X-L Clothing

Paper Summary:

The paper discusses the problem of declining revenues of X-L Clothing but adds that it has the potential to become a market force in the world's largest country, and explore one of the international community's greatest, untapped and expanding markets. The paper discusses the various options for improvement and concludes that an expanded advertising budget will secure the X-L brand, help distinguish X-L against inferior imitators and competitors, and create product loyalty amongst the young. Many young people will be trying different outdoor sports for the first time, and it is essential that, when they do, they do so using X-L products.

Outline:
Key Issues: Sales Revenues
List of Alternatives
Increasing Advertising: Pros and Cons
Discontinuing Brand: Largely Cons
R&D Expansion: Some Pros, Mostly Cons
Final Recommendation: Increase Advertising

From the Paper:

". But the Chinese market, even its most affluent members, is not likely to be encompassed by the highest end consumers when viewed in an international context, as compared to elite hikers in the United States, Australia, or Great Britain. Consumers are only beginning to explore the outdoors, and are likely still focusing on the basics, still learning to consume like capitalist sportsmen and women. Some R&D is always necessary, but this should not be the primary focus of the company, nor where it places the majority of its funds at this juncture of its history in China."

Sample of Sources Used:

• "Dissecting China's Middle Stratum." (24 Oct 2004). China Daily. Retrieved 13 Aug 2007 at http://www.china.org.cn/english/China/110521.htm
• Ford, Peter. (2 Jan 2007). "Consumer tidal wave on the way: China's middle class." Christian Science Monitor. Retrieved 13 Aug 2007 at http://www.csmonitor.com/2007/0102/p01s02-woap.html

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