BSBMKG606_CTI2017485_Assessment Portfolio.docx - 1 Cotton...

CTI2017485
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INTERNATIONAL
MARKETING PLAN
South Korea, America and France
Opportunity
Cotton On Australia

Table of Contents
Executive Summary ............................................................................................... 2
Introduction .......................................................................................................... 4
1. International marketing objectives and approach ........................................... 5
2. Creation of Operational Structures ................................................................... 8
3. Manage International Marketing performance .............................................. 13
4. Evaluate International Marketing performance ............................................. 14
Conclusion .......................................................................................................... 16
References
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Executive Summary
The following report analyses important issues in international marketing strategy in the context of
Cotton, an Australian fashion retail. The report studies Cotton On’s international markets as well as assesses
the risk elements involved, including the political, economic, and socio-cultural factors.
The report will commence with a brief introduction about the term international marketing and
information about Cotton On internationalization. This will include a discussion on the theory that best
represents the company’s international expansion strategy to foreign markets of South Korea, America and
France. It will be followed by determination of international marketing objectives, approach, operational
structures, manage performance and evaluation of the competitive strategy of Cotton On’s closest rivals
and an assessment of their future regarding global retailing in the fashion world. Next will be a discussion
how marketing activities could be affected in the future.
Report will conclude by drawing from the significant points discussed in each section. Thus, the
report will be a comprehensive representation of the Australian retailer Cotton On’s international
marketing strategy.
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Introduction
Cotton on Clothing Pty Ltd is a privately-owned Australian company. It was founded by Nigel Austin
in 1991 in Geelong, Victoria. Its brand portfolio consists of 9 sub brands including Cotton On, Cotton On
Body, Cotton On Kids, Co by Cotton On, T-bar, Factorie, Free, Supré and Typo. Most of the brands belongs to
apparel and footwear sector, except for typo which includes stationary products (Euromonitor, 2015).
Cotton on targets young urban population between 15-30 years old and competes within fast fashion value
market segment (Info barrel,2013). According to Euromonitor their competitors include fast fashion brands
like ZARA, Uniqlo and H&M. However, the company considers itself as a value brand rather than fast
fashion brand. The company follows a vertically integrated model with 500 suppliers and 330 factories,
mainly in China and Bangladesh (financial mail, 2015) and operates internationally having headquarter in
Australia, South Africa, Singapore and Brazil, distribution centers in China. Being a privately-owned
company, limited information was available regarding their country wise financial performance. However,
their overall constant year on year growth in terms of revenue, no of outlets, rapid international expansion
indicates successful internationalization process. Cotton On group’s revenue has seen rise from A$ 1 billion
in 2014 to A$1.5 billion in 2015 and is forecasted to grow even further to A$ 2 billion by 2017 (Ferrier
Hodgson, 2014 and Mitchell,2016).