Tiêu đề [ML131] Group 9 - Mid-term Report ✅

1.3. Selection of Target Market + MACS matrix + Justification for the chosen 2 markets IV. Strategic Market Approach into Japan 1. Entry Mode Strategy - Key factors affecting entry mode decision into Japan for fashion retailers - Choice of entry mode strategy into Japan - Evaluation of different market entry strategies (exporting, franchising, joint venture, wholly owned subsidiary) - Advantages and disadvantages of the chosen strategy 2. Competitive Strategy in Each Country 2.1. Key Competitors and Strategies 2.1.1. Consumer Behavior and Market Positioning - Who are the main target consumers in each country? - What do they care about the most? - Does Allbirds’ offering match consumer needs? 2.1.2. 2.1.3. → International Marketing Strategy (4Ps, 7Ps...) - Analysis using Customer Perceived Value (CPV): + More for more? More for the same? More for less?... + How pricing and value perception differ 2.2. Adaptation VS. Standardization - What products can be standardized across both markets? - What products need to be innovated or adapted? - Local marketing strategies and branding nuances V. Value Chain Comparison - Sustainability as a core differentiator - Unique materials and production processes - Direct-to-consumer (DTC) business model → Competitive Advantage Through Value Chain Integration