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1. Report on Jack Wills Country
Selection

2. Executive Summary
This report provides an assessment of the four European countries (Belgium, Italy,
Poland, and Switzerland) in which Jack Wills Corporation intends to venture into. The
findings show that the clothing industry among European markets is extremely
competitive with various fashion lines being established competing on image,
information, logistics and production. The textile-clothing industry is noted to be a
source of large imbalances in the world trade, with European and American countries
generally recording deficits and Asia having a growing surplus. The MarketLine
statistical information published in February 2012 is used in this report to make
justifications concerning the selection of Poland as a feasible country in which Jack
Wills can invest (MarketLine, 2012).
Jack Wills has financial capabilities and international business experience that will
enable it to implement the suggested foreign market entries as well as use appropriate
marketing techniques. The justification for use of a staged approach in foreign market
entry (export management companies for the start, then direct exporting and finally
licensing) is justified by the need to have Jack Wills gain adequate market information
(Liu, 2007). The justification for the application of an integrated approach of marketing it
supplying women’s clothing in its current demographic categories (16-24) and (24-35) is

3. also based on the fact that women’s apparel encompass the highest value of clothing
market in Poland. It is worth noting that in documentation of the report, both internal and
external factors relative to the operations of Jack Wills in Poland are considered so as
to enhance sustained organizational profitability …