international marketing analysis presentation
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PolandPoland
Entering the Polish Entering the Polish outerwear marketouterwear market
Brianna Kliesmet, Jason Kowalke, Mitchell Griffin, Zak Kasza
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Outline
• Cultural Analysis
• Economic Analysis
• Market Analysis
• Preliminary Marketing Plan
• Conclusion
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Culture
• Aftermath of WWII led Poland to become a Soviet satellite state
• Primary religion became Roman Catholic
• Official Language – Polish
• 96.7 % of population is Polish
• Very homogenous, little diversity
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Culture
• Generally live in 2 family buildings
• Recreation
– 22 National Parks
– Cycling, swimming, mountaineering, soccer, skiing, hiking all popular activities
• Health care is covered by general healthcare
• Diet
– Optimal Diet (High fat, Low carbs)
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Business Practices
• Rules and regulations are an important part of the business environment
• Working hours are 8am to 4pm, Mon-Fri, with no official break for lunch
• Punctuality is vital and lateness diminishes your reliability
• Hierarchy and authority are important
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Business Practices
• Expected to know proper business etiquette
• Meetings are very personal
– Use personal titles
– Maintain good eye contact
– Be open and honest with feelings and emotions
• Key is to develop trusting relationships
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Economic Analysis
• Population
– 38,500,696 (July 2008)
– Growth rate -0.045%
– 71.4% between the ages of 15-64
– Birthrate 10.01/1000
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Economic Analysis
• Statistics
– GDP $420.3 billion
– GDP growth rate is 5.1%, expected to drop to 4.1% in 2009
– Labor Force 16.86 million
– Unemployment rate 12.8%
– Salaries and Wages on the
rise
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Economic Analysis
• Foreign Direct Investment
– $89 billion between 1990-2005
– 75% of FDI comes from EU countries
– Majority sectors of FDI inflow
• 36% Manufacturing
• 20% Financial Services
• 8 % Transport, Logistics, Data tranfers
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Market Analysis
• In Sept. 2008, Clothing and Footwear market was up 15%.
• Consumer demand driven buy lower prices
• Market Leaders:
– Branded clothing
– Reasonable prices
– Distributed in chain stores
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Market Analysis
• Competitors
– LPP
• Owner of Reserved and Cropptown chains
• Largest clothing company in Poland
– Greatest threat from foreign importers
• Poles preference for foreign brand names
• Nike/Adidas largest sporting good competitors
– Market leaders distribute to “Hypermarkets”
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Market Analysis
• Channels of Distribution
– # of retail stores more than doubled in recent decades
– Enterprises with >2 stores 2%
– Range from large chains to many small bazaars
– Cash accepted in smaller stores, Cash/credit in chains and urban areas
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Opportunities
• Constant shift towards more democratic/free market state
• Higher salaries and lowering unemployment lead to increased consumer spending
• Large population percentage in target market
• Abundant opportunities for outdoor recreation
• Preference for western branded clothing
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Recommendation
• A US firm should enter the polish market if:
– They have high brand recognition
– They have available capital to invest
– They have relatively low production costs
– They are able to ally with local wholesalers and retailers
– They have reliable transportation to and within the country
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Preliminary Marketing Plan
• Timeline of under one year to introduce any new brand
• Focus on functionality while maintaining a fashion conscious approach
• Below average market price (penetration pricing)
• Use large, popular chain stores as primary retailers
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Preliminary Marketing Plan
• Strategy
– Product Extension, Communication Adaptation
• Target Market
– Age 18-40
– Active, health conscious consumers
– Middle Class
– Urban dwellers that travel occasionally
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Preliminary Marketing Plan
• Specific Campaign Ideas
– Target popular resorts and frequent guests
• Showcases and product demonstrations
• Product bundles coordinated with the resort
– Sponsor a local sports team or star
• Sponsor a soccer team and supply them with appropriate brand attire
• Feature a popular athlete as a spokesman
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Brand Promotion
• Website and internet marketing is extremely popular
• Only 5% of companies prefer to use TV advertising
• Over 80% of companies use sales discounts as the number one form of sales promotion
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Brand Promotion
• Popular promotion techniques:
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Sources
• [1] “Poland Unemployment Rate” 16 May 2008 <http://www.indexmundi.com/poland/unemployment_rate.html>• [1] Short, David “Poland's Media Mogul: Zygmunt Solorz-Zak” 1 Feb. 2000
<http://www.allbusiness.com/technology/479646-1.html>• [1] Poland “Warsaw Business Journal “ 06 Jul 2005 http://www.wbj.pl/?command=article&id=27087• iii Poland “The World Fact Book” 20 Nov 2008 https://www.cia.gov/library/publications/the-world-factbook/geos/pl.html• [1] Poland “Warsaw Business Journal “ 06 Jul 2005 http://www.wbj.pl/?command=article&id=27087• v “Huth, Micheal” 16 May 2007 < http://www.intlalliances.com/polishproduct-price.pdf>• [1] <http://www.poland-export.com/categories/showcategory.php?categories=86#Scene_1> • [1] < http://www.pwc.com/pl/eng/guide/regions/cities_krakow.html> 14 Nov. 2008• [1] “Clothing and footwear market” Sep 2008 PMR Publications 12 Nov. 2008 • [1] “The Outerwear Market in Poland” Sep 2007 CBI Market Information <www.cbi.eu > 14 Nov. 2008• i “Poland Unemployment Rate” 16 May 2008 <http://www.indexmundi.com/poland/unemployment_rate.html>• [1] “CIA: The World Fact Book” <https://www.odci.gov/library/publications/the-world-factbook/geos/pl.html#People>• [1]“Polish Public Opinion” Mar. 2008
<http://74.125.45.104/search?q=cache:sKz75TOJlMMJ:www.cbos.pl/PL/Opinia/2008/03_2008.pdf+poland+family+life&hl=en&ct=clnk&cd=9&gl=us> 23 Oct. 2008
• [1] “Doing Business in Poland” Cummunicade 2005 <http://74.125.45.104/search?q=cache:hN5kAnfbyOsJ:www.communicaid.com/pdf/doingbusiness/Doing%2520Business%2520in%2520Poland%2520v2.pdf+poland+business+customs&hl=en&ct=clnk&cd=7&gl=us> 28 Oct 2008
• [1] "The History of Poland” KASPRZYK : INDEX. 23 Oct. 2008 <http://www.kasprzyk.demon.co.uk/www/history/index.html> • [1] <http://www.infoplease.com/ipa/A0107891.html> 25 Oct. 2008• [1] “Poland: Housing Challenge in a Time Of Transition” 2003 Maureen Markham 14 Oct.
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