You are the Chief Strategy Officer (CSO) at Macy’s, an American department store and clothing retailer. Macy’s has recently decided to expand its clothing brands and manufacturing units to other parts of the world. Preliminary research conducted by the previous CSO outlined India as a potential market for expansion. Macy’s CEO has suggested that the company should launch a new brand with a new name in India and wants you to create a presentation for Macy’s board of directors that proposes a strategic plan to enter the Indian clothing and manufacturing market. Instructions To complete the Foundations assessment of prior learning, create a 12-15 slide presentation for the board of directors in the format of a PowerPoint presentation. When completed, this presentation should show evidence of creativity, and include speaker notes containing 100-150 words explaining the content associated with each slide. You have five (5) calendar days to submit this assessment. Once submitted, you will receive a contact from the University’s academic department to schedule an interview to discuss your presentation. Your presentation needs to include the following components. • Title Slide • Executive Summary – Organizational Overview o Introduce the company, product, and brand. o Provide background information for the organization, including the mission and overview of the company’s positioning strategy. • Market Size – help the board understand the following for India: o The total addressable market size (TAM) and, o The serviceable addressable market size (SAM) • Macroeconomic Analysis – help the board understand how the Indian economy has been performing from a macro-economic perspective. o What are recent consumer spending trends as well as forecasts? o Which regions within India should we focus on and why? • Cultural Analysis of India – Based on the Hofstede research on India, summarize the attributes of the Indian market and their cultural attributes. o Provide six examples, one for each of Hofstede’s dimensions. This is an opportunity to demonstrate that you understand the nuances of the Indian culture. • Leadership Style – Based on your analysis of findings and understanding of the Indian culture and the Macy’s brand, address the following: o Identify the best-suited leadership style for leading operations in India and provide the rationale on how this style will enable operational success. o Examine communication styles for leading remote teams and developing cultural competence throughout the organization and provide recommendations • Outlining your Strategic plan – Outline a strategy for entering the Indian market. This should include: o PESTLE analysis for India o Name of the new Macy’s clothing brand specifically for India and the reason behind selecting the name o The mission statement for the brand o The key Macy’s products (under a new brand name) you will launch in India and the reasons for it. o The international business strategy that needs to be adopted and why. o The initial team you would need in order to create the business plan and why. • Competitive Analysis within India o Who are the key existing local competitors? o How will your new brand be differentiated from competitors? • Target Market Analysis – summarize who is your target market within India and include the following: o Demographic characteristics o Motivations; (i.e., why would they want to buy our brand?) • Go-to-Market (GTM) Plan –Summarize your GTM plan including: o Distribution: will you sell direct to consumer or via channels, or both? o How will you establish brand awareness? o How will you drive sales in year one (1)? o What key partnerships will we need to have to succeed, if any? • Legal Considerations – help the board understand what our options are in terms of a legal presence in India and what are the advantages/disadvantages of each legal option to form the . Include specific trade policies that may impact expansion into the country. • Suggested Action Plan – if the board gives an initial approval of your strategic plan to enter the Indian what would be the next steps and what resources would you need? o Include your communication plan to the key stakeholders • References – include a minimum of four resources to show Macy’s CEO that you created a strategic plan based on reliable and credible information
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