retail management Essay

981 Words May 9th, 2014 4 Pages
Heng Seng Management College
BUS4003 – Retail and Channel Management
Baleno Case Study
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1. Introduction

1.1 The history of Baleno

Baleno’s story can be traced back to 1981, established by young fashion experts. “BALENO” was registered in Hong Kong in 1996 and established Baleno Holdings Limited as the holding company. With successful rebranding tactics and marketing strategies, Baleno expanded its network rapidly across Asia. Baleno understands that no single brand can serve all customers. So Baleno wisely makes use of multi-brand strategies and its rich apparel-retail experience to penetrate different markets. By building up a chain of direct operation shops and encouraging partnership with authorize
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1.4 Target Market

Baleno was target middle-class consumers between the ages of 20 and 40 years. This group formed 50% of the market. They were increasingly sophisticated, demanding higher quality, variety and innovation from retailers. These consumers were relatively young, well-educated, had discretionary purchasing power and aspired to a better life.

They seemed to prefer foreign-made or foreign brand apparel since they were more influenced by fashion and liked to try new products. They considered symbolism to be important and were less sensitive to high prices. Their sense of fashion was highly influenced by European luxury brands and by Japanese style and pop culture to a lesser extent.

1.5 Competitors The casual wear market was entice more and more competitors to join, since the removal of restrictions on foreign retailers at end 2004, the industry saw a dramatic increase in apparel supply for the mass market and the fast penetration of domestic players which led to intense competition in the mass casual wear sector. Not only had the number of foreign investors increased strong local competitors with Western quality management and marketing skills had also emerged.

The major popular domestic competitors of Belano are

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