Push and Pull factors- Pestle

 

Internationalisation into chosen global markets is measured on push and pull factors. These factors have been based on PESTLE factors on the home market and also the new potential markets for globalisation.

 

Figure 1 – push factors from the home market. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

With most of the Victoria secret stores being situated in North America, this puts a dependence of this market which makes Victoria’s Secret venerable to economic, social and political and climatic instability in the region, which may reduce demand for its products or disrupt the supply chain and may also restrict its market share and growth opportunities. The swot analysis (see appendix 1) of internationalisation of Victoria secrets looks into the further opportunities and risk factors.

 

Figure 2- pull factors to the new market.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The French market has a yearly upgrade in the amount of lingerie products that enters the market. This is leading to the lingerie sector in Paris being a very saturated market. This means for new businesses entering the market a challenging task due to many competitive brands in the existing market. Also have the advance over VS entering the French market as there lingerie is ‘Made in France’. The Portugal marketing having a strong growing economy, GDP growth and a non-saturated market are very attractive traits for VS to internationalize into the market.