ALYSSA HOLLEY

International retailing gave me the opportunity to choose a brand and develop an international business expansion strategy into a new market overseas. Analysing new markets and strategies for optimal expansion whilst understanding wider contextual issues associated with these changes such as regulatory, economic, social, cultural and structural boundaries were imperative for this study.

 

I chose to internationalise the American brand NastyGal to the UK and curated a business plan for the new venture overseas including competitor analysis, brand identity, operations, consumers and strategic planning amongst other areas. A presented dragons den style pitch was executed at the end to demonstrate how the move would be implemented and marketing strategies that would be considered.