AussieBum is an Australian men’s swimwear company designed by Sean Ashby, a keen surfer and swimmer himself who was in search of a good pair of men’s swimmers made from nylon which is what he grew up with. It is a fashion and lifestyle brand in demand for many reasons. The brand has managed to branch out to many international countries while still maintaining its iconic Australian culture in every way. This is achieved through the visuals of Australia’s beautiful and famous beaches, to the embodiment of the iconic, fit and muscular bodies of the Aussie bloke. These qualities of adventure, sexiness and confidence personify the brand and anybody involved with it. The company started of back in 2001 and is already turning over 20 million, and has gone worldwide very quickly. The company still chooses to manufacturer all its goods locally in Australia where product quality could still be maintained even if its mean costs were higher unlike if they were to produce in another country. AussieBum is now looking to expand into a new international market, China. China is the world’s most populous country and has been for centuries; making up one-fifth of the world’s population, reaching over 1.3 billion people. The state covers approximately 9.6 million square kilometres. Since the late 1970s China has dramatically changed. Moving from a closed, centrally planned system to a more diverse, market oriented one that carries a major global role, in 2010 China officially became the world’s largest exporter and stood as the second largest economy in the world after the US, in the value of services it produces. Its success has been essentially due to manufacturing as a low-cost producer. This is attributed to a mix of cheap labour, good infrastructure, relatively high productivity, favourable government policy, and a possibly undervalued exchange rate. Though still, per capita income is below the world average. (http://www.indexmundi.com/china/economy_profile.html) AussieBum hopes to make an impression on the Chinese Market. China’s coastline stretches over 18,000 km. In the time of summer, the most famous beaches are located on the island province of Hainan. Its shores are also touched by the waters of the Bohai, the Huanghai, the Easy China and the South China seas. With a vast coast line and high population, AussieBum anticipate that their popular swimwear line has a potential in Chinese Market.
2.0 Environmental Analysis of the Potential Overseas Market
3.1 Climate Factors: Summers in China tend to get very hot, starting from June to September. The hottest time comes in July and August, with more than 10 days at the temperatures above 35c. The coldest time is from late January to early February. Seeing as AussieBum is a seasonal product, the company should expect greater sales only in the warmer periods, unlike in Australia where aussies don’t have any issues surfing all year round. AussieBum is may be a seasonal product in China, but it is still capable of generating a successful amount of sales. With the high population density plus large stretch of beaches along the coastal line, AussieBum just may have potential in the Chinese market. (http://www.travelchinaguide.com/climate/shanghai.htm)
3.2 Demographics: AussieBum aims to mainly target males from the ages of 18 to late thirties. However due to China’s one-child policy, the country has a relatively small youth population. With the country’s growing economic strength, along with its demographic might, ensures the country will stay in the limelight for a long time to come. This is a vital factor that will contribute to the success of AussieBum. At the moment, China is facing a sex ratio crisis; with there being too many males. Though this may be a crisis for the nation, for AussieBum this comes to an advantage as AussieBum only targets the male population. AussieBum will need to consider its advertising carefully for if...
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