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Group Présentation

301LON - International Business Strategy

Student ID numbers: 4789945

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Problematic

What kind of strategy Koyo Jeanscan use for export its brand?

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Contents

Bibliography

France Study

Canada Study

Hong Kong Study

Presentation of the Brand

Hong Kongwww.coventry.ac.uk

Presentation of the Brand

The Brandwww.coventry.ac.uk

History

Creator: William Cheung

Creation: November 1997

Target consumers: Denim lovers aged 18 to 35

The Brandwww.coventry.ac.uk

International Brand

The Brandwww.coventry.ac.uk

Range of product

WomenMen

Hong Kongwww.coventry.ac.uk

SWOT of Koyo Jeans

Hong Kongwww.coventry.ac.uk

Strenghts Weaknesses-Follow the fashion-High quality products-Strong brand name (in Asia)-Created in 1997-Large range of products

-Expensive products-No knowledges in occidental market-New brand-Difficulties to settle in poor countries

Opportunities Threats

-It’s depend of the differents countries

-It’s depend of the differents countries

Detail of the workwww.coventry.ac.uk

HONG KONG

Hong Kongwww.coventry.ac.uk

Accessibility of Hong Kong

Hong Kong

Accessibility

Politic:

Politic System

Chief Executive: Leung Chun-ying

Hong Kong is a stable country

Good capacities to resist to the crisis

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Hong Kong

Accessibility

Economic:

Richest country in mainland China

GPD = 231 023 HKD (257,953 billion $US)

Purchasing power = 42 653$

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Hong Kong

Accessibility

Demographic:

Peoples: 7,173 millions

Density: 6 357 peoples/km2

Unemployment rate: 3,3%

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Hong Kong

Accessibility

Culture:

Fashion: European + Traditional Chinese clothing

Officials Languages: Cantonese and English

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Hong Kongwww.coventry.ac.uk

Offer of Hong Kong

Hong Kong

OfferClothing Manufacturing:

www.coventry.ac.uk

Clothing Manufacturing

No. of Establishments 1,034

Employment 11,375

European Brands Hong Kong Brands

Hong Kong

Offer

Competitors:

www.coventry.ac.uk

Hong Kongwww.coventry.ac.uk

Demand of Hong Kong

Hong Kong

Demand

People like Luxury and shopping

Local customers like news

They are sophisticated and travels a lot and has been very receptive to our products

www.coventry.ac.uk

Hong Kong

Demand

www.coventry.ac.uk

Hong Kong

Barriers

www.coventry.ac.uk

No trade barriers

No customs duties

No quotas and no exception

Hong Kongwww.coventry.ac.uk

Conclusion

Hong Kongwww.coventry.ac.uk

Political system is stable

Good economy

Culture is adapted

There are no barriers

The country correspond very well with the products

Detail of the workwww.coventry.ac.uk

CANADA

Hong Kongwww.coventry.ac.uk

Accesibility of Canada

Canada

Accessibility

Politic:

Governed by the general governor, David Lloyd Johnston

Federal parliamentary system with a democratic tradition

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Canada

Accessibility

Economic:

One of the richest nation in the world good economic health

GDP: 1770,084 billions $US

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AccessibilityAccessibility

Demographic: Population of 34.826 millions peoples

Demography in constant expansion

Canadawww.coventry.ac.uk

Men Women

AccessibilityAccessibility

Demographic:

Canadawww.coventry.ac.uk

Canadian population in 2011

The growth of West reach the top

Canadian population in 2011

Increase of population since 2006

Canadawww.coventry.ac.uk

Offer of Canada

Offer

Competitors:

European Brands Canadian Brands

Canadawww.coventry.ac.uk

Canadawww.coventry.ac.uk

Demand of Canada

Canada

Demand

www.coventry.ac.uk

Canadawww.coventry.ac.uk

Conclusion

Politically stable

Booming economy

Heavy demand

Culturally adapted to the offer

²

Canadawww.coventry.ac.uk

Detail of the workwww.coventry.ac.uk

FRANCE

Francewww.coventry.ac.uk

Accesibility of France

France

Accessibility Politic:

Socialist president François Hollande elected in 2012

France is a stable country

It is a democracy since 1789

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France

Accessibility : Demographic

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1990 2000 2010

Population 56 770 000 58 858 000 62 791 000

Growth on 10 years

+ 3.67% +6.68%

Growth on 20 years

+10%

Growth of the population in France

Population in France 2011: 65,350,181 Population.

With about 2.2 children per woman.

The birth rate is estimated at 12.7%.

France

Accessibility : Demographic

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00-14 15-65 65 and +

0.00

10,000,000.00

20,000,000.00

30,000,000.00

40,000,000.00

Population distribution

Population

France

Accessibility : Economic

Opportunities: GDP growth of +1.7% (2011)

GDP is 9th in the world and PPP is 39th (per capita)

The minimum wage on 1 July 2009 is € 1337.7 Gross

Threats: Population below poverty line 13.4% in 2008

Unemployment rate of 11.2% in 2012

www.coventry.ac.uk

Francewww.coventry.ac.uk

Offer of France

France

Offer

www.coventry.ac.uk

Between 2005 and 2010, the share of Chinese exports in world trade clothing from 18 to 34%. At the same time, the European Union has increased by one point from 29 to 30%.

(In %)

20102005

European union

China Rest of the world

Indonesia Korea India Turkey United states

Mexico

France

Offer

www.coventry.ac.uk

Creation of enterprise in the field of textile

France

Offer

www.coventry.ac.uk

Industrial production index

Clothing Leather, footwear

France

Offer Competitors at local level:

www.coventry.ac.uk

…

Francewww.coventry.ac.uk

Demand of France

France

Demand

www.coventry.ac.uk

Industrial production index

Household expenditure index

Clothing Leather, footwear

Textile and Leather

France

Demand

www.coventry.ac.uk

Turnover volume index

Clothing Leather, footwearTextile

France

Demand

www.coventry.ac.uk

Women (15 years and over)

Men (15 years and over)

Children (2-14 years)

Home textile

New baby

32 billions Euros

-0.6%

In 2010

Consumption of ( textile, clothing)

Francewww.coventry.ac.uk

Specialty channels +1.1%

Independent trade -0.5%

Supermarket -0.7%

Distribution

Other channels +0.4%

Specialist sport -0.5%

Popular stores

Markets and fairs +0.1%

Great stores

Great diffusion +0.6%

Home sales -0.3%

France

Taxes and barriers and risks

www.coventry.ac.uk

VAT is 19.6% and increase of 0.4% for 2014.

The corporate income tax is 33%

Cost of work

FranceGermany

Francewww.coventry.ac.uk

Conclusion

France

France is a stable country

Koyo Jeans must be set up in France

The franchise system is the best choice

This brand has a great notoriety

www.coventry.ac.uk

Bibliography Cairn (2009) available from: http://www.cairn.info/revue-de-l-ofce-2007-4-page-351.htm [8 November 2012]

Central textiles (2012) available from: http://www.centraltextiles.com/index.php/think-central/who-we-are/ [8 November 2012] Coface (2012) available from: http://www.coface.fr/CofacePortal/FR_fr_FR/pages/home/os/risks_home/risques_pays/fiche/Hong%20Kong?extraUid=571860

[8 November 2012]

Coface (2012) available from: http://www.coface.fr/CofacePortal/FR_fr_FR/pages/home/os/risks_home/risques_pays/fiche/Canada?extraUid=571827

[8 November 2012] Creditanceplus (2012) available from: http://www.creditfinanceplus.com/fr/calculs-simulations/calculer-taxe-vente-canada.php [8

November 2012]

Denims and jeans (2010) available from:http://denimsandjeans.com/top-denim-brands/index.php?countrynames=Canada [10 November 2012]

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Entrepreneurship (2009) available from:http://entrepreneurship.baf.cuhk.edu.hk/sites/default/files/page/design-entrepreneurship-case-series/koyojeanstn.pdf

[8 November 2012] Industrie.gouv.fr (2009) available from:http://www.industrie.gouv.fr/sessi/conjonct/fiches/page12.pdf [10 November 2012] International Path of Koyo Jeans (2010) available from:http://album1.baf.cuhk.edu.hk/gem/sites/default/files/page/design-entrepreneurship-case-series/koyojeansteachingcaseenglish.pdf

[8 November 2012]

KoyoJeans (2012) available from:http://www.koyojeans.com/en/aboutus.php [8 November 2012]

Mfe (2009-2010) available from:http://www.mfe.org/index.php/Portails-Pays/Canada/Vie-pratique/Cout-de-la-vie [9 November 2012]

Statcan (2009) available from: http://www.statcan.gc.ca/pub/62-202-x/2008000/t069-fra.htm [8 November 2012]

Statcan (2010) available from:http://www.statcan.gc.ca/pub/62-202-x/2008000/part-partie1-fra.htm [12 November 2012]

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Statcan (2012) available from: http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/famil108a-eng.htm [11 November 2012]

Uottawa (2011) available from:http://www.med.uottawa.ca/sim/data/Vital_Stats_f.htm [10 November 2012]

Textile.fr (2010-2011) available fromhttp://www.textile.fr/sites/default/files/ag_uit2011_web.pdf [10 November 2012] Wikipedia (2012) available from: http://fr.wikipedia.org/wiki/Hong_Kong [10 November 2012]

Wikipedia (2012) available from:http://fr.wikipedia.org/wiki/France [8 November 2012]

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