Charles and Keith

2557 Words Aug 9th, 2013 11 Pages
Table of Contents

1.0 Executive Summary 3

2.0 Background 4

2.1 About Charles & Keith 4

2.2 Reasons for Choosing Ireland 4

3.0 STEEP Analysis 5

3.1 Socio-cultural Factors 5

3.2 Political Factors 5

3.3 Economic Factors 6

3.4 Technological Factors 6

3.5 Ecological Factors 6

4.0 SWOT Analysis 7

4.1 Strengths 7

4.2 Weakness 7

4.3 Opportunities 7

4.4 Threats 8

5.0 Market Analysis 8

5.1 Bargaining Power of Buyers 8

5.2 Rivalry among competitors 8

5.3 Bargaining Power of Suppliers 8

5.4 Threat of Substitutes 9

5.5 Threats of New Entrants 9

6.0 Marketing Strategies 9

6.1 Marketing Objectives 9
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Charles & Keith, as one of the major fashion footwear and accessories supplier and manufacturing in Singapore, are able to play the role well in fashion footwear and accessories supply for the benefits of Ireland people.

3.0 STEEP Analysis

3.1 Socio-cultural Factors

Ireland is one of the fastest and may suffer the most among European economies from an ageing population; with the average growth in economic output falling more than 40 per cent over the next 25 years. This will affect supply and demand factors of businesses. Therefore it will directly affect the Charles & Keith’ business in a long run as there will be a decreasing in demand. In addition, it will be harder to employ young skilled workforce due to reduction in labor growth (Lee, 2008).

Ireland has been hailed as having the best quality of life in Europe. Therefore more people will be able to afford luxury products. This will be positive points for the Charles & Keith as there will be more demands. In addition, Ireland also emerged tops in being the safest country in Europe therefore it will also attracts more tourist to visit and purchase products (Barker, 2010).

People in Ireland mostly work very hard so as to buy fashion products to fulfill their materialism desire and at the same time to make them feel more superior compare to others. This has positive factors on the Charles & Keith as it can expect a higher purchasing power from the consumers.

3.2

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