economic freedom, socio-cultural factors, technological advancements, environmental concerns, and legal considerations in Australia. The plan analyzes retail trends, emphasizing the importance of both brick-and-mortar stores and e-commerce integration, and suggests a click-and-collect model to meet consumer demands. It covers market segmentation, targeting, and positioning strategies, along with retail marketing strategies focusing on store design, merchandising, location, pricing, and promotion mix. The report also addresses implementation, budget control, and provides recommendations for Poney's successful entry into the Australian market, considering factors like the Australia-Malaysia Free Trade Agreement and consumer purchasing lifestyles.