Browsing by Author "Benedum, Patricia Maria Theresa"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- Internationalization through B2C e-commerce : a comparison and evaluation of the market attractiveness in selected countries for a fashion and lifestyle companyPublication . Benedum, Patricia Maria Theresa; Lino, Rute Sofia Barbosa XavierTM Collection, a premium clothing and lifestyle company, desires to grow internationally to raise sales. The relative business attractiveness is most attractive for the business unit B2C e-commerce. Currently, TM Collection is not fully exploiting its opportunities to generate sales in this business unit. Marketing activities to raise awareness of its online shop have been focused on several countries. However, TM Collection would like to know which countries bear the most potential for focusing its marketing activities. The following countries were considered in this evaluation: Portugal, Italy, Spain, France, the United States, Japan and Australia. The study contains an analysis of relevant criteria for market selection. The literature on international market selection confirms that the macro and micro environment need to be evaluated as well as the product and distribution-channel specific characteristics and the current market presence. These criteria have been applied with different weights to TM Collection´s needs and a market research was performed. The country which has most potential within these criteria is by far the United States, followed by France. Italy and Japan are attractive as well. Portugal, Spain and Australia are least attractive.