C/M/156. Masters Dissertation + Proposal. The market entry strategy of international fashion brand

The present paper is a comprehensive study of the famous fashion brand (Zara) strategic decision of entering the Chinese market. Provided that this fashion brand has already entered the market, the paper reviews the consequences of the commitment to the chosen mode of entry and international expansion and suggests alternative strategic options. The paper explores existing academic body of knowledge related to internationalisation of fashion players and market entry strategies, as well as specificity of Chinese market. Through secondary and primary research the report evaluates the current competitive strength of the company and develops options to facilitate the fastest possible strengthening of the brand's position at the new market.