Primary research

PESTLE

SWOT

Interview, John Scott, Head of Business Development, Debenhams

Telephone Consultation Interview, Emma Rowlands, UK Sales Director, Kerry Logistics

Chinese Perceptions of British Brands Survey, distributed within mainland China

Debenhams Store Visits

Overview of Chinese market

Overview of company's risks and opportunities

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

Distribution/warehousing methods, tax/let's restrictions, online order fulfilment, costings

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

Telephone Consultation Interview, Path to China Ltd

Visual merchandising preferences, stock control