Koyo Jean Export

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Company LOGO Group Présentation 301LON - International Business Strategy udent ID numbers: 4789945

Transcript of Koyo Jean Export

Page 1: Koyo Jean Export

Company

LOGO

Group Présentation

301LON - International Business Strategy

Student ID numbers: 4789945

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www.coventry.ac.uk

Problematic

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

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www.coventry.ac.uk

Contents

Bibliography

France Study

Canada Study

Hong Kong Study

Presentation of the Brand

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Hong Kongwww.coventry.ac.uk

Presentation of the Brand

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The Brandwww.coventry.ac.uk

History

Creator: William Cheung

Creation: November 1997

Target consumers: Denim lovers aged 18 to 35

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The Brandwww.coventry.ac.uk

International Brand

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The Brandwww.coventry.ac.uk

Range of product

WomenMen

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Hong Kongwww.coventry.ac.uk

SWOT of Koyo Jeans

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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

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Detail of the workwww.coventry.ac.uk

HONG KONG

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Hong Kongwww.coventry.ac.uk

Accessibility of Hong Kong

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Hong Kong

Accessibility

Politic:

Politic System

Chief Executive: Leung Chun-ying

Hong Kong is a stable country

Good capacities to resist to the crisis

www.coventry.ac.uk

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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$

www.coventry.ac.uk

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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

www.coventry.ac.uk

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Hong Kongwww.coventry.ac.uk

Offer of Hong Kong

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Hong Kong

OfferClothing Manufacturing:

www.coventry.ac.uk

Clothing Manufacturing

No. of Establishments 1,034

Employment 11,375

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European Brands Hong Kong Brands

Hong Kong

Offer

Competitors:

www.coventry.ac.uk

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Hong Kongwww.coventry.ac.uk

Demand of Hong Kong

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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

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Hong Kong

Demand

www.coventry.ac.uk

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Hong Kong

Barriers

www.coventry.ac.uk

No trade barriers

No customs duties

No quotas and no exception

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Hong Kongwww.coventry.ac.uk

Conclusion

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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

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Detail of the workwww.coventry.ac.uk

CANADA

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Hong Kongwww.coventry.ac.uk

Accesibility of Canada

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Canada

Accessibility

Politic:

Governed by the general governor, David Lloyd Johnston

Federal parliamentary system with a democratic tradition

www.coventry.ac.uk

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Canada

Accessibility

Economic:

One of the richest nation in the world good economic health

GDP: 1770,084 billions $US

www.coventry.ac.uk

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AccessibilityAccessibility

Demographic: Population of 34.826 millions peoples

Demography in constant expansion

Canadawww.coventry.ac.uk

Men Women

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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

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Canadawww.coventry.ac.uk

Offer of Canada

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Offer

Competitors:

European Brands Canadian Brands

Canadawww.coventry.ac.uk

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Canadawww.coventry.ac.uk

Demand of Canada

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Canada

Demand

www.coventry.ac.uk

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Canadawww.coventry.ac.uk

Conclusion

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Politically stable

Booming economy

Heavy demand

Culturally adapted to the offer

²

Canadawww.coventry.ac.uk

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Detail of the workwww.coventry.ac.uk

FRANCE

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Francewww.coventry.ac.uk

Accesibility of France

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France

Accessibility Politic:

Socialist president François Hollande elected in 2012

France is a stable country

It is a democracy since 1789

www.coventry.ac.uk

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France

Accessibility : Demographic

www.coventry.ac.uk

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%.

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France

Accessibility : Demographic

www.coventry.ac.uk

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

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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

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Francewww.coventry.ac.uk

Offer of France

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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

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France

Offer

www.coventry.ac.uk

Creation of enterprise in the field of textile

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France

Offer

www.coventry.ac.uk

Industrial production index

Clothing Leather, footwear

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France

Offer Competitors at local level:

www.coventry.ac.uk

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Francewww.coventry.ac.uk

Demand of France

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France

Demand

www.coventry.ac.uk

Industrial production index

Household expenditure index

Clothing Leather, footwear

Textile and Leather

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France

Demand

www.coventry.ac.uk

Turnover volume index

Clothing Leather, footwearTextile

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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)

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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%

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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

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Francewww.coventry.ac.uk

Conclusion

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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

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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]

www.coventry.ac.uk

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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]

www.coventry.ac.uk

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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]

www.coventry.ac.uk

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Company

LOGO