Firms entry into the european union market

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Reference no: EM131474483

As a marketer for a large United States-based clothing company targeting the young segment, you have the task of developing the online channel marketing strategy for the firm’s entry into the European Union market. Your main competitors re Zara, H&M, and Mango, which have already developed online stores. In the course of your research, you have also found the following information: 78% of Europeans online and buy an average of 10 items with a total value of 750 pounds in a six-month period. The product categories with the highest conversion rates (consumers who research a product online and go on to buy it online) in Europe are event tickets (75 percent), travel tickets (72 percent), books (71 percent), and clothes (70 percent) Online shoppers in the United Kingdom and Scandinavian countries are the most active. Shoppers from the Netherlands, Germany, and France use the Internet to do the most comparison shopping. Auction sites are most popular in Germany and the UK Given these considerations, make a competitive analysis and propose a channel strategy that includes product, pricing, promotion and distribution suggestions that will make your brand relevant and attractive to European consumers.

Reference no: EM131474483

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