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The City - November 2014

Domestic and foreign expansion

The risk related to developing retail chains in Russia and Ukraine forced entrepreneurs to look for other markets to continue expansion to. This also applies to Polish businesses which are still present in Eastern European markets, but are also developing their sales in the Western Europe, USA or Middle East. The search for new markets is also the result of aspirations to develop an international position of a brand and to compete over more affluent customers. You can read about the model of the expansion to foreign markets and preferences of Polish entrepreneurs in the article Polish fashion on foreign shelves

According to Jones Lang LaSalle experts, Poland is viewed as a developed, mature, transparent and stable market that does not differ from Germany or Scandinavia in this respect. Economics stability and high demand encourage foreign firms to develop in Poland. This can be seen in the sector of shopping centres, which have become not only a place to house shopping shelves, but also to develop sport and entertainment activity. Increasingly often, retail space is occupied by fitness clubs, climbing walls or bowling lanes. More on the topic of fitness clubs in shopping centres can be found in the article Fitness in the City.

Regardless of where we operate – in the country or abroad, it is necessary to have knowledge about the market, customers and competitors. Verified information plays an ever increasing role. This applies to retailers, property managers and investors alike. However, it is hard to resist the impression that there is never enough of information. This is where cutting-edge technology comes into play: video cameras, drones or mobile devices. You will find a couple of reflections on this topic in the articles: Customers under surveillance, Make marketing more emotional, Real estate market research.

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