Comprehensive international marketing strategy for a fashion brand or retailer
Your Final Project is to develop a comprehensive international marketing strategy for a fashion brand or retailer or a fashion-related company.
In this module, you will research a potential market (country) and draft a country report including the following:
1. Rationale and Justification: Research and justify why this market (country) will be a good potential market for the selected brand.
2. Country Overview: Political/Legal/Economic/Social/Cultural Background
This section should be an analysis of the target country’s current political and economic structure, market conditions, socio-demographic background, and culture to assess current market conditions and market potential
This section must include a relevant discussion of the overall political/legal system, economic conditions/infrastructure, cultural and social factors, labor, and other issues that will impact your product’s introduction. Do not limit your research to quantitative data.
Discuss business practices, social norms, and other market characteristics, such as to what extent will bribery and corruption impact exportation and marketing of the product?
What legal or political barriers need to be considered? What infrastructure issues need to be considered? What are the major industries the country is built upon? What is the composition of the labor force and what are the demographic breakdowns and trends? Although you should consider a broad range of factors that may influence the launch of your product, you should focus on factors that may impact the importation and marketing of your product in the target country.
Country Evaluation: Explain why this market has potential for your company’s growth.