Discuss the different Market Entry Mode Strategies for Jack Wills to expand into Sweden also by giving realistic recommendations for each element of the marketing mix.

Discuss the different Market Entry Mode Strategies for Jack Wills to expand into Sweden also by giving realistic recommendations for each element of the marketing mix.

Jack Wills – Self described as the ?University Outfitters?, the UK clothing brand Jack Wills sells upmarket, premium priced, ?preppy? casual clothing that appeals to an age demographic of 16-24 years olds embracing the college lifestyle . First established in 1999 in Salcombe, Devon, the ?Fabulously British? company now has approximately 73 stores, concessions and outlets across the UK. International shipping is also provided to Europe, Canada, Australia, New Zealand, Japan and Hong Kong via the company?s website. In 2008 the company launched a second brand ?Aubin and Wills?, designed to appeal to older customers (the 24-35 demographic) who have ?graduated? from Jack Wills. This followed the 2007 purchase of a minority stake in the company by the British private equity firm Inflexion, which helped fuel expansion into the US in 2010 and Hong Kong in 2011. With profits growing from ?7.8m in 2009 to ?16.1m in 2011 the company is looking to continue its success with further expansion both in the UK and overseas
1. Market Entry Mode Strategies
a. Consider the appropriateness of different entry modes for Jack Wills in Sweden (i.e. direct investment, franchising, export etc)
b. In particular, consider the implications of external and internal influences on the appropriateness of different entry modes.
c. Clearly justify your recommendation(s) by considering the environment in Sweden, as well as the activities and entry modes used by competitors.
2. Marketing strategies.
a. Devise realistic recommendations for each element of the marketing mix.
b. Consider reasons for adapting and/or standardising different elements of the marketing mix.
c. Ensure the recommendations are well argued by considering the current marketing activities of Jack Wills.
d. Ensure the recommendations are well argued by recognising the links between marketing mix strategies and other elements of the marketing plan. For example, ensure your strategies are developed with regard to the target market and the findings of the situation review (internal and external). You should also ensure they make sense in light of the chosen market entry strategy.

All discussion and arguments must be supported, where appropriate, by key concepts and theories of marketing/international marketing. As such students are strongly advised and encouraged to read and cite journal articles in their report in addition to textbooks.

Demonstration of Critical Thought and Analysis
To achieve a good grade on this course it is vital that students show that they can think independently. This means that students must be able to develop ideas and discussion, consider the implications of data and put together a well reasoned and convincing line of argument. Purely descriptive work (the cut and paste approach) will not be rewarded with a high grade.
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