JH Men's Apparel: Building a Brand in China
(9 pages of text)
The president JH Men's Apparel, a men’s apparel company in China, is considering the options available to his firm in light of the price war initiated by his competitors who are copying his company’s sweater patterns and selling the sweaters at a lower price point. Several of his biggest customers have demanded a price reduction to match the prices being offered by these competitors. In the face of such fierce competition, the president realizes that the multiple options available to his company boil down to a fundamental strategic choice between competing on the basis of cost leadership or of a differentiated, branded product line. He needs to make a decision and start implementing the strategy promptly.
- Provides an opportunity to utilize an environmental analysis framework, to conduct an internal analysis and choose a strategic direction for the company.
- Provides a focus on brand building, including both defining a brand identity and then developing and building it.
- Focuses on the challenges being faced by a large number of domestic firms in China that have been competing on the basis of cost leadership and are now deciding how to transition into a competitive position based on a differentiation strategy that is supported by the development of a distinctive brand.
China, Medium, 2012
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