Markedsindtrængningsstrategi for Ilse Jacobsen i Storbritannien

This project investigates the British consumer market and the competitive situation as well as the cultural environment in the United Kingdom. Before the Danish raingear brand ILSE JACOBSEN – HORNBÆK enters the British consumer market researches were made to identify the biggest competitors and the cultural environment. Marketing strategies and models as Porter’s five forces, the marketing mix of the 7 Ps and Porter’s generic strategies were used to clarify the situation and the position of the company.

Information on the cultural environment of Great Britain were found on the Geert Hofstede website and were compared to the Danish numbers to identify the differences between the two cultures. There were also found articles on the Internet about the market share of raingear in Great Britain and other relevant information related to the research.

The study indicates that the company should study the British consumers and the competitors closely and market their goods by taking the consumer behaviour and consumer demands into consideration while marketing to gain customer interest.

The biggest threats would be the though competition and the cultural difference, but if these domains are handled correctly, there waits a bright future for ILSE JACOBSEN – HORNBÆK in the British consumer market.