Marketing Essay Example | Topics and Well Written Essays - 2250 words - 5

Marketing - Essay Example In the current case, an expensive line of women bathing suit is to be launched internationally. For this, the bathing line will have to create strategic alliance either with the host nation or with a local organization. The various criteria for choosing a country are as follows: Political assessment- It means accessing government stability as well as friendliness to foreign market entrants. Economic assessment- It involves documenting and analyzing of economic indicators such as, health, foreign investment activities, taxes as well as history or mergers and acquisitions. Social assessment- It involves collection of demographic information such as, age, employment rates, income history and population. Infrastructure assessment- It involves evaluation of ground conditions like, power, roads as well as telecommunications reliability. Legal assessment- It includes preparation of all regulatory compliances which the company is not following currently. Each of the countries chosen, Brazil, UAE and Spain are politically and economically suitable for the expansion business. Also, the infrastructure in all three countries is well established and shows constant growth (Lawrence, 2000). Brazil and UAE are major emerging economies and Spain has an established market for luxury swimsuit line for women. Thus, all these three countries are suitable according to most of the chosen criteria. Marketing communication Before entering into an international market, it is extremely important to understand the foreign market and the industry environment. Before marketing communication planning, the Swimsuit Company will have to look into following criteria: Assessment of growth potential It involves projecting realistic and opportunistic growth trajectory after entry into the market. Spain is one of the major European markets for swimsuits, after Italy and France. The overall yearly swimsuit sales are increasing. This can be attributed to huge tourist footfalls as well as local market consumption. Brazil has become one of the hottest destinations for luxury apparel market, as a result of increasing number of international brands as well as affordability among consumers. Even though apparel sector has seen a constant growth in UAE, the sale of men’s luxury swimsuits is much more than the ones for women. Competitor evaluation It involves identification of top players in the industry. Spain is the home for some of the top-notch luxury swimsuit brands such as, Women’s secret and Oysho, which are market leaders. Other prominent market leaders are Andres Sarda, TCN and Selmark. Brazil is still an emerging market in terms of luxury swimwear. Local brands such as, Gap and H&M, are not doing a good job. Brazil has the opportunity for luxury swimsuit market. Most of the women swimsuits in UAE are available only in malls. Customer evaluation It involves gathering customer behavior insights which can help in making useful adjustments in product designs as well as marketing communication strategies (Young & Aitken, 2007). Tools such as, fit matrix and customer opportunity matrix, can be used. As discussed earlier, both Brazil and Spain are preferable markets for expansion. However, Spain can be considered as a mature market and competition will be tough. Compared to this, Brazil has fewer competitors in luxury swimsuits category and market demand is constantly increasing. Pricing and positioning analysis It is important to forecast appropriate approaches