Samenvatting

Tally Weijl is an expanding fashion company possessing the financial and internal resources to expand. The research question of this paper is: What could be a suitable entry strategy for Tally Weijl to penetrate the German market with a sleeping wear line?
An internal analysis of Tally Weijl tells that the company holds an excellent distribution and supplier network. A steadily rising turnover and expansion allow an extensive system of communication and a permanent presence in the public and press. An external analysis informs that there is a big market of competitors. Nevertheless, the competition is too different in style and does not harm Tally Weijl. A questionnaire presents detailed investigation about the customers' motivation, preferences, demographics and buying decisions. The German market proposes several opportunities, such as the demand for attractive, low-budget sleeping wear combinations.
With the sleeping wear range, Tally Weijl intends to raise something brand new. Nevertheless, the little twist, which discerns Tally Weijl's concept, will remain. With the first collection in autumn 2012, different kinds of sets and mixable articles, shorts, pants and tank tops in different materials and colours will be offered. Concerning the promotional activities, the focus will be on in-store advertisement, as the customers buy out of impulse. Additionally, online-selling as newborn aspect will be introduced, in order to follow the trend. The existing distributional network of Tally Weijl permits a fast delivery and low costs. The production based pricing policy allows a minimal retail price which is below the price of the competitors.
The financial calculations of the sleeping wear range are expected to be highly profitable. The 18 different products with a total of 99,300 articles promise 75% of turnover and a market share of 0,30%. This is made possible by low production and low transport costs and effective distribution systems and processes.
To conclude, Tally Weijl wants to offer a comfortable, but attractive sleeping wear which makes the customer feel self-confident. The German target market offers several opportunities, while the competitors do not present a significant threat. In-store advertisement and the internet will promote the new product. A well established and fast distribution network allows low prices and foresees a profitable enrichment for the company.