ABSTRACT

Strategies on Sales Performance in Overseas

-Focus on Textiles & Apparel Firms

The purpose of this study was to identify the current situation of textiles and apparel firms in the overseas markets, and to examine the relationship between firms' characteristics and international marketing strategies, and to examine the impact of firms' characteristics and international marketing strategies on performance in overseas market. A random sample of 311 textiles and apparel firms were selected. The survey design method was used to test conceptual framework. Adjusted response rate was 33.4%(n=115). Descriptive analysis (i.e., frequency, percent), x 2-test and Two-way ANOVA were used for data analysis.

About the current situation of textiles and apparel firms in the overseas markets, the motivation for international market entry was highly found to expand their operation from domestic to international market, and most firms were found to be involved with OEMs(Original Equipment Manufacturers). China and US market were the most popular market among Korean textiles and apparel firms, and economic conditions was found to be the most important factor in firms' operations. Product differentiation strategy, pricing strategy based on manufacturing cost and buyer's offering price, place strategy using foreign buyers, and promotion strategy participating a few international exhibition were frequently used among Korean textiles and apparel firms for international marketing.

Textiles Firms' characteristics(i.e., total sales volume) were related to international marketing strategies(entry strategy, product planning, place). And apparel Firms' characteristics(i.e., total sales volume) were related to international marketing strategies(entry strategy, product labelling, price). as results of analyzing the impacts of Firms' characteristics(i.e., total sales volume, product category) and international marketing strategies(i.e., entry strategy, product strategies, pricing, promotion strategies, place) on the performance in overseas markets(i.e., satisfaction with overseas market, sales volume in overseas), it was proven to be that a firm s characteristics, together with the entry strategy, product planning, pricing and place strategy, are all impacting on the firm s satisfaction in overseas markets. And in regards to the promotional Strategies, information gathering was having an impact on it with both the firm s total sales volume and product category while the frequency of entry to exhibitions was with product category only. The firms characteristics such as total sales volume or product category had significant impact on the revenue gained from overseas markets depending on how did they entry the market, how did they price their products and which place strategy. Regarding to Product Strategies, product planning was interacting with the firms total revenue to show a positive impact on overseas sales volume while labeling was interacting with both total sales volume and product category. And for the Promotion Strategies, information gathering, when it was conducted with total sales volume and product category, was contributing to the revenue making in overseas markets and frequency of entry to exhibitions was doing the same thing when it was considered with only the firms total sales volume. Firms' characteristics(i.e., total sales volume, product category) also influenced on overseas market(i.e., satisfaction with overseas market, sales volume in overseas).

The findings of this can be used when Korean textiles and apparel firms do strategic planning and evaluate the international marketing strategies. Also information and results of this study may assist policy makers to develop better ideas and strategies for textiles and apparel industry.

Key Words: International Marketing Strategies, Performance in Overseas Market, Firms' Characteristics, Textiles & Apparel Firms