Should HH enter the Singapoeran market? If so, how
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- Singapore 
Our diploma project attempts to aid Helly Hansen (HH) in answering two critical questions relating to their international strategy. First, should HH enter the Singaporean market? Second, if so, how should they enter the market? To answer these two questions, we engaged in a combination of analyses of secondary sources, quantitative data collection in the form of a web-based survey from primary sources, and qualitative interviews. The first part of our study, concerning whether HH should enter the market, includes an analysis of Singapore’s macro environment, apparel retail industry, and apparel consumer behaviour in Singapore, using both primary and secondary data. In order to find out if HH is capable of entering the Singaporean market, we also do an analysis of HH as a firm. Because HH has a long history and heritage, we also discuss HH’s historic core competencies and how they can translate to success in Singapore. After doing research we conclude that Singapore is a good potential market for HH to enter. Through our analyses, we not only discuss why HH should enter the Singaporean market, but have come up with four critical success factors that HH needs to achieve success in the Singaporean market. They are: • Manage to position themselves in a way that differentiates them from their competitors. • Have a competitive advantage through their three-layer system and the Helly-tech technology. • Be able to provide relevant products to the Singaporean market 365 days a year. • Manage to create brand awareness among the consumers. In part two of our diploma project we go on to answer how HH can enter the Singaporean market in order to become successful. We look into possible strategies HH might consider when entering the market. We also identify three segments we believe HH should target if entering the Singaporean market. In order to predict the competition HH is going to face we identify HH’s potential competitors in the market, before reflecting on HH’s positioning strategy. We identify distribution options and suggest who HH should partner with and what follow-up information HH should acquire before making a final decision.