Koyo Jeans Expansion

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Management Brief:

Evaluating Internationalization strategy

RIGOBERT-LACOME Raphaël

Student ID : 6097857

Date of Submission : January 26, 2015

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TABLE OF CONTENTS

1.        Introduction        

2.        Environmental audit of Hong Kong and China        

3.        Environnemental audit of Mexico and Italy        

3.1. Mexico – Macro environment (PESTEL)        

3.2. Mexico - Micro environment (Porter’s five forces)        

3.3 Italy – Macro environment (PESTEL)        

3.4. Italy – Micro environment (Porter’s five forces)        

4.        Mexico and Italy life cycle        

5.        Motives for Globalization        

1. Introduction

In order to complete our semester in LON301 business strategy, we have to do a final brief of Koyo Jeans.

The aim of this management brief is to identify clearly the opportunities for Koyo to export its brand internationally, like in Mexico or Italy.

After having studied Koyo’s current market as China and Hong Kong, we can notice that this firm has to improve in some areas as it is explained in the internal audit. The two targeted countries to settle in will be Italy and Mexico.

1. Environmental audit of Hong Kong and China

The analysis of the environmental audit of Koyo’s current markets as China and Hong Kong shows that Koyo has strengths and interesting weaknesses that will help the brand to generate more profit and increase the brand recognition at the international level (Fig. 1 The Koyo’swot analysis).

Koyo offers two ranges of products in order to reach to two different targets. The first one is Koyo Jeans, with affordable prices. The second one, Koyo William, aka an high-end brand will allow the brand to implant in different countries with high-end demand is high and customers sensitive to prices.