Fatface - the Analysis of the Company

In: Business and Management

Submitted By blaine
Words 5387
Pages 22
1. Task

We had four countries to compare and ultimately decide which one should be the preferred European country where Fat Face should expand to. The management team at Fat face have managed to narrow it down to Croatia, Italy, Romania and Sweden. Using Macro environmental factor we aim to narrow it down further into two countries. Finally using macro, micro and other factors we seek the most suitable option. In order for our team of consultants to determine which country to select an evaluation of the candidate countries has to be executed, which should in turn provide insight into tradeoffs that should be made, allowing justified reasons to be given for the final country selected (Beim, G and Levesque, M, 2004.)

2. Introduction

- About Fat Face

Marketing is - “…the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives.”- Onkvist et al. It is essential that Fat Face acts better than the direct competitors and with the purpose of generating profit. Going international in itself is an enormously high cost exercise in terms of money and top management time and commitment. Therefore international expansion must generate added value not only in terms of larger sales quantities, but more. (S. Hollensen (2007)) So Fat Face needs to gain competitive advantage, by filling in a niche and using its brand image as a unique selling point.
The clothing and outdoor activities equipment company Fat Face was established by two British skiers - Jules Leaver and Tim Slade from selling T-shirts at French ski resort. They then opened their first shop in Fulham, London and began a very successful outdoor clothing and leisurewear clothing empire. FatFace traditionally targets the complimentary skiing/ snowboard and…...

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