Conclusion

Date: 2015-10-07; view: 486.

As a result of the market analysis of the Ukrainian market it is possible to say that unfortunately the Ukrainian market doesn't represent, at the moment a strong interest area in which Tod's should enter. The reasons are mainly connected to the recent political instability of this area, due to the war, and the linked economical effects: strong depreciation of the grivna (that means a lower purchasing power of the Ukrainian customers), general economical and financial crisis.

Furthermore, as result of the conducted survey, it emerges that the Ukrainian potential clients has no knowledge of the Tod's brand, on average, and has a preference for specific models of shoes that don't represent the main object of the Tod's' offer.

However, with a more long term strategy view, and taking into account the fact that a global recognised luxury shoe leader, such as Tod's, should be present in each main city of each country, at least, a possible growth strategy of the Italian Group should be to enter the Ukrainian market by means the opening of some direct operating point of sale in Kiev.

Thanks to that approach, Tod's should introduce their brand in a new country and have a positive “fall out” benefit in publicity in the whole ex Soviet region.