International Marketing Analysis Presentation

PolandPoland

Entering the Polish Entering the Polish outerwear marketouterwear market

Brianna Kliesmet, Jason Kowalke, Mitchell Griffin, Zak Kasza

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Outline

• Cultural Analysis

• Economic Analysis

• Market Analysis

• Preliminary Marketing Plan

• Conclusion


Culture

• Aftermath of WWII led Poland to become a Soviet satellite state

• Primary religion became Roman Catholic

• Official Language – Polish

• 96.7 % of population is Polish

• Very homogenous, little diversity


Culture

• Generally live in 2 family buildings

• Recreation

– 22 National Parks

– Cycling, swimming, mountaineering, soccer, skiing, hiking all popular activities

• Health care is covered by general healthcare

• Diet

– Optimal Diet (High fat, Low carbs)


Business Practices

• Rules and regulations are an important part of the business environment

• Working hours are 8am to 4pm, Mon-Fri, with no official break for lunch

• Punctuality is vital and lateness diminishes your reliability

• Hierarchy and authority are important


Business Practices

• Expected to know proper business etiquette

• Meetings are very personal

– Use personal titles

– Maintain good eye contact

– Be open and honest with feelings and emotions

• Key is to develop trusting relationships


Economic Analysis

• Population

– 38,500,696 (July 2008)

– Growth rate -0.045%

– 71.4% between the ages of 15-64

– Birthrate 10.01/1000


Economic Analysis

• Statistics

– GDP $420.3 billion

– GDP growth rate is 5.1%, expected to drop to 4.1% in 2009

– Labor Force 16.86 million

– Unemployment rate 12.8%

– Salaries and Wages on the

rise


Economic Analysis

• Foreign Direct Investment

– $89 billion between 1990-2005

– 75% of FDI comes from EU countries

– Majority sectors of FDI inflow

• 36% Manufacturing

• 20% Financial Services

• 8 % Transport, Logistics, Data tranfers


Market Analysis

• In Sept. 2008, Clothing and Footwear market was up 15%.

• Consumer demand driven buy lower prices

• Market Leaders:

– Branded clothing

– Reasonable prices

– Distributed in chain stores


Market Analysis

• Competitors

– LPP

• Owner of Reserved and Cropptown chains

• Largest clothing company in Poland

– Greatest threat from foreign importers

• Poles preference for foreign brand names

• Nike/Adidas largest sporting good competitors

– Market leaders distribute to “Hypermarkets”


Market Analysis

• Channels of Distribution

– # of retail stores more than doubled in recent decades

– Enterprises with >2 stores 2%

– Range from large chains to many small bazaars

– Cash accepted in smaller stores, Cash/credit in chains and urban areas


Opportunities

• Constant shift towards more democratic/free market state

• Higher salaries and lowering unemployment lead to increased consumer spending

• Large population percentage in target market

• Abundant opportunities for outdoor recreation

• Preference for western branded clothing


Recommendation

• A US firm should enter the polish market if:

– They have high brand recognition

– They have available capital to invest

– They have relatively low production costs

– They are able to ally with local wholesalers and retailers

– They have reliable transportation to and within the country


Preliminary Marketing Plan

• Timeline of under one year to introduce any new brand

• Focus on functionality while maintaining a fashion conscious approach

• Below average market price (penetration pricing)

• Use large, popular chain stores as primary retailers



• Strategy

– Product Extension, Communication Adaptation

• Target Market

– Age 18-40

– Active, health conscious consumers

– Middle Class

– Urban dwellers that travel occasionally



• Specific Campaign Ideas

– Target popular resorts and frequent guests

• Showcases and product demonstrations

• Product bundles coordinated with the resort

– Sponsor a local sports team or star

• Sponsor a soccer team and supply them with appropriate brand attire

• Feature a popular athlete as a spokesman


Brand Promotion

• Website and internet marketing is extremely popular

• Only 5% of companies prefer to use TV advertising

• Over 80% of companies use sales discounts as the number one form of sales promotion


Brand Promotion

• Popular promotion techniques:


Sources

• [1] “Poland Unemployment Rate” 16 May 2008 <http://www.indexmundi.com/poland/unemployment_rate.html>• [1] Short, David “Poland's Media Mogul: Zygmunt Solorz-Zak” 1 Feb. 2000

<http://www.allbusiness.com/technology/479646-1.html>• [1] Poland “Warsaw Business Journal “ 06 Jul 2005 http://www.wbj.pl/?command=article&id=27087• iii Poland “The World Fact Book” 20 Nov 2008 https://www.cia.gov/library/publications/the-world-factbook/geos/pl.html• [1] Poland “Warsaw Business Journal “ 06 Jul 2005 http://www.wbj.pl/?command=article&id=27087• v “Huth, Micheal” 16 May 2007 < http://www.intlalliances.com/polishproduct-price.pdf>• [1] <http://www.poland-export.com/categories/showcategory.php?categories=86#Scene_1> • [1] < http://www.pwc.com/pl/eng/guide/regions/cities_krakow.html> 14 Nov. 2008• [1] “Clothing and footwear market” Sep 2008 PMR Publications 12 Nov. 2008 • [1] “The Outerwear Market in Poland” Sep 2007 CBI Market Information <www.cbi.eu > 14 Nov. 2008• i “Poland Unemployment Rate” 16 May 2008 <http://www.indexmundi.com/poland/unemployment_rate.html>• [1] “CIA: The World Fact Book” <https://www.odci.gov/library/publications/the-world-factbook/geos/pl.html#People>• [1]“Polish Public Opinion” Mar. 2008

<http://74.125.45.104/search?q=cache:sKz75TOJlMMJ:www.cbos.pl/PL/Opinia/2008/03_2008.pdf+poland+family+life&hl=en&ct=clnk&cd=9&gl=us> 23 Oct. 2008

• [1] “Doing Business in Poland” Cummunicade 2005 <http://74.125.45.104/search?q=cache:hN5kAnfbyOsJ:www.communicaid.com/pdf/doingbusiness/Doing%2520Business%2520in%2520Poland%2520v2.pdf+poland+business+customs&hl=en&ct=clnk&cd=7&gl=us> 28 Oct 2008

• [1] "The History of Poland” KASPRZYK : INDEX. 23 Oct. 2008 <http://www.kasprzyk.demon.co.uk/www/history/index.html> • [1] <http://www.infoplease.com/ipa/A0107891.html> 25 Oct. 2008• [1] “Poland: Housing Challenge in a Time Of Transition” 2003 Maureen Markham 14 Oct.


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International Marketing Analysis Presentation