with the introduction of open international trade

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    With the introduction of open international trade, businesses now have more

    opportunities to offer their products and services to foreign markets.In order to do this,

    companies typically answer the questions as to which foreign market will they be

    entering, how will they enter it and when will be the best time to enter it. Once the

    company has identified it market prospect, it is then important that the company analyze

    and understand its selected market segments.

    This paper primarily provides the PEST Analysis of ABC Clothing Company in

    line with the planned expansion in international business operations. This provides

    insightful details regarding different factors of in the external environment that an

    organization must monitor. After which, this paper will attempt to select one of the most

    essential factors that must be given emphasis by the company in order to sustain their

    competitive advantage among their competitors for the foreseeable future. Further, this

    report will also outline the role of marketing research to support the company's decision

    making process.

    International expansion is one of the main representations of business success

    as it suggests the companys ability to meet foreign market demands and supply

    resources needed for foreign operations. Financially, operating abroad can be

    demanding; in addition, the company would need to adjust a number of its standard

    operation in order to adjust to foreign business practices. In other words, there are

    many risks involved in global trade. As this business activity requires significant

    resource allocation, the companies must then ensure that they are capable of

    overcoming possible risks and will be able to achieve success.

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    One way of doing this is by analyzing the environment that the companies wish

    to invest on. It is important that business entrepreneurs are aware of the distinct

    features of each foreign setting; in this way, the investors will know how to address the

    risks in the most effective way. If for example the food company is from the West,

    establishing a branch in the Eastern section will naturally make western and eastern

    differences apparent. In ABC Clothing Companys case, the company has been

    operating successfully based on Western standards; as it aims to expand into newer

    international markets such as Asia, this concept applies very well to the company.

    Foreign origins have distinct differences on various aspects like politics,

    philosophy, society and history. Hence, it is imperative that entrepreneurs understand

    their market prospects well. From this aspect, learning and adaptation are perhaps the

    two most important factors that should be present.

    The Marketing EnvironmentTodays market is characterized by highly competitive organizations which are all

    vying for consumers loyalty. Firms are faced with the challenge to maintain their own

    competitive edge to be able to survive and be successful. Strategies are carefully

    planned and executed to gain the ultimate goal of all: company growth. However,

    external factors are not the only elements which influence growth. There are also

    internal factors, components working within the organization which shape the direction

    of the company.

    The companys marketing environment influences the business organization

    directly. This includes the suppliers that deal directly or indirectly to the people within

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    the business organization, the consumers and customers who demand for the products

    or services offered by the company, and other local stakeholders who influence the

    decision-making process or affected by the business decisions made by the business

    firm. As such, the marketing environment of a particular company describes the

    relationship between firms and the driving forces that control this relationship who are

    members of a specific industry wherein the relationship is local and the firm may

    exercise a degree of influence.

    PEST Analysis OverviewThe environment we live in can be very volatile. All organization has its

    considered internal weaknesses and strengths, but the outside world will also have a

    major impact on the organizations future. PEST Analysis is a popular marketing

    management tool and method of examining the many different external factors affecting

    an organization. The acronym PEST stands for the following: Political, this is the current

    and potential influences from political pressures; Economic, the local, national and world

    economy impact; Sociological, the ways in which changes in society affect the

    organization; and Technological, the effect of new and emerging technology.

    Since the company is offering clothing designs for all ages which depend on the

    needs and demands of their customers, there are some external factors that the

    company must consider in order to stay in the competitive world of business. The

    following are some of the factors within the external environment that the management

    of the company must consider.

    Political (Legal) Aspects

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    A company will not be able to gain success, good reputation and trust if it will not

    consider legal and political sector as part of their strategy. Political and legal sectors

    include the needs of the company to follow the given policies and regulations of the

    government in order to be considered as legal and authorized business company. In

    this manner, ABC Clothing Company should be able to consider political and legal

    aspects so as to show that they value the policies and regulations of the government in

    any of the business operations.

    - tax policy- employment laws- political stability- environmental regulations- trade and tariff restrictions

    Economic AspectsIt is important that a certain company must also give enough attention to its

    economic stability. The economic goal of a certain industry is like an axis in which other

    objectives or goals are revolving. The economic factor involves the context in which an

    industry belongs, i.e. the configuration of the competition in which a company operates

    the active demand of the products, general economic condition of the nation or region,

    conditions in relation with other industries, and the situation of the resource markets.

    - economic stability

    - economic growth- interest rates

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    - inflation rates- exchange rates

    Socio-cultural SectorSociety and culture is an important factor that must be given emphasis by any

    business, specifically those who are operating in the global arena. It is important that

    the company must operate in compliance with the social systems in order to gain good

    reputation and effective public image. On the other hand, cultural aspects is equally

    essential, in order to understand the various needs of different individuals that belongs

    to different cultures.

    - population growth rate- age distribution- career attitudes- consumer behavior-

    religion and culture itself

    Technological Aspects

    The complexities of achieving business success through increased efficiency,

    effectiveness and competitiveness, combined with innovative applications of modern

    technology, has heightened the awareness of both technology and business managers

    towards more strategically oriented approaches for planning and management of any

    industry. Hence, it is important that a company must be able to give consideration to the

    technological aspects.

    - distribution and communication channels

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    - technology incentives- automation- rate of technological change- environmental and ecological aspect- barriers to entry- production level- outsourcing decisions

    Emphasis on EconomicsThe marketing concept has been defined as the key to achieving organizational

    goals and the marketing concept rests on market focus, customer orientation,

    coordinated marketing and profitability. In a profit making business the firm obviously

    has to try and achieve this level of customer satisfaction as a way of staying ahead of

    the competition and making a profit. Traditionally, marketing has been utilized by the

    private sector in decisively increasing the capabilities of an organization. Marketing can

    be considered as one of the most important element underpinning successful business

    creation. The importance of marketing concept incorporates oft-repeated elements such

    as: customer orientation; integrated marketing efforts; and resultant profitability.

    In marketing operations, the marketing manager must have the ability to

    strategically decide the most essential external environment factors to be monitored in

    order to sustain the competitive advantage of the company in the future. In the case of

    ABC Clothing Company, the marketing manager of the company should give focus on

    the economic aspects. As mentioned, economic aspects includes the possible

    conditions needed in order to gain competitive advantage within the marketplace.

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    Economic sectors include all the possible factors that drive an industry to know where it

    belongs such as the condition of its competitors, entire economic situation of the region

    and nation in which the company is operating. In this particular case, ABC Clothing

    Company is operating in different areas or regions of the world, including Asian market.

    In this manner, the marketing manager, should be able to consider economic

    sectors in its monitoring to ensure that ABC Clothing Company adheres to all elements

    of economic factors of the external environment. Just like what big as well as small

    multinational companies that are operating globally. Herein, the marketing manager

    should be able to monitor the economic status of a certain country where the company

    is currently operating or the economic status of a country in which the company would

    plan to operate in the future. It is said that if a country with a good economic status or

    which is economically stable, there is possibility to gain more customers which would

    avail the quality products offered by the company.

    Industry AnalysisCompanies in the industry sell to a few large customers/buyers. Likewise, the

    industry also displays an apparent impracticality for customers/buyers to switch from

    one source of supply to another. This is reflected by the cost of raw materials as well as

    the costs of operations. Moreover, the products offered by companies in the industry are

    essentially interchangeable and indistinguishable. The product could also be considered

    as a commodity for the retail industry especially in the clothing business. Moreover, the

    industry shows that the cost of the product and service represents a relatively large

    percentage of the buyers and customers total cost. Nonetheless, the customers could

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    if desired backward-integrate specifically by acquiring a company in the industry to

    which is included. The following are micro-environmental aspects that are necessary to

    consider.

    Suppliers PowerMany suppliers provide raw materials to the industry. Moreover, companies in the

    industry are not likely to backward-integrate. On the other hand, it could also be posited

    that the companies in the industry are the primary source of revenues for the suppliers.

    This makes the competition among suppliers more rigid. Likewise, if raw -material costs

    get out of line, companies in the industry would be able to have a hard time using a

    different type of raw material to produce the product. The industry is also characterized

    with the quality and costs of raw materials having a significant impact on the quality and

    price of the products and services produced by the industry.

    Moreover, the raw materials provided by suppliers are essentially

    interchangeable and indistinguishable. The raw materials are essentially commodities.

    Likewise, in an industry where loyalty is also considered necessary, there is also the

    possibility for the suppliers to forward-integrate.

    Rivalry Among CompetitorsCompanies in the industry considered to be diverse in their history and culture

    and in how they do business. Moreover, the product/service sold by the industry has low

    storage costs or is not perishable. Nonetheless, the industry is experiencing fast market

    growth.

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    The products offered by companies in the industry are essentially

    interchangeable and indistinguishable. It has also been established that the product

    provided by the company is a commodity to a major part of its stakeholders. Moreover,

    it also shows that there are considerable numbers of large competitors that dominate

    the industry.

    In the said industry, companies in the industry have high fixed costs and spend a

    lot of money on plant and equipment. Likewise, production capacity, to be economically

    feasible, must be done in large, expensive increments. Significant barriers as well

    hinder companies that want to exit the industry. These include regulations, labor

    agreements, costs of closing facilities, and the absence of secondary market for assets.

    In addition, it could also be observed that staying in the industry is of great strategic

    importance to companies in the industry, probably because they have nowhere else to

    go.

    Threats of New EntrantsThe economies of scale play a significant role in the cost of produce the product

    and service. Companies in the industry have low fixed costs and spend relatively little

    on plant and equipment. Moreover, competitors in the industry are not likely to cut their

    price to defend their market position. In an industry experiencing fast market growth,

    patents, proprietary knowledge, and brand reputation are also considered as barriers for

    companies entering the industry.

    Threat of Substitute Products

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    The price of substitute products is more expensive. This provides the industry a

    great following. Moreover, the quality, features and benefits of substitute products are

    generally lower.

    The Role of Marketing Research in Decision Making ProcessThe structured method of marketing research has enabled countless of

    producers and consumers alike to better understand their relationship. Generally, the

    role of marketing research in every business environment is to provide information that

    are necessary in the decision making processes for the development and benefit of the

    company.

    There are numerous studies conducted to verify the potential effects of

    information in business environment obtained through marketing research. The value of

    information in decision making is proven especially in enhancing performance, reducing

    uncertainty, and processing business plans. The information collected through

    marketing research, may it be qualitative or quantitative in nature is essential in the

    overall being of the company.

    Furthermore, there are other several experimental studies that have proved that

    marketing research is indeed an important element in companies' success formulae.

    give evidence that the level of use of marketing research is positively related to

    company effectiveness. Every effort exerted in the research process is justified when

    the by-product is the optimal performance of the business. In the same way, that more

    successful companies carry out marketing research, in sharp contrast t

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