The study will highlight varied internationalization, country of origin and consumer disposition effect related to the marketing plan of Grazia, a leading Italian fashion brand. Finally, the study would also highlight the impact of country of origin and brand positioning effect of apparels produced by leading Italian fashion companies. Country of Origin Effect The country of origin effect would constitute of differences between internationalization and international control strategies that can be due to varied national origins rather than the variations in the marketing environment (Harzing and Noorderhaven, 2000).The differences in the market dynamics and the cultural differences is a contributing factor for the increase in the country of origin effects. The national culture and the upbringing of the customers play an important role in determining the purchasing behaviour (Costa, Krutulyte and Grunert, 2006). In this context, the management of Grazia would try to assess the fashion requirements of the European common people and manufacture stylish and comfortable dresses as per customer preferences. Firstly, it has been noticed that the European people prefer Italian brands over the international brands (Greta and Lewandowski, 2013). The position of Grazia is quite strong in the European apparel industry and hence, the management will utilize this opportunity effectively to retain its marketing position strongly. The management of Grazia will try to create a unique marketing plan, which will also helps in attracting potential investors for the company. The most common trend among the European people is to understand and wear clothes of latest fashion. The company will try its utter best to manufacture comfortable and fashionable clothes at affordable prices to cater to the needs of the European customers. The varied clothing line will also be available in small retail stores throughout the European region. Apparels are regarded as one of the basic fashion necessity for European customers. The clothing line manufactured by Grazia is regarded as one of the most coveted fashion products in the entire Italian region (Tronconi, 2012). Much is contributed to the effective marketing strategies and the country of origin effect of the apparel industry. Domestic & Consumer Predisposition Consumer disposition or brand positioning will help the company to attain its market position by accomplishment of goals and objectives. Consumer disposition occurs highly with the high involvement of varied range of goods and services. This would lead to frequent purchase of apparels and also to the positive brand positioning of Grazia. This would also include strong advertising effectiveness, which will be measured by the consumers purchase intentions and impact attitude. The main objective of the brand positioning plans of Grazia would be as follows: To create awareness among the potential consumers who do not have the slightest hint about the varied types of clothing line manufactured by Grazia To create preferences among the undecided Provide reinforcement among the positive predisposed Conversion of negatively predisposed items into positive items The main objective of Grazia would be to create a niche in the Italian apparel industry and also increase its profitability. In this context, one of the main objectives of Grazia would be to manufacture clothing line from high quality Italian yarn and sell these at an
International Marketing Country of Origin Introduction The apparel industry is one of the most coveted industries of Europe especially in Italy. In spite of the economic slowdown the Italian apparel industry has been generating a decent amount of revenue and has also been able to attract potential customers for its footwear collection…
They are single so they have no one to take care of except themselves. I can now see that there are some real advantages to this situation, but there are hardships that come with being alone that I did not experience. I arrived in America with my family that includes three children.
With an essential objective of de-risking, it is proposed to focus particularly on countries like Brazil, South Africa and India where the economy is booming and also sectors like Insurance, Information Technology (IT) and Information Technology Enabled Services (ITES) are developing like never before.
In a broad sense, the uncontrollable elements constitute the culture; the difficulty facing the marketer in adjusting to the culture lies in recognizing their impact .In a domestic market the reaction to much of the uncontrollable (cultural) impact on the marketers activates is automatic; the various cultural influences that fill our lives are simply a part of our history, and we react in a manner acceptable to society without thinking about it because we are culturally responsive to our environment .The experience we have gained throughout life have become second nature and serves the basic of our behavior.
Likewise international market is the part of nation's market that represents the systems of trading securities of entities located outside the nation. Hence international marketing are the marketing activities intended to facilitate the exchange or transfer of goods between nations.
(Chao, 1993; Tse and Lee, 1993; Samiee, 1994; Ahmed and d'Astous, 1996; Nebenzahl, Jaffe and Lampert, 1997; Insch and McBride, 1998; Chao, 1998; Li, Murray and Scott, 2000; Tan, Lee and Lim, 2001; Jaffe and Nebenzahl, 2001; Chao, 2001; Insch and McBride, 2004).
The LavaSoft Corporation has developed a new cellular phone “Potez”, incorporating state-of- the art features including the capability to store and listen to music with a large storage capacity. The company is considering entering the market in Poland and using the base to expand its activities to Europe.
13 10.0 COO and its effect on Luxury Branded Products 17 11.0 Chapter Summary 18 12.0 Hypotheses 19 13.0 Bibliography 21 CHAPTER2: LITERATURE REVIEW 1.0 Introduction The 14effect of country of origin (COO) of product on consumers’ perception has been one of the most widely
f regional trading blocs; the creation of market economies, particularly in Eastern Europe; and advances in production and communications technologies (Malhotra, Agarwal and Ugaldo, 2003, p. 1)”. Johanson and Vahlne (1990) as cited by Moen and Servais (2002, p.49), defined
In other words, it is a concept that relates to recognized standards or level of achievements that stands out in level-head counterparts in a given industry. Lodgit courier is soon rolling out its business
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