1.0 Executive Summary

EXECUTIVE SUMMARY

The following report seeks to outline a coherent strategic marketing plan for expansion of the British founded luxury brand, Stella McCartney into the New Zealand (NZ) market. It will evaluate the current brand in their existing markets and will analyse and map the method of entry into NZ. Models, including SWOT (section 3.6 ) and PESTLE (Appendix 5), have assisted with the analysis of the brand and both internal and external forces influencing this growth strategy. This marketing plan is based upon Malcom McDonald’s planning tool (1999) which provides a well-defined tool for generating the business mission to implementing and controlling the expansion of a business into a new market (McDonald, 1999). This logical plan takes into consideration the dynamic environmental forces within the internal and external business environment to develop implementable strategies for organizational growth (McDonald, 1999) The planning process for expansion into the international market will assist Stella to achieve their current and future strategic aims and objectives. In doing so we must evaluate the market opportunities and capabilities and predict whether these external changes will hinder or assist them towards reaching their objectives (Doole & Lowe, 2008)

Stella McCartney is the leading sustainable designer of circular fashion; influencing other in the industry to educate consumers and reduce their impact on the environment (McCartney, 2020). Stella has yet to maximize her potential worldwide, especially with the rising trends and demand for sustainable goods. The brand intends to capture growth opportunities in the long term such as exploiting the importance for sustainability in NZ.