A Project On

" SUSTAINABILITY IN STYLE: Charting Our Course for

International Expansion "

Submitted towards the completion of the Internal Component- 1,

Basics of International Marketing, Semester- VI.

Of

Bachelors of Business Administration

Of

Symbiosis Center for Management Studies, Pune.

Batch 2021-24

Under the Supervision of:

Dr. Olive Nerurkar

Submitted by:
Abheest Kushwaha PRN: - 21020621040

Anusha Maheshwari PRN: - 21020621082

Rasmi Bhukta PRN: - 21020621194

Shruti Gupta PRN: - 21020621376

Vedika Malpani PRN: - 21020621438

1
Sr.
No. Title

INTRODUCTION
COMPANY OVERVIEW PRODUCTS
1
OVERVIEW
OBJECTIVES OF MARKETING PLAN

BACKGROUND
FACTORS INFLUENCING CHOICE OF MARKET ENTRY MODE CAGE FRAMEWORK
COUNTRY PROFILES
2 VIABILITY OF EXPANSION PLANS BASED ON COUNTRY PROFILES
MARKET ENTRY MODE

HOME COUNTRY ANALYSIS

COMPETITIVE ADVANTAGE IN INDIA
3
WEAKNESS OF COMPETITORS IN HOME COUNTRY IMPLICATIONS

HOST COUNTRY ANALYSIS

KEY TARGET MARKETS
TARGET MARKETS PROFILING/SEGMENTATION CHARACTERISTICS, NEEDS,
PREFERENCES, AND BUYING BEHAVIOUR OF TARGET MARKETS
4
COMPETITORS IN THE HOST COUNTRY
OPPORTUNITIES AND PROBLEMS IN THE HOST COUNTRY IMPLICATIONS

MARKETING PLAN
SWOT ANALYSIS OBJECTIVES AND GOALS
5 STRATEGIES FOR INTERNATIONAL MARKETING PLAN 4 Ps FRAMEWORK

MEASUREMENTS AND CONTROLS MEASURING AND EVALUATING

THE EFFECTIVENESS AND EFFICIENCY OF THE MARKETING PLAN
KEY PERFORMANCE INDICATORS (KPIs)
METHODS AND TOOLS FOR DATA COLLECTION AND ANALYSIS
6 MONITORING AND CONTROLLING THE PROGRESS AND PERFORMANCE OF THE
MARKETING PLAN
POTENTIAL RISKS AND CHALLENGES

7 CONCLUSION

8 BIBLIOGRAPHY AND PLAGIARISM REPORT

2
 INTRODUCTION

COMPANY OVERVIEW

Company Name: RenewFashion Co.

RenewFashion Co. stands at the forefront of the fashion industry as a beacon of sustainability
and environmental stewardship. Our company has swiftly risen to prominence by redefining
the paradigms of fashion through a steadfast commitment to eco-conscious practices and the
utilization of ethically sourced materials.

At RenewFashion Co., we pride ourselves on our unwavering dedication to sustainability

across every facet of our operations. From the meticulous selection of recycled materials to
the implementation of cutting-edge manufacturing techniques, we adhere to the highest
standards of environmental responsibility while upholding the integrity of our brand.

Unique Selling Proposition (USP):

RenewFashion Co. distinguishes itself within the fashion landscape through several key pillars:
 Exemplary Utilization of Recycled Materials: Our company harnesses the potential of
recycled fabrics and vegan leather to craft exquisite apparel that not only captivates the
senses but also contributes to the preservation of our planet. By repurposing materials that
would otherwise contribute to environmental degradation, we pave the way for a more
sustainable future.
 Innovative Design Philosophy: Despite our unwavering commitment to sustainability,
RenewFashion Co. remains steadfast in its pursuit of innovation and style. Our collections
boast avant-garde designs and contemporary aesthetics, catering to the discerning tastes
of environmentally conscious consumers seeking elegance and ethicality in equal
measure.
 Transparency and Ethical Accountability: Transparency lies at the heart of
RenewFashion Co.'s ethos. We meticulously trace our supply chain, ensuring that every
facet of our production process adheres to the strictest ethical and environmental
standards. By fostering transparency and accountability, we empower our customers to
make informed choices that resonate with their values.
 ,

 Community Engagement and Advocacy: Beyond the realm of fashion, RenewFashion

Co. is committed to fostering meaningful connections within our community and beyond.
Through strategic partnerships, educational initiatives, and advocacy endeavours, we
endeavour to catalyse positive change and inspire a collective commitment to
sustainability.

RenewFashion Co. epitomizes the convergence of style, sustainability, and social

responsibility. With an unwavering dedication to excellence, integrity, and environmental
stewardship, we stand poised to redefine the boundaries of fashion and lead the industry
towards a brighter, more sustainable future.
3
PRODUCTS OVERVIEW

RenewFashion Co. offers a diverse array of eco-conscious apparel and accessories

meticulously crafted with sustainability at the forefront of every design. Our product range
showcases a harmonious blend of style, functionality, and environmental responsibility,
catering to the discerning tastes of conscientious consumers seeking ethical fashion
alternatives.

Product Offerings:
 Apparel: Our apparel collection encompasses a wide range of wardrobe essentials crafted
from sustainable materials, including recycled cotton, polyester, and organic fibres. From
casual basics to sophisticated ensembles, each garment is thoughtfully designed to reflect
our commitment to style and sustainability.
 Footwear: RenewFashion Co. offers a curated selection of eco-friendly footwear options,
including sneakers, sandals, and boots, constructed from recycled materials and vegan
leather alternatives. Our footwear designs combine comfort, durability, and style,
ensuring that every step taken leaves a positive impact on the planet.

Methods of Production:
RenewFashion Co. is committed to implementing sustainable practices throughout the
entirety of our production process. Our products are meticulously crafted using the following
methods:
 Recycled Materials: We prioritize the use of recycled materials sourced from post-
consumer waste streams, including recycled fabrics and fibres. By repurposing discarded
materials, we mitigate the environmental impact of textile production and contribute to
the reduction of waste in landfills.
 Vegan Leather: Our commitment to cruelty-free fashion extends to the utilization of
vegan leather derived from sustainable sources. By eschewing animal-derived materials,
we uphold the principles of compassion and sustainability while delivering products of
unparalleled quality and durability.
 Ethical Manufacturing: Our products are ethically manufactured in facilities that adhere
to stringent labour and environmental standards. We partner with suppliers and
manufacturers who share our commitment to fair labour practices, ensuring that every
garment is produced under conditions that prioritize worker well-being and dignity.
 Sustainable Processes: At RenewFashion Co., sustainability is not merely an
afterthought but a guiding principle that permeates every aspect of our operations. From
energy-efficient production methods to eco-friendly packaging solutions, we continuously
seek innovative ways to minimize our environmental footprint and promote responsible
consumption.

RenewFashion Co. is dedicated to redefining the fashion landscape through a commitment to

sustainability, innovation, and ethicality. With our diverse range of eco-conscious products
and our unwavering dedication to responsible practices, we invite consumers to join us on a
journey towards a more sustainable and stylish future.

4
OBJECTIVES OF MARKETING PLAN
<

The marketing plan for RenewFashion Co. is meticulously crafted to achieve several strategic
objectives that align with the company's overarching goals and values. Our marketing
initiatives are designed to elevate brand visibility, drive customer engagement, and position
RenewFashion Co. as a trailblazer in the sustainable fashion industry. The objectives of our
marketing plan include:
 Brand Awareness: Our primary objective is to enhance brand awareness and recognition
among our target audience. Through strategic marketing campaigns, social media
engagement, and brand partnerships, we aim to increase visibility and foster brand loyalty
among environmentally conscious consumers.
 Market Penetration: RenewFashion Co. seeks to expand its market presence and
penetrate new demographics and geographic regions. By identifying key market segments
and consumer preferences, we strive to tailor our marketing efforts to resonate with
diverse audiences and drive organic growth.
 Customer Acquisition and Retention: We aim to attract new customers while nurturing
existing relationships through personalized marketing initiatives and exceptional
customer experiences. By offering compelling incentives, exclusive promotions, and
rewards programs, we endeavour to cultivate long-term customer loyalty and advocacy.
 Product Differentiation: RenewFashion Co. seeks to differentiate its products and
offerings in a crowded marketplace by highlighting their unique value proposition and
sustainability credentials. Our marketing efforts will focus on communicating the superior
quality, style, and ethicality of our products, thereby fostering consumer confidence and
preference.<

 Thought Leadership: As a leader in the sustainable fashion movement, RenewFashion

Co. endeavours to position itself as a thought leader and authority within the industry.
Through thought-provoking content, educational resources, and participation in industry
events, we aim to drive conversation, inspire change, and shape the narrative surrounding
sustainability in fashion.
 Sales Growth and Revenue Generation: Ultimately, our marketing plan is designed to
drive tangible business results by fuelling sales growth and revenue generation. By
implementing targeted marketing strategies, optimizing conversion funnels, and
leveraging data analytics, we aim to maximize return on investment and achieve
sustainable financial performance.
 Community Engagement and Advocacy: RenewFashion Co. is committed to fostering
meaningful connections within our community and championing causes that resonate
with our values. Our marketing initiatives will include opportunities for community
engagement, social impact campaigns, and advocacy efforts aimed at raising awareness
about environmental issues and promoting sustainable living.

5
COUNTRY PROFILES

ASPECT NORWAY SWEDEN DENMARK NETHERLANDS

Constitutional Constitutional Constitutional

Constitutional
Monarchy Monarchy Monarchy
Monarchy
POLITICAL Stable Stable Stable
Stable Democracy
ENVIRONMENT Democracy Democracy Democracy
Parliamentary
Parliamentary Parliamentary Parliamentary
System
System System System

High-income High-income High-income

economy economy economy High-income
economy
ECONOMIC Petroleum Export- Export-
ENVIRONMENT Industry oriented oriented Trade Hub

Strong Innovation- Green Energy Innovation-driven

Welfare State driven Focus

High standard High standard

High standard
of living of living High standard of
of living
living
Low Gini Low Gini
SOCIAL Low Gini
coefficient coefficient Diverse
ENVIRONMENT coefficient
Population
Strong Social Strong Social
Egalitarian
Welfare Welfare Tolerant Society
Values
System System

Transparent Transparent Transparent

Transparent Legal
Legal System Legal System Legal System
System
LEGAL Rule of Law Rule of Law Rule of Law
Rule of Law
ENVIRONMENT
Low Low Low
Low Corruption
Corruption Corruption Corruption
Index
Index Index Index

The above chart provides a concise overview of the political, economic, social, and legal
environments of the host countries, enabling businesses to assess the suitability of each
market for international expansion.

6
STRATEGIES FOR INTERNATIONAL MARKETING PLAN
4 Ps FRAMEWORK

Product
RenewFashion Co. is poised to transcend cultural boundaries by strategically tailoring its
product offerings to resonate with the unique preferences and trends of each local market.

Adaptation: In the pursuit of global resonance, RenewFashion Co. will embark on a journey
of customization, carefully adapting its product offerings to align with the distinctive tastes
and preferences prevalent in each target market. This approach ensures that the brand's
designs not only reflect a commitment to sustainability but also seamlessly integrate with the
local fashion landscape.

Product Localization: Collaborating with local designers and influencers represents a key
facet of RenewFashion Co.'s commitment to capturing the essence of each region. By
engaging with creative minds deeply rooted in the cultural fabric of the target markets, the
brand aims to curate region-specific collections that authentically represent the local ethos.
This collaborative effort not only enhances product diversity but also fosters a sense of
inclusivity.

Sustainable Supply Chain Management: Central to RenewFashion Co.'s ethos is the ethical
and sustainable production of its apparel and accessories. The brand will emphasize the
utilization of locally sourced sustainable materials, thereby not only minimizing the
environmental footprint but also contributing to the economic vitality of the communities
involved. This meticulous focus on the supply chain aligns with RenewFashion Co.'s
dedication to fostering ethical production practices and resonating with environmentally
conscious consumers.

Price

RenewFashion Co. recognizes that a strategic pricing strategy is fundamental to market

penetration and consumer acceptance in diverse international markets.

Competitive Pricing: A thorough analysis of local pricing structures will be conducted to

ensure that RenewFashion Co.'s offerings remain competitive while considering production
costs. By aligning with the prevailing market norms, the brand ensures that its pricing is both
attractive to consumers and reflective of the inherent value of sustainable practices.

Promotional Pricing: The initial market entry will witness the introduction of promotional
pricing strategies designed to captivate early adopters and generate buzz around the brand.
This strategic approach not only attracts attention but also establishes a foothold in the
market, encouraging a swift and positive response from consumers.

Value-based Pricing: Beyond mere cost considerations, RenewFashion Co. will highlight
the intrinsic value of its sustainable practices and the uncompromised quality of its products.
By anchoring its pricing strategy on the inherent value delivered, the brand aims to position
itself as a premium yet accessible choice for environmentally conscious consumers.

7
Place
The distribution and retail strategy of RenewFashion Co. is meticulously crafted to ensure
widespread accessibility and relevance in the global market.
Retail Presence and Distribution Channel: Establishing partnerships with existing
sustainable fashion retailers or opening standalone stores is a pivotal element of
RenewFashion Co.'s market entry. This approach not only provides a tangible presence but
also aligns the brand with established players in the local sustainable fashion ecosystem,
enhancing credibility and reach.

E-commerce Platforms: Leveraging popular local e-commerce platforms serves as a

strategic move to tap into the digital landscape, providing a broader reach to consumers. The
seamless integration into local e-commerce ecosystems ensures that RenewFashion Co.
remains accessible and convenient for a diverse range of consumers.

Strategic Alliances: Collaborating with local sustainable fashion organizations forms an

integral part of RenewFashion Co.'s strategy. These alliances foster mutual promotion,
strengthening the brand's roots in the local sustainable fashion community. By aligning with
organizations that share similar values, RenewFashion Co. not only amplifies its reach but
also establishes itself as an active contributor to the sustainability movement.

Promotion
RenewFashion Co. is committed to creating a resonant brand narrative through a multifaceted
promotional approach, ensuring a lasting impact in international markets.

Marketing and Branding Strategies: The brand will leverage the power of digital
marketing, social media, and influencers to craft compelling narratives that capture the
attention of its target audience. Through visually stunning campaigns and engaging
storytelling, RenewFashion Co. aims to cultivate a distinct brand image that resonates with
the values of sustainability and innovation.

Thought Leadership: Positioning RenewFashion Co. as a thought leader in sustainable

fashion involves more than product promotion. The brand will engage in content marketing
and educational initiatives, sharing insights, research, and perspectives on sustainable
practices. By becoming a source of knowledge and inspiration, RenewFashion Co. aspires to
influence the broader discourse on ethical and sustainable fashion.

Community Engagement: Recognizing the importance of community connections,

RenewFashion Co. will actively participate in local events, sponsorships, and partnerships.
By immersing itself in the cultural and social fabric of each market, the brand not only
strengthens its local ties but also enhances its resonance with consumers who value brands
deeply embedded in their communities.