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How to improve and expand Tommy Hilfiger women’s underwear in the Chinese market?

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How to improve and expand Tommy Hilfiger women’s underwear in the Chinese market?

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MAIN RESEARCH QUESTION How can Tommy Hilfiger improve its supply chain, product image and sales of women’s underwear to become more successful in the Chinese market? SUB QUESTIONS What is the current situation and comprehensive market shares in the Chinese local lingerie market? - What are the main challenges that Tommy Hilfiger women’s underwear is facing in China? - How can Tommy Hilfiger efficiently improve its supply chain in the local market? - Who are the consumers of Tommy Hilfiger women’s underwear in the local market? - What are the buying behaviour, preferences and body type for this group? - What are the possibilities for implementing and expanding the business in China? - Who are the competitors in the local market? - Why is it beneficial for Tommy Hilfiger to invest in the local market? - What will be the long-term goal for Tommy Hilfiger women’s underwear business in China?

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2011
TypeBachelorscriptie
TaalEngels

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