Comptoir Des Cotonniers

6802 Words28 Pages
AUSTRALIAN MARKET

2010-2011
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TABLE OF CONTENT

Introduction ………………………………………………………………………………………………………………..……..p3 I. Internal Analysis………………………………………………..…………………p4

2.1. SWOT Analysis……………………………………………………………………………………………..p5

2.2. The Ansoff matrix: Product/Market Strategies………………….…….………………….p8

2.3. Key Factors Analysis……………………………………………………………….………..…………p10

2.4. The Value Chain (Porter)……………………………………………………….….………………..p11

II. External Analysis…………………………………………………………………p12

3.5. Market segmentation…………………………………………………………………….….……….p13

3.6. Products to be exported…………………………………….……………………..……………….p14

3.7. Competition
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Appendix 1: ‘Kapferrer Brand Identity Prism’) | * Innovative marketing concept focuses on mother-daughter relationship (initial success): clothes that appeal to daughter and mother * Strong brand image (French fashion, elegance, chic), identity (authenticity, naturalness, proximity) and positioning * Close relationship with its customers: | * Get prisoner of its brand image and become old fashioned (as Lacoste) | Ressources commerciales * Product * Price * Place * Promotion | * Quality products, innovative & creative, fashion, chic, classic, modern * Large range (230 articles/collection) * New collections (kids, underwear) * Collections tested by designers before * Price scale (target more people) *

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