Introduction

When a fashion organisation decides to enter a new overseas market, there are a variety of options open to it. These options vary in terms of cost, risk and the degree of control which can be exercised.

Selection of the most appropriate option is also dependent on the competitive situation in the new market and making the right decision can be crucial to success.

1. The task required

Select a fashion brand or retailer and an overseas market that the company does not currently operate in. You are required to write a 3000-word critical analysis and evaluation of the chosen market and an evaluation of the potential entry methods available to the organisation, together with a justified recommendation of the entry strategy that it should adopt in the selected market.