Expansion of Russian retail company Concept Group L.L.C. to Poland

Because of the economic uncertainty and overall market unpredictability that exist in the domestic country today, companies look for new opportunities outside of the local marketplace. Globalization has become a new norm for the fashion industry. Therefore it encourages companies to be flexible and adapt to market changes, focusing on prospective development and the use of global resources. This research is focused on a study of opportunities of Russian retail fashion company, Concept Group, to penetrate to the Polish market. The objective of the research is to develop the plan of entry to Poland in the contemporary business environment of Poland. The research will help to answer question what the Polish clothing business environment represents and the sub-question what the most appropriate entry mode into the market is for Concept Group. The theoretical part of the study reviews different internationalization modes. It looks into various go-to-market options as well as highlight the decision-making process of selecting the right entry mode. In the external business analysis, the author researches and provide PEST analysis for Poland’s fashion marketplace. This research is conducted as the qualitative study. The questionnaire is used as the primary source for collecting and analysing the data. The secondary data were collected from reliable sources (Statistics Bureau, reports of organisations and companies). Based on the research, it is clear that the company needs to expand sales via online channels. It also needs to develop an online presence and brand awareness to introduce the brand to Polish shoppers. The contemporary Polish market is attractive for the fashion segment, and Concept Group has a high chance in success assuming it can overcome the identified gaps