KOYO JEANS

Koyo Jeans

Executive Summary

This report has analyzed the internationalization of Koyo Jeans, which is one of the most famous brand in Hong Kong and have opened its store in Paris. The Koyo Jeans was initiated by an entrepreneur William Cheung who started off with his business as a wholesaler and took it to the new horizons of success by introducing its brand in international market. In order to carry out internal and external analysis of Koyo Jeans, SWOT and PESTEL analysis has been done in this report and some of the strategies have been recommended through which company can be able to flourish its business in other parts of the world also.

Table of Contents

Executive Summaryii

Introduction1

Overview of the China's Textile Industry1

Internationalization of Koyo Jeans from Hong Kong2

Internal Analysis4

SWOT Analysis4

Strengths5

Opportunities5

Weaknesses5

Threats6

TOWS Matrix7

Key Success Factors:7

Sustained Competitive Advantages:7

External Analysis8

PESTLIED Analysis8

Political Factors9

Economical Factor9

Social Factor10

Technological Factor10

Legal Factors11

International Factors12

Environmental Factors12

Demographic al Factors12

Marketing Constellations13

McKinsey's 7 S Model13

Strategy :13

Structure:14

Systems:14

Style:14

Staff (Personnel, Human Resources):14

Skills :15

Sharing values (Goals):15

The Strategic Options15

Strategic Implementation by the Corporate Entrepreneurs in Koyo Jeans16

Recommendation and Suggestions17

Conclusion18

References19

Koyo Jeans

Introduction

In today's world, entrepreneurship and owning an individual's own business is considered to be the latest fashion to acquire wealth and status. A lot of new businesses are launching every month and every year but only few of them are able to maintain their position in the cutthroat competition and rivalry. Maintenance of the success of the business totally depends on the strategies a business owner adopts to operate it. Strategies are the nub that decides the success or failure of an organization (Vicky, 2012).

Everyone is aware of the fact that, the main purpose of operating or conducting a business is to earn a profit and to run the business in a lucrative way. In order to fulfil this main ambition of the business, managers totally and completely rely on the strategies and the plan that they devise. Strategies and plans provide direction to the business. This case study has focused on one of the well known jeans brand of Hong Kong, which was initiated by an entrepreneur. Throughout this paper, strategies and the marketing expansion plan of a renowned and first class retail brand with the brand name is discussed in a significant detail.

Overview of the China's Textile Industry

China is considered to be one of the most powerful countries in the world, not only in terms of technology but in the manufacturing as well. Within the manufacturing industry, garment and clothing industry is the most important part of the market and manufacturing concerns. In terms of exporting garments, China is one of the largest exporter countries throughout the world. Since the opening up of reforms, China's textile industry has developed rapidly in order to become the leading producer and exporter in the world. Being one of the pillars of the national economy, as well as one of the industries with more advantages competitive, plays an important role in employment, regional economic development, it is the auxiliary industry growth and capital accumulation . The textile clothing market in China is estimated at about ...