PRIMARY RESEARCH

Interview - John Scott, Head of Business Development, Debenhams

Telephone consultation - Emma Rowlands, UK Sales Director, Kerry Logistics

Telephone consultation - Path To China Ltd

Chinese Perceptions of British Brands survey, distributed within Chinese consumers

Debenhams store visits

Previous expansion success/ failures, global strategy, methods of expansion, target market, internal KPIs, company model flexibility, sourcing and distribution

Distribution/ warehousing methods, tax/ lets restrictions, online order fulfillment, costing.

Legal procedures and certificates to register a company to trade in China.

Consumer attitudes towards British brands and Chinese brands, shopping behaviours, pricing, effective marketing methods.

Visual merchandising preferences/ stock control.