International businss - Case Study Example

INTERNATIONAL BUSINESS By of the of the School Tommy Hilfiger stands out as a globally competitive brand with significant market size. Despite blending various marketing mix, it has obviously exploited one to achieve desirable result in the competitive clothing industry. Historical review of the company offers an insight into strategic management approaches in multinationals. In this case study, Tommy Hilfiger is presented as competitive and sustainable within and outside United States. Although it started gaining its market share massively from United States, it has made significant popularity in Europe and Asia.

Global market entry strategy requires intensive branding and promotion that would meet the diverse needs of various communities (Donnellan, 2014, pg.150).Besides, sound product, pricing and distribution has been critical in elevating Tommy Hilfiger to status of international firm. In this respect, promotion through global personalities and licensing brand association with great companies does wonders. The greatest challenge most firms may face is standardization across diverse market niches. In this aspect, Tommy Hilfiger has differentiated its products to fit into the cultural differences that cut across its main markets in Europe, America and Asia.

Besides, Pricing has to been discriminatory to yield desired goals.Critical assessment of the operation of Tommy Hilfiger portray branding and promotion as standardized across the globed. It is evident that Tommy Hilfiger uses international and local media to promote its brands that captures children and adults in their different gender. From the case study, the company has used global cartoon entity of Disney to promote children ware. This is a global approach since the program provides a common platform for target market in which children and parents are always trapped.

Working with Disney artists also explores the strategy of working with other global companies which is viewed as positive Inter-industry Corporation with significant company image boost. Considering the adult wear, Tommy Hilfiger has used global leaders in politics like Clinton, Musicians like Snoop Dog, among other renowned personalities like Beyoncé. It is worth to note that the people noted in Hilfiger brands promotion command global acknowledgement in various spheres of life (Pride & Ferrell, 2010, pg.328). In that respect, this standardized approach has helped it to cut costs on operation with consequential gain in revenue and public image.

In terms of price and product, Tommy Hilfiger took a strategic measure of setting up design base in Amsterdam to take care of Europe. This successfully helped in transition from product homogeneity between Europe and America. Capturing the design preferences of over 30 different countries in Europe in with its staff in Amsterdam has helped in brand harmonization. However, Tommy Hilfiger has created cross-culture differentiation to meet the needs of different European nations. For instance, Slimmer looking Jeans and smaller shirt logos.

Besides, local taste recognition has taken center stage in the marketing strategy of Tommy Hilfiger as evidenced in its choice of bright color for Italians and Tartaran for Japan.Price is slightly differentiated in attempt to reap from price discrimination. (Rath, Petrizzi & Gill, 2012, pg.132).Tommy Hilfiger has maintained its distribution across the world and this has seen it build and sustain reliable brand which satisfy standardization condition. It is worth to note that distribution of Hilfiger products goes by the local tastes and preferences in its geographically dispersed markets.

The company started with United States and gradually developed a strategic distribution channel in the form of installing various stores in Europe, Asia besides United States. It many stores set up in prime locations like Tokyo New York and Paris acts as the distribution centres besides displaying the variety of labels under Hilfiger Brands. Although there is slightly different on adult brands, children ware have been standardized and promotion ease by the popular Disney cartoon company which Tommy Hilfiger contract to publicize their products in their programs.

It can be concluded that Tommy Hilfiger has significant global presence due to strategic marketing approach and flexibility to contemporary business environment dynamism.ReferencesDonnellan, J. 2014. Merchandise buying and management. Pride, W. M., & Ferrell, O. C. 2010. Marketing. Australia, South Western Cengage Learning.Rath, P. M., Petrizzi, R., & Gill, P. 2012. Marketing fashion: a global perspective. New York, Fairchild Books.