New Market Expansion Strategy

Section 1

Industry and Competition Analysis

The apparel/clothing market is highly competitive with numerous players vying for market share. Garne operates in the Ukrainian market, but if it were to expand it would be competing with the likes of other international and domestic brands like Zara, H&M, and Uniqlo.

While Garne faces stiff competition, it has a few key advantages. First, Garne has a strong online presence and is able to reach a global audience with a little revision to its online store (such as multi-language upgrades). Second, Garne offers a wide range of sizes and styles, making it accessible to a diverse group of customers. Third, Garne has a well-established brand identity and is known for its quality products at affordable prices. As a result, Garne is well-positioned to compete in the apparel/clothing market. Finally, as Garne is based in Ukraine, it may be seen by international consumers more sympathetically than other brands, since Ukraine is currently caught in a war (Pavlykivska et al., 2020).

A survey of consumers regarding Garne reveals that the company is a leading clothing store and garment factory in Ukraine. The company has a strong brand presence and is widely recognized by consumers. Garne's promotional activities are highly effective in influencing consumers' purchasing habits. The company regularly runs sales and promotions which attract customers and encourage them to purchase products. Garne's promotional campaigns are well-planned and targeted at specific segments of the population, such as students and families. As a result of these campaigns, Garne has a high level of brand loyalty among its customers. However, Garne faces some challenges. The company's buying and consumption patterns are not always aligned with those of its competitors. This can lead to stock shortages and lost sales. In addition, the company's reliance on promotional activities to drive sales means that it is vulnerable to changes in consumer behavior. If consumers become less responsive to promotions, Garne may need to revise its marketing strategy.

A SWOT Analysis reveals the following:

Strengths: Garne's strengths include its experienced management team, its strong brand equity, and its efficient production process. Garne has a strong brand name in Ukraine and enjoys high levels of customer loyalty. It has a well-established manufacturing and distribution network, and its products are of good quality. The company also has a skilled workforce and is able to respond quickly to changes in fashion trends.

Weaknesses: Garne's weaknesses include its reliance on the Ukrainian market and its small scale of operation. These factors could limit the company's ability to compete effectively in international markets. Garne does not have a strong presence in international markets, so its products are not widely known outside of Ukraine. The company also relies heavily on the Ukrainian market, which makes it vulnerable to economic downturns. In addition, Garnes product range is relatively limited, which could prove to be a barrier to expansion into new markets.

Opportunities: The expansion of Garne's operations into international markets offers the company significant growth potential. There is increasing demand for stylish, high-quality clothing globally, and Garne is well positioned to capitalize on this trend. In addition, the company's experience in managing supply chains and producing garments efficiently could give it a competitive advantage in new markets. There is growing demand for Ukrainian-made products in international markets, due to the countrys reputation for high-quality manufacturing. In addition, Garnes products are well suited to the needs of emerging markets such as Asia and Africa, where there is increasing disposable income but relatively low levels of product knowledge.

Threats: The expansion of Garne's operations into international markets also poses some risks. The company may encounter difficulties adapting its products to meet the needs of new customers in different cultures. In addition, Garne could face stiff competition from established brands in international markets. However, the biggest threat to Garnes expansion plans is the global economic climate. Uncertainty in international markets could lead to reduced demand for Garnes products. In addition, if other Ukrainian companies start to expand into new markets, they could steal market share from Garne.

New Market Selection and Analysis

There are many factors to consider when selecting a new market for Garne. The most promising market is a country with a large population of potential customers who want and can afford the product. In addition, the country should have political stability and a developed infrastructure to support the delivery of goods. Based on these criteria, the most promising new market for Garne is America. America is not the world's largest populationthat would be China with over 1.4 billion peoplehowever, America does have more than 300 million citizens, many of whom are feeling the squeeze of inflation. An affordable clothing retailer like Garne could be just what American consumers are looking for. In addition, Americas economy is strong even if it is at risk of entering a recessionbut even a recession or depression could be to Garnes advantage if it can sell its products at a price that is more affordable than competitors. With the hurdles facing the American middle class today, discount high-quality clothing from Garne could be very popular. Furthermore, Americas infrastructure is well developed, making it easy to ship products to customers throughout the country. On top of all this, America supports Ukraine against Russia, so there is a strong incentive for American consumers to be drawn to support a Ukrainian-based company. While there are many other potential markets for Garne, America offers the best combination of size, wealth, and infrastructure. As a result, it is the most promising new market for Garne.

One big potential market for Garne would be seasonal apparel. However, there are a number of market characteristics that are essential to the success of seasonal apparel products in the American market. First, due to the vastness of the country, geography is a major consideration. Products must be able to reach consumers in all regions in a timely and cost-effective manner. Second, cultural factors play a role in determining consumer preferences. In general, American consumers prefer casual and sporty clothing styles (Smith, 2011). Third, economic conditions can impact demand for apparel products. For example, during periods of economic recession, consumers may be more likely to purchase cheaper items or forgo clothing purchases altogether. Fourth, political factors can also affect trade and investment patterns in the apparel industry. For example, recent tariffs on imported goods have led some brands to source their products from domestic manufacturers. Finally, there are a host of technical considerations related to trade regulations, certification requirements, etc. that must be taken into account when exporting products to the US market. All of these factors must be carefully considered when seeking to enter the American apparel market.

Key Competitors

The American garment industry is highly competitive, with a large number of both domestic and international manufacturers vying for market share. Ukrainian-based Garne is hoping to enter this market, and must carefully consider the competition. Key competitors in the US market include fast fashion retailers like Zara and H&M, as well as established brands like Gap and Levi's. These companies all have significant strengths, including a strong presence in brick-and-mortar stores as well as online, a wide variety of product offerings, and well-established brand recognition. However, they also have weaknesses that Garne can exploit, such as high prices, complex supply chains, and a reliance on seasonal trends. By understanding both the strengths and weaknesses of its competitors, Garne can develop a pricing and promotion strategy that will allow it to effectively enter the US market. The key point of differentiation is that Garne is currently based in a war-torn country and may be seen sympathetically by American consumers who want to support the war effort of Garne. If Garne could tap into this interest and get some prominent politicians like Alexandria Occasio-Cortez to wear some of Garnes products and put out a tweet about Garne on Twitter, it would be a tremendous boost in Garnes visibility. Garne should therefore lobby in this department and try to get noticed so that it can better differentiate itself from key competitors. After all, differentiation is the most important thing a company can do in a competitive market, and as Trout and Rivkin (2006) say it is differentiate or die.

Relevant Factors

Issues such as language barriers, different consumer preferences, and regulations regarding imports and exports could all potentially impact the success of Garne's expansion. Additionally, the current state of the economy in both countries would need to be considered. In general, businesses tend to fare better when expanding into markets that are relatively stable and prosperous. Therefore, by thoroughly researching these various aspects of the US market, Garne would be in a much better position to successfully enter the American market.

There are numerous factors that shape the US garment market. From a cultural standpoint, Americans have a long-standing history of fashion and...

…which would be to tap social media influencers and have them promote products through word of mouth via social media. Specialized digital influencers can definitely be considered an effective communication channel with their consumers (Uzuno?lu & Kip, 2014).

First and foremost, it is important to identify the target audience. Once the target audience has been identified, research should be conducted in order to identify which social media channels and influencers they are most active on. Identifying appropriate social media influencers can be as simple as tracking those who have the largest following. Costs for this type of advertising approach are minimal, as influencers will often accept payment in free productwhich means Garne could simply send free products to the influencer for the purpose of reviewing the products favorably online and giving followers a positive recommendation. This should serve as the basis for beginning, and the next step is to contact influencers directly and ask if they would be willing to receive and review a handful of the companys products. It would also help to promote brand loyalty (Mehta &Tariq, 2020).

Finally, it is important to monitor the results and make adjustments as necessary. Feedback on the products should be monitored on social media, and the company should try promotions as well, such as offering discounts to consumers who upload their own reviews on their own social media channels and get a certain amount of clicks or likes in respose.

Message

In order to convince American consumers to buy clothing from a Ukrainian garment factory, the best message for the marketing campaign would be to focus on the quality of the garments. However, the company should also play up the patriotic angle, as Americans are deeply patriotic: the company should reference the war against Russia and draw up sympathy for the Ukrainian cause that way. This would play upon American consumers feelings of doing what is right and supporting a company whose country is being bombed by what is commonly perceived to be a traditional enemy of the United States. Additionally, the campaign could focus on how buying from the Ukrainian factory supports local workers and businesses. Returning to its products, the campaign should highlight how the garments are made with attention to detail and using high-quality materials.

The slogan for the campaign could be something along the lines of high-quality clothing that supports local workers and the cause of freedom. This would be simple, direct, and show the two sides of the campaignquality garments and patriotic purpose. Finally, the brand name and presentation should be kept as is, as American consumers are generally more familiar with brands that have a more traditional look and feel.

Promotional Materials

It is no secret that in order to succeed in the American market, a company must have a strong online presence. In today's digital age, consumers are increasingly turning to the internet to research potential purchases. As such, it is essential for companies to have a well-designed website that is easy to navigate and provides relevant information about their products and services. Garnes website could be improved so that it is more appealing to American consumers by showing more Western models who could pass as American and by showing more Western-style clothes, like t-shirts with sports teams' names on them, and so on

Plus, promotional materials such as email newsletters and social media posts should be tailored to the interests of American consumers. That means using American social media influencers, and newsletters that are styled to pique the interest of American consumer. Patriotism should be a common theme, with patriotic colors used for all images and content, and patriotic ideas explored in the newsletter and on the website. There is an ongoing war between Russia and the West, which is taking place in Ukraine, and that needs to be exploited by the company in order to help it land squarely in the minds of American consumers. By taking these steps, Garne will be well on its way to increasing its share of the American market.

One additional step Garne could take is to offer a loyalty program. A loyalty program can offer many benefits to a clothing retailer, including increased customer loyalty, more repeat purchases, and valuable customer data. By offering incentives such as discounts and exclusive coupons, retailers can encourage customers to keep coming back. Additionally, loyalty programs can provide valuable insights into customer behavior, helping retailers to better understand what type of products are most popular and target…