SRO - Ilse Jacobsen

Abstract 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