Expanding Business in the Chinese Clothing Market - Essay Example

Marketing Plan Assignment 2 Introduction In this contemporary era, the clothing industry has been considered as one of the most prospected businesses. The clothing industry is also identified to be developing as well as expanding in an effective manner on a global context. In this regard, Hawes & Curtis is recognised to be a popular name in the clothing industry of British region. Hawes & Curtis is a popular British shirt making company, which was founded in the year 1913 by two individuals named Ralph Hawes and Freddie Curtis. Apart from shirts, the company is also efficient in providing large collections in menswear as well as women wear accessories. Currently, the company is having approximately 23 stores in the region of the UK. The company is also having an online operational activity in three regions of the world that include British, German and Australia. The company with the provision of quality products and services has been effective in performing its operations in an effective manner (Hawes & Curtis, 2015). Presently, the company is identified to make an entry in Chinese market for expanding its business. The principle objective of the study is to develop an effective marketing plan that will be helpful for Hawes & Curtis to establish a stable position in the Chinese market. Marketing Research The actual intention of the company is to setup a business in the core market of China. In this regard, the company need to do a market research of the Chinese clothing market for understanding the actual market structure of the country. It is apparently stated that Chinese market is one of the world vast markets in terms of largest consumers. In this respect, based on the market research, it can be apparently stated that the rate of clothing consumption in the market segments of China has increased in a rapid manner. By the overall research, it is also identified that the China clothing market is one of the most prospected markets in the world (International Trade Centre, 2011). Target Market and Market Positioning At the initial stage, the company i.e. Hawes & Curtis has been initiated to develop its Unique Selling Proportion (USP) for attracting the target customers as well as develop a respectable position in the Chinese market. The company has an aim to focus over the young and middle aged men as well as women as its targeted customer. The USP of the company is to provide quality clothing products along within clothing accessories for both men and women. In the Chinese market, the demand for apparel has increased to a large extent over the years owing to certain factors that include increase in the Gross Domestic Product (GDP), income level, consumer behaviour, support of the government and shopping trend. In this regard, the company wanted to pay more attention towards the working men as well as women, as the USP of the company is to provide quality formal dress. Therefore, the working people are regarded to be more appropriate as targeted as well as prospected customer. It is also expected that by providing quality products to the target customers, the company will be able to create its unique position within the Chinese textile market (Zhenxiang & Lijie, 2011). Competitive Analysis of Products Hawes & Curtis has decided to make an analysis of its large numbers of competitors who are operating in the Chinese market. It has found that China is a vast market for clothing segment. After the imposition of globalisation, several companies have established their businesses in China, as it has one of the largest markets in terms of clothing consumption. It has also observed that Primark, Zara, Greenwoods and Hackett London are few of the clothing firms operating in the market segments of China (International Trade Centre, 2011). It has been also recognised that the Chinese market is currently going through numerous revolutions, which resulted to the frequent practice of online shopping trend. In this context, Alibaba.com is expected to be considered as one of the vital competitor of Hawes & Curtis in terms of online shopping. It is also recognised that the company will face threat relating to few local clothing brands. The Chinese consumers are also identified to be conscious relating to quality of the products. In this regard, the company have to pay more focus upon good quality of products for performing operations sustainably (Zhenxiang & Lijie, 2011). Marketing Strategy and Goal Hawes & Curtis should take few initiates to make an effective promotion of the products in the Chinese market. Effective marketing strategies will be helpful in developing a good reputation of the company within the targeted market. In this regard, the company should apply few effective strategies to develop its goodwill as well as market popularity within the industry (Hawes & Curtis, 2015). Contextually, the company should open its retail store within the core market of China. This strategy will be helpful for Hawes & Curtis to attract more customers belonging to that particular region. Apart from this, the company should provide an effective as well as eye catching advertisement in the local Chinese news paper as well as in the local TV channel, so that the people are aware of the products offered. It will be worth mentioning that advertisement in the local TV channel as well as local newspaper will be helpful in attracting majority portion of the prospected customers (Valkjärvi, 2012). In addition, the company will also need to conduct a marketing campaign for promoting its products by highlighting the features as well as quality of the products to the customers. In this regard, the company will also focus over developing key tag lines, which depict the essences of integrated marketing communication. It is also expected that effective tag lines will also facilitate in attracting a majority portion of customers toward the company (International Trade Centre, 2011). Besides that the company can also established an online marketing strategy for promoting its brand value in different segments. In the current scenario, online marketing strategy is identified to be an effective approach helpful for the development of the new business in the market segments of China. It has been observed that the current Chinese market is highly developed as per the technological perspective. In this regard, majority portions of the Chinese people prefer online marketing style, as they are living a busy lifestyle. On the other hand, the establishment of an online website will be helpful for Hawes & Curtis to develop a better competitive position in the Chinese market. In addition, advertisements through online social media networking sites will be expected to be effective in terms of attracting young customers, as majority of the youths are inclined towards the use of technology (Deloitte Touche Tohmatsu India Private Limited, 2013). Hawes & Curtis also develops an innovative branding strategy that can be helpful in developing a large customer base. In this regard, the company should develop a public relationship by presenting a good image of the company in front of local customers. Simultaneously, the company is also advisable to develop its image as a formal apparel provider to the customers. Respectively, the company with the use of different marketing strategies based on the analysis of the Chinese market will be able to meet the actual lifestyle and expectations of the consumers (Zhenxiang & Lijie, 2011). Conclusion Based on the above study, it can be recognised that Hawes & Curtis is one of the most famous clothing brands of the UK. The company is currently planning to expand its business in the Chinese clothing market. The key objective of the company behind selecting China as a target market is that it is one of the largest markets with favourable attitudes of customers towards clothing and the market is also expanding for increasing GDP and government support. More specifically, it can be elaborated that in order to establish its business, the company have to develop a new as well as effective marketing plan. In this respect, the company should use contemporary marketing strategy for developing its business within the core market of China. References Deloitte Touche Tohmatsu India Private Limited. (2013). Chinas consumer markets a closing window of opportunity. Consumer Business, 1-24. Hawes & Curtis. (2015). Our heritage. Retrieved from http://www.hawesandcurtis.co.uk/about-us International Trade Centre. (2011). The Chinese market for clothing. Content, 1-77. Valkjärvi, M. (2012). Business plan for a fashion brand. Lahti University of applied Sciences, 1-76. Zhenxiang, W., & Lijie, Z. (2011). Case study of online retailing fast fashion industry. International Journal of e-Education, e-Business, e-Management and e-Learning, 1(3), 195-200. Read More

 

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