Executive Summary:
This assignment occupies with the challenges of market entry strategies in saturated market, especially in the fashion industry. A new market entry needs a specific prepar-ing. Many environmental tasks of the investment have to be cleared before entering a new market. The right combination of market entry strategies help to succeed such a huge investment. Exporting, licensing, franchising, joint ventures and direct investments are some possibilities how a market entry strategy can look like but finding the right strategies for the given market situation is a difficult issue. Every strategy has ad-vantages and disadvantages which have to be considered if the investment should lead into a success. And as already mentioned, a saturated market is not a usual market, it has specific challenges which have to be managed. A market entry in a saturated market can only be successful if the company wins market shares from other competitors and the challenge is to find out how this can work. The Adidas Group showed how they could enter the US sports fashion market which is a saturated market, too. The company used a mix of the named strategies to win market shares in the host-country. And that is the way how to manage these challenges; every market entry in saturated markets has to be planned carefully and all influencing factors have to be considered. There is no general roadmap either every market entry needs its own map developed.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Problem Definition
- Objectives
- Methodology
- What is a saturated Market?
- The Need for Market Entry Strategies
- Preparing a Market Entry Strategy
- Market Entry Strategies and their Challenges
- Exporting
- Licensing
- Franchising
- Joint Ventures
- Direct Investment
- Strategy Challenges for saturated Markets
- Business Case Adidas Group
- Results & Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This assignment explores the challenges of market entry strategies in saturated markets, particularly focusing on the fashion industry. The paper aims to examine the preparation required for a new market entry, including the evaluation of various market entry strategies, and their suitability for saturated markets. It delves into the advantages and disadvantages of different strategies, considering the unique challenges posed by saturated markets. The document also analyzes a real-world case study of the Adidas Group's entry into the saturated US sports fashion market. Here are some of the key themes explored in the text:- Market entry strategies for saturated markets
- Challenges of market entry in the fashion industry
- Evaluation of different market entry strategies including exporting, licensing, franchising, joint ventures, and direct investment
- Impact of saturated markets on market entry strategy selection
- Case study analysis of the Adidas Group's market entry into the US sports fashion market
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the topic of market entry strategies in saturated markets, with a specific focus on the fashion industry. It defines the problem, outlines the objectives of the assignment, explains the methodology used, and provides a definition of a saturated market. The chapter also highlights the necessity of market entry strategies in this context.
- Preparing a Market Entry Strategy: This section discusses the crucial steps involved in preparing a market entry strategy. It emphasizes the importance of thorough planning and research, highlighting the need for a comprehensive understanding of the target market and the competitive landscape.
- Market Entry Strategies and their Challenges: This chapter explores various market entry strategies, including exporting, licensing, franchising, joint ventures, and direct investment. It analyzes the advantages and disadvantages of each strategy, highlighting the challenges associated with their implementation.
- Strategy Challenges for saturated Markets: This chapter delves into the specific challenges faced by businesses entering saturated markets. It explores the complexities of gaining market share from established competitors and the importance of developing a unique value proposition to attract consumers in a crowded market.
- Business Case Adidas Group: This chapter examines the case of the Adidas Group's successful entry into the saturated US sports fashion market. It analyzes the specific strategies employed by the company and the factors contributing to its success.
Schlüsselwörter (Keywords)
This paper focuses on key concepts related to market entry strategies in saturated markets, specifically within the fashion industry. The key terms and topics include market entry strategies, saturated markets, fashion industry, exporting, licensing, franchising, joint ventures, direct investment, market share, competitive landscape, value proposition, and case studies.- Quote paper
- Diplom-Kaufmann (FH) Johann Gross (Author), 2013, Market Entry Strategies for Saturated Markets, Munich, GRIN Verlag, https://www.grin.com/document/230486
