Topshop in Mexico
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Contents Page
1. Executive Summary 4
2. Introduction 5
3. Findings 6
3.1 An Analysis of Mexico 6
3.2 Topshop Market Entry into Mexico 7
3.3 The Target and Positioning Strategies 8
4. The Marketing Mix 9
4. 1 Product 9
4.2 Place & Distribution 10
4.3 Pricing 12
4.4 Promotion 13
5. Conclusion 14
6. Appendices 15
7. Bibliography 19
1. Executive Summary
This report is to investigate Topshop, a women’s apparel and accessories retailer based in the United Kingdom and to assess potential market opportunity in Mexico.
Areas include, * An analysis of Mexico * Topshop market entry in to Mexico * The targeting and positioning strategies * The Marketing Mix: Product, place & distribution, pricing and promotion.
The main finding and recommendations from the analysis of these main areas include, * Mexico has a large, young, growing population * There is a high level of poverty and low level of education * Government policies support FDI * There is a competitive retail environment in Mexico * Mexico’s infrastructure is poor but improving and is high on the political agenda * Topshop has recently sold 25% stake of the Topshop and Topman chain, making them debt free and open to investing in global expansion * There is a growing middle class * The target demographic is middle class females between the ages of 15-34 * A joint-venture with a department store is recommended initially to test the environment and reduce risk while building strategic partnerships and relationships * Franchising is recommended once the joint-venture has been successful, once brand recognition has increased and brand image has been implemented * Brand recognition and loyalty need to be built, achieved by advertising and conscientious pricing strategies * Important to build brand image as an affluent,
Contents Page
1. Executive Summary 4
2. Introduction 5
3. Findings 6
3.1 An Analysis of Mexico 6
3.2 Topshop Market Entry into Mexico 7
3.3 The Target and Positioning Strategies 8
4. The Marketing Mix 9
4. 1 Product 9
4.2 Place & Distribution 10
4.3 Pricing 12
4.4 Promotion 13
5. Conclusion 14
6. Appendices 15
7. Bibliography 19
1. Executive Summary
This report is to investigate Topshop, a women’s apparel and accessories retailer based in the United Kingdom and to assess potential market opportunity in Mexico.
Areas include, * An analysis of Mexico * Topshop market entry in to Mexico * The targeting and positioning strategies * The Marketing Mix: Product, place & distribution, pricing and promotion.
The main finding and recommendations from the analysis of these main areas include, * Mexico has a large, young, growing population * There is a high level of poverty and low level of education * Government policies support FDI * There is a competitive retail environment in Mexico * Mexico’s infrastructure is poor but improving and is high on the political agenda * Topshop has recently sold 25% stake of the Topshop and Topman chain, making them debt free and open to investing in global expansion * There is a growing middle class * The target demographic is middle class females between the ages of 15-34 * A joint-venture with a department store is recommended initially to test the environment and reduce risk while building strategic partnerships and relationships * Franchising is recommended once the joint-venture has been successful, once brand recognition has increased and brand image has been implemented * Brand recognition and loyalty need to be built, achieved by advertising and conscientious pricing strategies * Important to build brand image as an affluent,
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