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Local and Global Strategies of the E·Land Group

2019-06-21 来源: 51due教员组 类别: 更多范文

下面为大家整理一篇优秀的assignment代写范文- Local and Global Strategies of the E·Land Group,供大家参考学习,这篇论文讨论了ELANDELAND Group1980年在韩国以英国的名义成立。1986年成立服装公司。当时ELAND公司整合了品牌市场和休闲服装市场产品的优势,将价格定在两者的中间。ELAND Group通过运营服装行业最早流行的连锁销售体系,随时随地打造统一的品牌形象,增强了对自有品牌的信任和认知度。在过去的几十年里,ELAND Group已经成为韩国顶尖的时尚公司。

E·Land Group,E·Land Group,assignment代写,paper代写,北美作业代写

E·Land Group was founded in 1980 under the name of ENGLAND in South Korea. In 1986, it established a clothing company (E·Land, 2018). At that time, E·Land Company integrated the advantages of the brand market and casual clothing market products, setting the price at the middle of the two. In addition, E·Land Group has been able to build a unified brand image anytime and anywhere by running the earliest popular chain sales system in the apparel industry, and has enhanced the trust and recognition of its own brand. In terms of production, E·Land Group reduced the price of the product by implementing outsourcing management, and also maintained the flexibility of the organization and eliminated redundant departments and personnel. Over the decades, E·Land Group has emerged to be the top fashion company in South Korea. E·Land fashion products are sold in the US, the UK, Italy, India, China, etc.

Diversification is the first strategy that makes E·Land successful globally. In 1990, the company entered the field of watch, jewelry, and women's casual fashion. In 1994, it entered the logistics industry and the food industry. In 1996, it entered the hotel industry (E·Land, 2018). As of 1993, E·Land Company used the marketing strategy of multi-brand and cooperative brands to easily expand the brand's popularity and build a solid foundation for operating multiple brands. In the course of business development, more than 30 brands of Scofield, Eblin, Roem, Teenie Weenie, Body Pops, Pawinpaw, and Eland Kids have been launched (E·Land, 2018). Since 1994, E·Land Group has officially promoted a diversified and international marketing strategy. In addition to the fashion industry, E·Land Group has established formal enterprises in logistics, real estate, food, tourism, hotels, etc., and has established branches and overseas factories in major regions of the world, as well as local operations in department stores.

Smart logistic network is another strategy that contributed to E·Land’s success. The clothing network of E·Land Company operates the earliest chain retail system in the Korean apparel industry. Through the introduction of a chain retail system, the practice of the existing clothing industry is broken and a new circulation network is constructed. The system enhances the customer's preference for the clothing brand, while effectively expanding and managing the brand-specific stores. In the 21st century, E·Land Company has invested in building a series of knowledge management infrastructures in order to seize the opportunities in new areas. The company introduced the earliest ERP (Enterprise Resource Planning) system in the domestic logistics industry. At the same time, it also introduced the BSC performance management mode (E·Land, 2018). On the basis of this, E·Land has become a representative of the typical knowledge management company in the 21st century.

As mentioned above, E·Land’s strategy for native customers is the comprehensiveness of products and services provided. This is typical for major South Korean enterprises. While E·Land clothing is very well known in Korea, the scope of this group’s business is not just clothing. In Korea, customers eat at the restaurant that E·Land opens, stay in the hotel of E·Land, shop in the clothing stores and department stores opened by E·Land, and even watch the entertainment performances that are also the projects of E·Land. In South Korea, E·Land Group is no longer a company that only sells clothes, but a cross-disciplinary business group. The opening of the authentic Italian pizza restaurant “PizzaMall” in 1994 marked the official entry into the fast food industry. Since the acquisition of the Kensington Hotel in 1995 (E·Land Korea, 2018), mergers and acquisitions became the most important growth strategy of the E·Land Group in South Korea.

In the global market, E·Land has adopted a systematic localizing strategy to attract more customers. E·Land is originally a fashion apparel brand based on the consumption styles of Harvard and Yale students in the eastern United States. The product series includes: university campuses, sports, American pastoral, camping outings, etc. Before entering mainland China, this brand of clothing has been exported to the United States. The consumer group that E·Land was targeting at the time was also US students between the ages of 16 and 20 (E·Land Apparel, 2018). At the beginning of the brand's entry into China, the brand's development in China was slow due to the difference in clothing consumption habits. Under such circumstances, the brand still maintains the original style and product personality, but it has changed in brand promotion, from the original lively, dynamic and energetic form to the present with retro, nostalgic, and classic styles, in an attempt to attracts customers in their early 20s (E·Land, 2018). The brand expanded its survival space in different markets through the change of the appeal object and the adjustment of the brand image.

In terms of further global expansion, the targeting emerging market is set as Indonesia, a country that E·Land does not currently operate in. The reason for selecting Indonesia is mainly due to the large population base and the huge market potential. The social media expansion strategy in Indonesia can be combined with local or South Korean pop culture. In 2012, E·Land Group and South Korea's S.M Entertainment decided to join forces to enter the entertainment industry. SPAO's star strategy is the product of this collaboration. The clothing in the SPAO store is endorsed by many Korean stars such as F(x) and Super Junior, which is attractive to K-Pop fans in Indonesia (Korea.net, 2013). However, the star marketing strategy is not stable and sustainable in the long term. Instead of investing in stars that cost a lot, it may be more beneficial to sponsor local TV programs and episodes. Social media can be used as the supporting promotion tool so that the brand gains local recognition more quickly.

E-commerce is still a developing area in Indonesia. In recent years, Indonesia's online shopping and TV shopping market is gradually becoming active. The advantages of saving shopping time, diverse brands and low prices have attracted many consumers, especially young people. E·Land’s new Branch can open an online store while using this network environment, which satisfies young people who like online shopping. Social media e-commerce is another interesting phenomenon in Indonesia (Yuniar, Lin, Yuniar, & Lin, 2016). The market share of commodity trading through Facebook and Instagram is estimated to be basically the same as the “traditional” means of e-commerce. This points to the necessity to combine social media and e-commerce in Indonesia. Meanwhile, it is notable that there are more than 17,000 islands in Indonesia. The development of logistics is still challenging. Therefore, it is important to consider the cost of expansion and establishing national networks before doing so.

Brick and Mortar Store in Indonesia can be divided into shopping malls and local markets. The location of shops is of great importance. For example, opening stores in urban centers and airports will promote the high-end image of the brand. The local translation of brand name and store design is also important. A short, creative, and memorable brand name would greatly increase the market recognition. Since Indonesia is a secularized Muslim country, the combination of fashion and Muslim culture must be reflected in the promotion and store design. The primary concern of expansion would be to establish a positive and friendly image among the customers.

References

E·Land Apparel. (2018). About Us. Retrieved from: http://www.mudralifestyle.com/

E·Land Korea. (2018). E·Live. Retrieved from: http://www.eland.co.kr

E·Land. (2018). The E·Land Group at A Glance. Retrieved from: http://www.elandfashionchina.com/en_company3.php

Korea.net. (2013). Indonesia, South Korea to boost cooperation on creative industries. Retrieved from: http://www.korea.net/NewsFocus/policies/view?articleId=113705

Yuniar, R., Lin L., Yuniar, R. W., & Lin, L. (2016). In Southeast Asia, Facebook and Instagram are where people shop; social-media sites are launching shopping features, expanding into e-commerce in a region of 620 million people. Wall Street Journal (Online)

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