In 2001, Doole and Lowe defined the international marketing. In a simple class, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. And in a complex class, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe (Doole & Lowe, 2001). And Chong and Kasturiratne said that, “the world of marketing is a dynamic and very exciting one where decision making is at the heart of the marketing process. New markets are opening and old markets are evolving, bringing with them new competitors but also alliances (Chong & Kasturiratn, 2009).” 2.1 Primark Background
Primark is an interesting, amazing and growing company that gives customers with low-cost fashion clothing. It has a supply chain, which is very effective. The production link in China, India, Turkey, Bangladesh and other countries, with retail outlets in Ireland, the UK and other parts of Europe (Businesscasestudies, 2011). Primark is a global clothing retailer found in June 1969, and in Mary Street, Dublin, the first Penneys store opened. The developing speed is fast, from 1969 to 2012, there are 38 stores in Ireland, 35 stores in Spain, 161 stores in UK, 4 stores in Netherlands, 6 stores in Portugal, 9 stores in Germany, 1 store in Belgium and 2stores in Austria. In total, there are 256 stores all over the world (Primark, 2012). The slogan of Primark is style, quality and affordable prices all rolled into one at Primark. And the key principle of Primark is to provide the consumers with low-coat fashion items. The target consumer is the people who has fashion thinking and want to save money. By using the way of sourcing productions efficiently, making clothing with easy design, using local raw material, paying attention to the mass size and speeding less on advertisement, the operating of Primark is efficient. 1.2 Chinese fast fashion
According to Barnes and Lea-Greenwood, fast fashion is a kind of marketing strategy. When the demand of consumers touches a top value, to satisfy this peak, the purpose of fast fashion is to reduce involved processes in the buying cycle and save times for delivering new fashion productions into stores (Barnes & Lea-Greenwood, 2006). In recent times, fast fashion developed very fast, it become an emerging market for the whole world, In China, Fast Fashion brands are now learning that the speed of bringing a new style to market is secondary to the speed of reaching the market at all (Poleg, 2012). 2. Analysis
2.1 PEST analysis
If an organization want to enter a new market, before the beginning of the process, PEST analysis is very important. The PEST analysis is an efficient tool to understand the market. The factors include political, economic, social-cultural, and technological. Political: The political factor has a big influence on the business. In the year of 2012, the political environment is stable, though it is the time that China’s leader will change from Jintao Hu to Jinping Xi. As one of China’s fundamental political system, the multi-party cooperation system identifies the status and functions of the CPC and the eight other political parties in the political life of the state, and the relations between the parties (U.S. State Department, 2012). And the Chinese government consists of a system of multi-party cooperation and political consultation under the leadership of the CPC. The system ensures that the CPC is the only party in power in the People's Republic of China (Fogel, 2010). So even though the leader changed, the policy will change limited in the future. And at the same year, the Chinese government has put forward the 12th five year plan. In the twelfth chapter, there is a plan to improve the level of opening up, in order to make a win-win situation. That policy may be good for Primark’s entry to Beijing’s market. Economic: In recent years,...
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