Internationalization through B2C e-commerce

: a comparison and evaluation of the market attractiveness in selected countries for a fashion and lifestyle company

Abstract

TM Collection, a premium clothing and lifestyle company, desires to grow internationally to raise sales. The relative business attractiveness is most attractive for the business unit B2C e-commerce. Currently, TM Collection is not fully exploiting its opportunities to generate sales in this business unit. Marketing activities to raise awareness of its online shop have been focused on several countries. However, TM Collection would like to know which countries bear the most potential for focusing its marketing activities. The following countries were considered in this evaluation: Portugal, Italy, Spain, France, the United States, Japan and Australia. The study contains an analysis of relevant criteria for market selection. The literature on international market selection confirms that the macro and micro environment need to be evaluated as well as the product and distribution-channel specific characteristics and the current market presence. These criteria have been applied with different weights to TM Collect

Date of Award	22 Jul 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)