Koyo Jean Export

Company
LOGO
Group Présentation
301LON - International
Business Strategy
Student ID numbers: 4789945
www.coventry.ac.uk
Problematic
What kind of strategy Koyo Jeans
can use for export its brand?
www.coventry.ac.uk
Contents
Bibliography
France Study
Canada Study
Hong Kong Study
Presentation of the Brand
Hong Kong
www.coventry.ac.uk
Presentation of the Brand
The Brand
www.coventry.ac.uk
History
 Creator: William Cheung
 Creation: November 1997
 Target consumers: Denim lovers aged 18 to 35
The Brand
www.coventry.ac.uk
International Brand
The Brand
www.coventry.ac.uk
Range of product
WomenMen
Hong Kong
www.coventry.ac.uk
SWOT of Koyo Jeans
Hong Kong
www.coventry.ac.uk
Strenghts Weaknesses
-Follow the fashion
-High quality products
-Strong brand name (in
Asia)
-Created in 1997
-Large range of products
-Expensive products
-No knowledges in
occidental market
-New brand
-Difficulties to settle in
poor countries
Opportunities Threats
-It’s depend of the
differents countries
-It’s depend of the
differents countries
Detail of the work
www.coventry.ac.uk
HONG KONG
Hong Kong
www.coventry.ac.uk
Accessibility of Hong Kong
Hong Kong
Accessibility
Politic:
 Politic System
 Chief Executive: Leung Chun-ying
 Hong Kong is a stable country
 Good capacities to resist to the crisis
www.coventry.ac.uk
Hong Kong
Accessibility
Economic:
 Richest country in mainland China
 GPD = 231 023 HKD (257,953 billion $US)
 Purchasing power = 42 653$
www.coventry.ac.uk
Hong Kong
Accessibility
Demographic:
 Peoples: 7,173 millions
 Density: 6 357 peoples/km2
 Unemployment rate: 3,3%
www.coventry.ac.uk
Hong Kong
Accessibility
Culture:
 Fashion: European + Traditional Chinese
clothing
 Officials Languages: Cantonese and English
www.coventry.ac.uk
Hong Kong
www.coventry.ac.uk
Offer of Hong Kong
Hong Kong
Offer
Clothing Manufacturing:
www.coventry.ac.uk
Clothing Manufacturing
No. of Establishments 1,034
Employment 11,375
European Brands Hong Kong Brands
Hong Kong
Offer
Competitors:
www.coventry.ac.uk
Hong Kong
www.coventry.ac.uk
Demand of Hong Kong
Hong Kong
Demand
 People like Luxury and shopping
 Local customers like news
 They are sophisticated and travels a lot
and has been very receptive to our
products
www.coventry.ac.uk
Hong Kong
Demand
www.coventry.ac.uk
Hong Kong
Barriers
www.coventry.ac.uk
 No trade barriers
 No customs duties
 No quotas and no exception
Hong Kong
www.coventry.ac.uk
Conclusion
Hong Kong
www.coventry.ac.uk
 Political system is stable
 Good economy
 Culture is adapted
 There are no barriers
 The country correspond very well
with the products
Detail of the work
www.coventry.ac.uk
CANADA
Hong Kong
www.coventry.ac.uk
Accesibility of Canada
Canada
Accessibility
Politic:
 Governed by the general governor,
David Lloyd Johnston
 Federal parliamentary system with a
democratic tradition
www.coventry.ac.uk
Canada
Accessibility
Economic:
 One of the richest nation in the world
good economic health
 GDP: 1770,084 billions $US
www.coventry.ac.uk
AccessibilityAccessibility
Demographic:
 Population of 34.826 millions peoples
 Demography in constant expansion
Canada
www.coventry.ac.uk
Men Women
AccessibilityAccessibility
Demographic:
Canada
www.coventry.ac.uk
Canadian population in 2011
The growth of West reach the top
Canadian population in 2011
Increase of population since
2006
Canada
www.coventry.ac.uk
Offer of Canada
Offer
Competitors:
European Brands Canadian Brands
Canada
www.coventry.ac.uk
Canada
www.coventry.ac.uk
Demand of Canada
Canada
Demand
www.coventry.ac.uk
Canada
www.coventry.ac.uk
Conclusion
 Politically stable
 Booming economy
 Heavy demand
 Culturally adapted to the offer
Canada
www.coventry.ac.uk
Detail of the work
www.coventry.ac.uk
FRANCE
France
www.coventry.ac.uk
Accesibility of France
France
Accessibility Politic:
 Socialist president François Hollande
elected in 2012
 France is a stable country
 It is a democracy since 1789
www.coventry.ac.uk
France
Accessibility : Demographic
www.coventry.ac.uk
1990 2000 2010
Population 56 770 000 58 858 000 62 791 000
Growth on 10
years
+ 3.67% +6.68%
Growth on 20
years
+10%
Growth of the population in France
 Population in France 2011: 65,350,181 Population.
 With about 2.2 children per woman.
 The birth rate is estimated at 12.7%.
France
Accessibility : Demographic
www.coventry.ac.uk
0.00
10,000,000.00
20,000,000.00
30,000,000.00
40,000,000.00
50,000,000.00
00-14 15-65 65 and
+
Population distribution
Population
France
Accessibility : Economic
Opportunities:
 GDP growth of +1.7% (2011)
 GDP is 9th in the world and PPP is 39th (per capita)
 The minimum wage on 1 July 2009 is € 1337.7 Gross
Threats:
 Population below poverty line 13.4% in 2008
 Unemployment rate of 11.2% in 2012
www.coventry.ac.uk
France
www.coventry.ac.uk
Offer of France
France
Offer
www.coventry.ac.uk
Between 2005 and 2010,
the share of Chinese
exports in world trade
clothing from 18 to 34%.
At the same time, the
European Union has
increased by one point
from 29 to 30%.
(In %)
2010
2005
European
union
China Rest
of the
world
Indonesia Korea India Turkey United
states
Mexico
France
Offer
www.coventry.ac.uk
Creation of enterprise in the field of
textile
France
Offer
www.coventry.ac.uk
Industrial production index
Clothing
Leather, footwear
France
Offer
Competitors at local level:
www.coventry.ac.uk
…
France
www.coventry.ac.uk
Demand of France
France
Demand
www.coventry.ac.uk
Industrial production index
Household expenditure index
Clothing
Leather, footwear
Textile and Leather
France
Demand
www.coventry.ac.uk
Turnover volume index
Clothing
Leather, footwear
Textile
France
Demand
www.coventry.ac.uk
Women (15 years and over)
Men (15 years and over)
Children (2-14 years)
Home textile
New baby
32 billions Euros
-0.6%
In 2010
Consumption of ( textile, clothing)
France
www.coventry.ac.uk
Specialty
channels +1.1%
Independent
trade -0.5%
Supermarket
-0.7%
Distribution
Other channels
+0.4%
Specialist sport
-0.5%
Popular stores
Markets and fairs +0.1%
Great stores
Great diffusion +0.6%
Home sales -0.3%
France
Taxes and barriers and risks
www.coventry.ac.uk
 VAT is 19.6% and
increase of 0.4% for
2014.
 The corporate income
tax is 33%
 Cost of work
France
Germany
France
www.coventry.ac.uk
Conclusion
France
 France is a stable country
 Koyo Jeans must be set up in France
 The franchise system is the best choice
 This brand has a great notoriety
www.coventry.ac.uk
Bibliography
Cairn (2009) available from:
http://www.cairn.info/revue-de-l-ofce-2007-4-page-351.htm [8 November 2012]
Central textiles (2012) available from:
http://www.centraltextiles.com/index.php/think-central/who-we-are/ [8 November 2012]
Coface (2012) available from:
http://www.coface.fr/CofacePortal/FR_fr_FR/pages/home/os/risks_home/risques_pays/fiche/Hong%20Kon
g?extraUid=571860 [8 November 2012]
Coface (2012) available from:
http://www.coface.fr/CofacePortal/FR_fr_FR/pages/home/os/risks_home/risques_pays/fiche/Canada?extra
Uid=571827 [8 November 2012]
Creditanceplus (2012) available from:
http://www.creditfinanceplus.com/fr/calculs-simulations/calculer-taxe-vente-canada.php
[8 November 2012]
Denims and jeans (2010) available from:
http://denimsandjeans.com/top-denim-brands/index.php?countrynames=Canada [10 November 2012]
www.coventry.ac.uk
Entrepreneurship (2009) available from:
http://entrepreneurship.baf.cuhk.edu.hk/sites/default/files/page/design-entrepreneurship-case-
series/koyojeanstn.pdf [8 November 2012]
Industrie.gouv.fr (2009) available from:
http://www.industrie.gouv.fr/sessi/conjonct/fiches/page12.pdf [10 November 2012]
International Path of Koyo Jeans (2010) available from:
http://album1.baf.cuhk.edu.hk/gem/sites/default/files/page/design-entrepreneurship-case-
series/koyojeansteachingcaseenglish.pdf [8 November 2012]
KoyoJeans (2012) available from:
http://www.koyojeans.com/en/aboutus.php [8 November 2012]
Mfe (2009-2010) available from:
http://www.mfe.org/index.php/Portails-Pays/Canada/Vie-pratique/Cout-de-la-vie [9 November 2012]
Statcan (2009) available from:
http://www.statcan.gc.ca/pub/62-202-x/2008000/t069-fra.htm [8 November 2012]
Statcan (2010) available from:
http://www.statcan.gc.ca/pub/62-202-x/2008000/part-partie1-fra.htm [12 November 2012]
www.coventry.ac.uk
Statcan (2012) available from:
http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/famil108a-eng.htm [11 November 2012]
Uottawa (2011) available from:
http://www.med.uottawa.ca/sim/data/Vital_Stats_f.htm [10 November 2012]
Textile.fr (2010-2011) available from
http://www.textile.fr/sites/default/files/ag_uit2011_web.pdf [10 November 2012]
Wikipedia (2012) available from:
http://fr.wikipedia.org/wiki/Hong_Kong [10 November 2012]
Wikipedia (2012) available from:
http://fr.wikipedia.org/wiki/France [8 November 2012]
www.coventry.ac.uk
Company
LOGO
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Koyo Jean Export

Notes de l'éditeur

  1. Koyo Jeans Koyo Jeans is a premium denim brand owned by prominent Hong Kong designer William Cheung.
  2. Koyo Jeans Koyo Jeans is a premium denim brand owned by prominent Hong Kong designer William Cheung.
  3. The clothing industry is a major manufacturing sector of Hong Kong. It is the third largest manufacturing employer in Hong Kong, with 1,034 establishments hiring 11,375 workers as of December 2011.