Skagen Case Study

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Topics: Marketing, Brand, Risk
Introduction

In this report, an analysis of the Skagen Designs company and their recent international expansion. We will speak about possible new market extension, we will argument our choices, and we will explain how Skagen Designs will enter those new markets.

We will also examine others product lines, we will explain how we choose future sponsor partners, and finally we will take a look at the opportunities and threats of the Internet and the e-commerce.

SWOT analysis

1.
Question 1: What screening criteria should Skagen Designs use in connection with its choice of new markets for its watch collection?

There are a lot of different criteria that can be used in order to segment the “international market”. However, all those criteria don’t have the same advantages and weaknesses. After a brief description, we will choose some of them and explain why they are interesting for Skagen Designs strategy.

1.1 Internal/Firm’s criteria
There are different internal raisons to go international and those raisons can also have an influence on the choice of the market. Here are those most important for Skagen Designs:

Degree of internationalization and overseas experience: Skagen Designs has already entered a lot of different countries such as Belgium, Germany, Australia, and so on. This diversity means that the company has diversified experiences about countries. Thanks to this experience, the company can enter other countries with more ease because it has already acquired some knowledge that could be re-used. This means that what really matter for Skagen Designs is not the geographic distance between its actual markets and the new ones, but the similarity between them. This similarity will be explain in more detail later in the section ‘specific characteristics’.

Size/amount of resources: Compare to its competitors, Skagen Designs has fewer financial resources and materials. This means that the company should not try to compete head on with

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