Research on Market Readiness for Fashion Brand Entry into Shijiazhuang : Feasibility Study of H&M Company Entry into Shijiazhuang Market
Chang, Mengjia (2011)
Savonia-ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011061311895
https://urn.fi/URN:NBN:fi:amk-2011061311895
Tiivistelmä
The purpose of this study was to find out whether the Shijiazhuang City in China is a proper market for H&M. This thesis introduces the H&M Company, the situational analysis of the relevant market, and the attitude of Chinese people living in Shijiazhuang City towards H&M.
The author chose quantitative method as research methodology. Data was collected by using a questionnaire consisting of fourteen multiple-choice questions and one open-ended question. The respondents were all native Chinese people living in the Shijiazhuang City. 52 responses were collected.
Through analyzing the feedbacks, the following was discovered: firstly, most of the respondents wished to have a H&M branch in the Shijiazhuang city. as there were already 47 stores in China, it would be easy to establish one in the Shijiazhuang city using the same operational mode; secondly, the purchase power of local people was low so the pricing strategies might have to be changed. In conclusion, the H&M company’s entry into the Shijiazhuang market is a challenge and much consideration is required before any attempts to launch operations can be made.
The author chose quantitative method as research methodology. Data was collected by using a questionnaire consisting of fourteen multiple-choice questions and one open-ended question. The respondents were all native Chinese people living in the Shijiazhuang City. 52 responses were collected.
Through analyzing the feedbacks, the following was discovered: firstly, most of the respondents wished to have a H&M branch in the Shijiazhuang city. as there were already 47 stores in China, it would be easy to establish one in the Shijiazhuang city using the same operational mode; secondly, the purchase power of local people was low so the pricing strategies might have to be changed. In conclusion, the H&M company’s entry into the Shijiazhuang market is a challenge and much consideration is required before any attempts to launch operations can be made.