Comptoir Des Cotonniers
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
2010-2011
-------------------------------------------------
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