Pumpkin Patch

(a retail company)

RequirementsAnswer the Case Questions What are the roles of comparative and competitive

advantages in the success of Pumpkin Patch? Illustrate your answer by providing specific examples of natural and acquired advantage that Pumpkin Patch employs to succeed in the global retail market of children’s clothing.

Pumpkin Patch might be considered a born global. Does this change the internationalization process?

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IntroductionPumpkin Patch is a chain store based in Auckland, New

Zealand. Mostly focuses on the design, marketing, retail, and wholesale

of children’s clothing primarily in New Zealand, Australia, Fiji, United Kingdom, and the United States.

The company is known to produce stylish clothes for citizen.

The management believes that its unique design is an area of competitive advantage for firm.

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Comparative and Competitive advantages

The company lies in the fact that it is able to manufacture excellent quality and unique products for children.

The company is able to sustain its online space in UK market even when the market was on a decline.

Competitive advantage include two strategies, first is the cost leadership strategy .

Secondly, the differentiation strategy .

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Objective of the companyIs to ensure that it can manufacture the children apparels with

unique design.E.g., the management of the company has agreed that its

design are appreciated by the end customers. The management has also agreed that its expansion could also

be attributed to its employee who have been involved in unique design.

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Importance of Differentiation Strategy

Mostly used the differentiation strategy to increase its business.

Company has its presence in 24 global markets and it has more than 190 stores. This success could be attributed to its competitive advantage in terms of differentiated products .

Expected that the company would continue to grow and outperform its competitors with the focus on differentiation strategy.

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Pumpkin patch and Internationalization Process80% of the revenue of Pumpkin Patch comes from the

international sales.Company has become a true international player and termed as

true global player.Does not change internationalization process largely.To increase its market share in international market, Pumpkin

Patch has also collaborated with Amazon. This partnership has increased the stock price of the company.

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Could be some change in the internationalization process as Pumpkin has agreed to change its engagement model in UK and other European countries.

Selling the products only through online or e-commerce medium.

Follow agile and flexible strategy of international expansion. Company acknowledged its decline in UK market and the next

step was to end the stores in UK market and focus only on online selling through Internet channel.

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Thank You