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In keeping pace with globalization of the fashion retail industry, fashion retailers are expanding aggressively across Asia. Malaysia is no exception with clothing market demand expected to increase from USD9.1 million in 2020 to USD14.3 million by 2024. Footwear is expected to increase from USD6.6 million in 2020 to USD10.9 million by 2024. In the Fashion segment, 20% of total market revenue will be generated through online sales by 2024.
You are a marketing consultant to a local clothing, footwear or bag company and the firm is targeting to expand its territory globally.
Students are required to choose a Malaysian clothing, footwear or bag company and complete the following tasks:
1. Suggest a suitable host country and the most effective entry mode.
2. Analyse and justify the marketing strategies that could be used by the company to get into the host country with respect to cultural differences between the home market and the hosts country
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