DEBENHAMS IN CROATIA

Management of International Business

Executive Summary

Debenhams plc is a multinational retail chain that operates under a format of department store in the United Kingdom, Denmark and Ireland. Debenhams plc also has franchise stores in other countries in different parts of the world. The industry in which Debenhams plc operates is the fashion industry because its business is related to the fashion products. The analysis of this industry shows that there is increased competition that is available for Debenhams from its competitors. It has been observed through research that Debenhams is aiming to expand its business to Croatia. It would be very important for Debenhams to know how about the political rules and other policies before entering the region for business. There are strict economic conditions in the country of Croatia. There are different people residing in Croatia with different perceptions and different fashion choices which are very important to be captured in order to be successful in the region of Croatia. There are various programs and policies developed fro the maintenance and promotion of technology in the region of Croatia. The legalities involve the compliance with the judicial system and the legislation that applies to the nature of business carried on in the region of Croatia. Mode of entry analysis is the core essence of report because the report highlighted different models that will assist Debenhams to enter into Croatian market. Therefore, the models that studied for the paper based on variations in manufacturing cost in Croatia, secondly fluctuating exchange rates that exist in Croatia with respect to government policies that are suitable for Debenhams to start operations in one of the emerging market of Europe. Further moving on, there are different strategies highlighted that would be suitable to enter into new European market of Croatia. Although, these strategies are related to different industries but that must be beneficial for Debenhams if management deploy these properly.

Introduction

Retail is referred to the sales of goods and services from individuals or business organizations to the end users. Retailers are considered to be an integral component of the supply chain. The function of a retailer is to purchase goods or other products in large quantities directly from the manufacturers or through wholesale. Further, the retailer sells smaller quantities of these products to the consumers for some profit. The core focus of this paper is to present and discuss a report of Debenhams plc which is preparing to expand its business to Croatia. The report will be including an overview of the strengths, weaknesses, opportunities and threats of Debenhams plc. In addition to this, the industry analysis and the country analysis of Croatia will be presented. The main focus of this report will be on the mode of entry analysis that would enable Debenhams plc to successfully enter the market of Croatia.

Analysis of Debenhams

Debenhams plc is a multinational retail chain that operates under a format of department store in the United Kingdom, Denmark and ...