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International marketing - Essay Example

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International Marketing Introduction Mulberry is a fashion based organisation that is founded in England in the year 1971. The company is known for its leather products with specialisation in women handbags. Roger Saul is the founder of the company who opened up a firm in Chilcompton in England…
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Download file to see previous pages It provides the facility of discounts at Mulberry shops to its shareholders who own the 500 shares with the company (Morley 2011). The company operates on a large scale, having stores throughout the UK and across the world including Europe, Australia, and Asia. It aims at expanding its base by increasing the production of leather bags in the UK. Mulberry Handbags represent the symbol of England’s distinctiveness and style along with the lifestyle of the people of Britain. This brand is mostly preferred by ladies and is one of their best choices. The uniqueness lies in the provision of exclusively designed handbags that are available at reasonable prices. This brand provides products that represent ideal price, design, style and quality all provided at a single point. Mulberry has produced some top class products like Bayswater handbags and Roxanna handbags with the new unique designs styles. Therefore, Mulberry provides stylish and durable handbags at reasonable prices. The company also operates through various online stores that provide handbags of all models and styles to the various consumers in the market (Morley 2011). The company aims to go for internationalisation in India in order to reach new market and expand its customer base. The reason lies in increasing the sales and earns increasing profits by providing uniquely designed and luxury leather goods to the potential customers. India has the second largest population in the world and this will provide the brand a large market space to grow and expand. Situational Analysis The situational analysis has been done in order to analyse the environmental conditions of the Indian market which will help to develop the marketing plan and enforce the expansion strategy in the Indian market. Socio-Cultural Environment Social cultural environment has an important role to play in when a company takes decision to enter international market. This environment includes all the factors that are not included in economical or political aspects. The social cultural environment on broader parameter consists of complete range of behaviours patterns and relationships of the individuals in their personal lives. The basic factors that are included in the social cultural analysis of the market include characteristics of population of the market, values and attitudes and lifestyles and relationships (Hollensen 2008). Mulberry is a company of British origin which is well known for its luxury leather goods. The company is willing to engage itself in international trade by expanding and entering the Indian market (Morley 2011). The company needs to give emphasis on understanding the Social cultural environment of India before taking the final decision to enter the market. Along with this the company needs to understand this to design its products in such a manner that it is able to align its working with the requirements of the country like India it is initiating to enter (Wilson and Gilligan 1997). Competitive Analysis For the purpose of competitive analysis of the PEST and porter’s analysis of the market is conducted in order to identify the environment which is to be faced by the company willing to perform its functions in India (Fill 2006). The major factors are discussed in detail as under. PEST Analysis Political Factors: This factor indicates the degree of intervention of the government in the functioning of the economy. India is the biggest democracy of the world and type of government ...Download file to see next pagesRead More
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