Analysis on Industry Structure and Internationalization Process of Lee

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Recommended: Evaluate the relevance of Porter's five forces model to organisations in industry and commerce today

1. Introduction
In jeans market, the participants are required to value the industrial context and the developmental trend. Besides, in the process of expanding business scale, internationalization also refers to a strategy that is concerned much by the organizations in the market. In this report, the aim is to make research on the industry structure and internationalization process of Lee. As a competitive participant in jeans market, Lee’s measures and strategies will be analyzed and evaluated well in the research. There are three aspects in the report. In the first aspect, it analyzes the industry structure of Lee. In the second aspect, it discusses the internationalization process of the organization. In the third aspect, it makes evaluation and puts forward relevant recommendations to enhance these two aspects further.

2. Industry structure of Lee
Lee serves as a strong competitor in jeans market. With long history of development and management, the organization keeps its large sales volume and high profitability in both local market and the global market (Lee Jeans, 2014). In its operation and development, the industry structure makes significant influence on its development and growth directly. Porter has put forward five forces theory (Dobbs, 2014, p.34). There are five basic elements that are expected to be considered well in learning the industry structure. First, it is the bargaining power of suppliers. The suppliers are affected by the fierce market competition. Lee is strict in selecting the raw materials. Only the ones that are capable of providing raw materials with high quality and reasonable price will be selected. Besides, the agreement will be signed properly between Lee and the suppliers (Tavoletti, 2009, p.66...

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Dobbs, M. (2014) Guidelines for applying Porter’s five forces framework: a set of industry analysis templates. Competitiveness Review, 24(1), pp. 32-45.

Eickman, M. and Bhardwaj, V. (2011) A case study on the internationalization process of a “born-global” fashion retailer. The international review of retail, distribution and consumer research, 21(3), pp. 293-307.

Lee Jeans (2014) Our Company. Available from: http://www.lee.com/store/LEE_STORE_US/en_US/content/our_company/about.html# (accessed 18 April 2014).

Runfola, A. and Guercini, S. (2013) Fast fashion companies coping with internationalization: driving the change or changing the model? Journal of Fashion Marketing and Management, 17(2), pp. 190-205.

Tavoletti, E. (2009) Strategy and Structure in the Italian Fashion Industry: A Case of Internationalisation. Transition Studies Review, 16(3), pp. 655-670.

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