Political Science

The case study under discussion is related to the expansion of an already running business to a new location keeping in view the different variables involved with the success or failure of such an expansion. Changing the scope of a local business to that of an international arena requires many deliberations which will be discussed in the preceding paragraphs.

Target Country for the Expansion in Europe
Foreign relations of South Korea and European Union (EU) are boosting due to common interests of both parties. Both regions are negotiating on Free Trade Agreement and upholding of the 2001 Framework Agreement for Trade and Cooperation (European Commission External Relations).

Keeping these facts in view, any country would be ideal for expansion in Europe since both regions are making efforts to boost their trades. However, for the case study under discussion, the target country of preference would be France because the business in Korea is related to fashion design and accessories and France is the home to fashion designing thus having a greater chance of positive response from the people.

Sequence of the Process
The sequence of the process would begin by the launch of a single product in the target country instead of the whole range of products. This will not only reduce expenses but would also give an idea as to how the people of that country respond to the new products. Overtime, new products can be added to the offerings in France depending on the situation.

Market Potential in France
Market potential in France related to fashion industry in very encouraging since all the leading brands related to fashion have their origins in France. Local populace is conscious of the new trends and has a great appeal towards new innovations in the industry. A new brand will always be welcomed in the country to offer a greater challenge to the established players.

Choice of Country
France has been given preference over all other countries in Europe because of the sole reason that it has potential and appeal for fashion industry and people accept new trends more easily as compare to people residing in other countries. Countries in EU consider France as a leader in fashion designing and thus any product which is successful in this country had bright chances to be accepted in other countries too.

Target Population
The target population would be primarily women with an age bracket between 25 to 45 years, particularly those who are working and have extensive travelling abroad. This is due to the fact that the products had a wide appeal to women in Korea and thus the company has an in hand experience of dealing women of this age bracket.

Brand Name
Chosun should remain the brand name of the products to be launched in France. Firstly, it is a new name and secondly it has already experienced success under its belt in Korea. Moreover, this will also help in the marketing as of having a global or international image.

Political or Legal barriers
No political or legal barriers as such exist. As iterated above, both the regions are making efforts to have close relations which will boost trade and cooperation as evident by the trade agreements between the two countries. Moreover, France and South Korea are also working together in international organizations such as UNO, OECD and UNESCO etc.

Cultural issues
France is a country having a vast appeal for fashion designing and fashion is not something that can be limited to a particular culture. Moreover, after the formation of EU, varied cultures and socio economic factors have amalgamated thus nullifying the issues related to a particular culture. The only problem with this scenario would be the language since Koreans value their language highly just like the French people value their language. Thus learning the language would be major challenge for the company.

Economic Climate of France
The country is one of the growing economies of the world with major share related to fashion designing. All major brands have their shows and exhibitions on regular basis. However, due the recent economic downturn, every industry has been affected negatively. This said, this is the perfect time to establish a new player in the market with the international markets and economic conditions begin their recovery.

100 Korean Equity
Businesses have a brighter prospect of success if they bring something new and unique as compared to what already available in the market. Local joint venture would surely bring this aspect as the uniqueness associated with the Korean products and styles would be compromised. Moreover, shop with 100 Korean equity would have minimum competitors thus increasing the ratio of capturing market.

Conclusion
To conclude, the company has a bright chance of success in the market of France which would further aid in her expansion to other countries of Europe too. Facing new challenges and grasping the opportunities is essential to develop this business idea into a reality.