The assignment question:
Which marketing principles will Eve Fashion Group need to utilise prior to making the decision to do business in the UK and why?
Some background reading:
Chinese brands coming to and then leaving the British high street
The Chinese Brand Bosideng opened its first UK store in July 2012. Please read this article: https://www.theguardian.com/business/2012/jul/27/chinese-brands-uk-high- street
However, in February 2017 it closed its UK store citing ‘uncertain future concerning Brexit as a cause’. Source: https://fashionunited.uk/news/retail/bosideng-to-exit-uk- market-close-london-store/2017021423537
Eve Fashion Group is a successful brand in China that has announced it intends to enter the UK market.
Argue: Global markets are interdependent. uk is no longer an EU country,
What risks do Chinese companies have in the UK? Schengen visas are not provided, and free services are not available to EU countries
Culture: Korea China Japan is a similar country If Korean trend companies go to China the risk is lower. Increased risk if developing in English-speaking countries
target: Cultural shock, Chinese students.
Bring People come to work in Britain, language and culture are also a problem
How can we find a uk partner by looking for a local partner? Such as hsbc difference between Chinese and English video? https://www.youtube.com/watch?v=6_WAmt3cMdk
Product: standardization (cheap, more acceptable) or localization (do not sell beef burgers in India, spicy burgers in China and Sichuan. And more expensive for other countries
