Research Paper
SAVONIA UNIVERSITY OF APPLIED SCIENCES
UNIT OF BUSINESS AND ADMINISTRATION, KUOPIO
RESEARCH ON MARKET READINESS FOR FASHION
BRAND ENTRY INTO SHIJIAZHUANG
Feasibility Study of H&M Company Entry into Shijiazhuang
Market
Mengjia Chang
Business Administration Bachelor‟s Thesis
Degree Programme in International Business
April 2011
2
SAVONIA UNIVERSITY OF APPLIED SCIENCES
UNIT OF BUSINESS AND ADMINISTRATION, KUOPIO
Degree Programme, option
Degree Programme in International Business
Author(s)
Mengjia Chang
Title of study
RESEARCH ON MARKET READINESS FOR FASHION BRAND ENTRY INTO
SHIJIAZHUANG (Feasibility Study of H&M Company Entry into Shijiazhuang
Market)
Type of project
Date
Pages
Thesis
June 2011
44 + 8
Supervisor(s) of study
Executive organisation
1
H&M Company
Jari-Pekka Jääskeläinen
Heikki Likitalo
2
Abstract
The purpose of this study was to find out whether the Shijiazhuang City in China is a proper market for H&M. This thesis introduces the H&M Company, the situational analysis of the relevant market, and the attitude of Chinese people living in
Shijiazhuang City towards H&M.
The author chose quantitative method as research methodology. Data was collected by using a questionnaire consisting of fourteen multiple-choice questions and one open-ended question. The respondents were all native Chinese people living in the
Shijiazhuang City. 52 responses were collected.
Through analyzing the feedbacks, the following was discovered: firstly, most of the respondents wished to have a H&M branch in the Shijiazhuang city. as there were already 47 stores in China, it would be easy to establish one in the Shijiazhuang city using the same operational mode; secondly, the purchase power of local people was low so the pricing strategies might have to be changed. In conclusion, the H&M company‟s entry into the Shijiazhuang market is a challenge and much consideration is required before any
UNIT OF BUSINESS AND ADMINISTRATION, KUOPIO
RESEARCH ON MARKET READINESS FOR FASHION
BRAND ENTRY INTO SHIJIAZHUANG
Feasibility Study of H&M Company Entry into Shijiazhuang
Market
Mengjia Chang
Business Administration Bachelor‟s Thesis
Degree Programme in International Business
April 2011
2
SAVONIA UNIVERSITY OF APPLIED SCIENCES
UNIT OF BUSINESS AND ADMINISTRATION, KUOPIO
Degree Programme, option
Degree Programme in International Business
Author(s)
Mengjia Chang
Title of study
RESEARCH ON MARKET READINESS FOR FASHION BRAND ENTRY INTO
SHIJIAZHUANG (Feasibility Study of H&M Company Entry into Shijiazhuang
Market)
Type of project
Date
Pages
Thesis
June 2011
44 + 8
Supervisor(s) of study
Executive organisation
1
H&M Company
Jari-Pekka Jääskeläinen
Heikki Likitalo
2
Abstract
The purpose of this study was to find out whether the Shijiazhuang City in China is a proper market for H&M. This thesis introduces the H&M Company, the situational analysis of the relevant market, and the attitude of Chinese people living in
Shijiazhuang City towards H&M.
The author chose quantitative method as research methodology. Data was collected by using a questionnaire consisting of fourteen multiple-choice questions and one open-ended question. The respondents were all native Chinese people living in the
Shijiazhuang City. 52 responses were collected.
Through analyzing the feedbacks, the following was discovered: firstly, most of the respondents wished to have a H&M branch in the Shijiazhuang city. as there were already 47 stores in China, it would be easy to establish one in the Shijiazhuang city using the same operational mode; secondly, the purchase power of local people was low so the pricing strategies might have to be changed. In conclusion, the H&M company‟s entry into the Shijiazhuang market is a challenge and much consideration is required before any
References: Sherlock, J. & Reuvid, J. 2004 The handbook of international trade: a guide to the principles and practice of Waters, D. 2008 Quantitative methods for business Silverman, D. 2000 Doing Qualitative Research Seidel, J. V. 1998 Qualitative Data Analysis Ghauri, P. N. 2010 International Marketing Ferrell, O. C. & Hartline, M. D. 2011 Marketing Strategy China tour Online. 2011 Shijiazhuang Population