Comptoir Des Cotonniers

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AUSTRALIAN MARKET

2010-2011
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TABLE OF CONTENT

Introduction ………………………………………………………………………………………………………………..……..p3 I. Internal Analysis………………………………………………..…………………p4

2.1. SWOT Analysis……………………………………………………………………………………………..p5

2.2. The Ansoff matrix: Product/Market Strategies………………….…….………………….p8

2.3. Key Factors Analysis……………………………………………………………….………..…………p10

2.4. The Value Chain (Porter)……………………………………………………….….………………..p11

II. External Analysis…………………………………………………………………p12

3.5. Market segmentation…………………………………………………………………….….……….p13

3.6. Products to be exported…………………………………….……………………..……………….p14

3.7. Competition …………………………………………………………………….…….………………….p14

3.8. Price strategy and Adaptation to fit the Australian ready-to-wear marke…p16

3.9. Marketing Plan: Distribution and Communication……………….…………….…..…p18

3.10. Developing trade contacts & Finding suitable transport systems………………p20

Conclusion: Setting up goals in a short, medium and long term view …………………..……………p22 Appendix 1: Kapferrer Brand Identity Prism……………………………………………………………………..…………..p24 Appendix 2: Competitors……………………………………………………………………………………….……………………..p26 Appendix 3: Comptoir des Cotonniers in the world…………………………..…………………………………..………p28 Appendix 4: Distributors, Fashion Fairs and Transport contacts……………………………………………………p29

Bibliography……………………………………………………………………………………….……………………...…………………p30

Introduction

Since its creation back in 1995, Comptoir des Cotonniers has grown and is now an international clothing company through 362 stores in different countries all over the world such as Europe, Japan, USA, Korea and so on. The company’s international expansion strategy will lead Comptoir des Cotonniers to take into consideration the possibility to establish the brand in the Australian market. Indeed, both countries belong to the western culture which reduces the gap between the French and the Australian market. Moreover, there is a real demand for French products by the Australian consumers due to the French image of fashion and refinement in the clothing sector. First, an internal analysis of the company will allow us to understand which key factors have contributed to the Comptoir des cotonniers success since 1995. In the second part, we will undertake an external analysis, in order to adapt those key success factors to fit the Australian market. To finish, goals will be set up at short, medium and long term to build a strong and sustainable strategy in the Australian Market.

I. Internal Analysis

2.1. SWOT Analysis

The SWOT analysis is a strategic planning method that helps marketers to focus on key issues. Comptoir des Cotonniers’ objective is to penetrate the Australian ready-to-wear market and spread our activities over there in a profitable way. Thus, this analysis will survey the environment and to identify the internal and external factors that are favorable and unfavorable to achieve that objective. Then, as decision makers, our role will be to determine whether the objective is attainable, given the SWOTs.

Internal Environment
AREA| STRENGHTS| WEAKNESSES|
Organisation| * Familial group(Elisha Family): strong culture, values| * internationalization expansion more difficult| Financial Resources and Performance| * Turnover / store : €800.000 (average) * Growth : 35% per year since 2000 * Good margins * It buys directly its RM (fabric) for its manufactures : save 20% margin by not choosing any sub-contractor| | Human resources| | * Low: 600 man staff|

Management| * Less Owners’ exposure to reach critic size| * Less control: Founders do not run the company : a new Managing Director * Capital shares: Elisha Family (38%), Fast Retailing (31% and 51% of righting vote), Alpha (31%)| Procurement| * Strong relationships with...
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