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Internationalization
C/B/4227. Selecting target country for internationalisation of Ark Clothing
- WORDS:
- 3400
- DATE:
- 2011
- PRICE:
- 39.99 GBP
The paper examines the possibilities of Ark Clothing, a UK fashion retailer, to expand to international markets. The backfround of the company is described, their SWOT and Porter’s Value Network analysis is conducted, Ark’s marketing mix features are identifed, the target country for the company’s expansion is selected using Hofstede’s socio-cultural framework and applying it to France, Germany, India and China. Internationalisation models are described. Conclusion is made about the best market for Ark’s internationalisaton.
KEYWORDS: Ark Clothing, SWOT, Porter’s Value Network, marketing mix, Hofstede, target country, internationalisation,
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