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International Strategic Marketing - Essay Example

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International Business Management Table of contents Introduction……………………………………………………………………………2 Overview of Company-Primark…………………………………………….…………3 History……………………………………………………………………………………3 Product line of Primark………………………………………………………….…….3 Expansion spree undertaken by Primark……………………………………………4 Entering a foreign market………………………………………………………………4 Factors to be looked upon…………………………………
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International Strategic Marketing
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International Strategic Marketing

Download file to see previous pages... ..…………….10 Mergers and acquisitions……………………………………………………………..10 Entering India through acquisitions………………………………………….………..11 Probable risks associated with acquisition……………………………….……………13 Recommended strategies to combat the issues………………………………………..14 Conclusion…………………………………………………………………….………17 References………………………………………………………...…………………..19 Introduction With levels of globalization soaring high, every company is now trying to enter into different markets to increase its scope and reach out to a higher number of customers worldwide. This paper aims at taking the example of one such national company and identifying the best market entry method. The company selected here for the purpose of international strategy analysis is UK clothing giant- Primark. The selection of Primark is based on certain grounds. First of all, the industry which it operates in is fast booming across the world and capturing the most attention in terms of eased entry norms and regulatory frameworks by developing nations. Secondly, the history of Primark encourages to study its international disposition till date and to apply it further in the context of a well planned future strategic plan. It had embarked upon organic growth in its home country Ireland but resorted to acquisitions when entering into UK. This makes Primark worth analysis and correlates its current foreign entry strategies with that of future plans and identifies strengths and possible gaps and suggests ways to mitigate them. The paper firstly begins with an overview of the company. Here the main aim is to identify what the company deals with and to identify the potential markets for the company. This is then followed by the potential markets that the company can choose to enter into. Here once this has been identified, details of the best market entry method are then discussed. As in the case of any market entry method, there are a number of possible issues that will be encountered. Hence these issues and problems are further discussed along with providing strategies to overcome these issues and problems. On the whole the paper will detail a market entry plan for a company. The chosen company here is Primark. Firstly it is crucial to gain a clear overview of the company. Overview of company History Primark was started way back in 1969 under the name of Penneys in Ireland. The company has worked its way up and has been able to be known for its continuing success. The company has grown from a simple first store Penneys in Ireland to the latest flagship store in Liverpool. The company showed immense success in the ...Download file to see next pagesRead More
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