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International Marketing Strategy - Essay Example
Pages 12 (3012 words)
FREITAG: An Innovator in Contemporary Product Development and Environmental Sustainability Market entry and international marketing plan BY YOU FREITAG 1. Introduction Launched in 1993, graphic design brothers Daniel and Markus Freitag found an opportunity in the European market…
The materials utilised for this purpose quickly gained acceptance as being top quality and therefore gave the business a unique position in the European marketplace. Both brothers being environmentally conscious, they quickly learned to procure industrial tarps known as tarpaulins and then transform these colourful and unique water-resistant covers into stylish, contemporary and trendy bags of many different varieties. Over time, the Freitag brothers realized that not only would their products perform well in this market, but were able to gain consumer demand in coverings for electronics, totes and purses, and other multi-purpose bag needs. Consumers were quickly attracted to the stylish and innovative designs crafted by transforming tarpaulins into useable and socially-relevant products, thus establishing a well-known brand name with an emphasis on quality as a primary marketing concept (Schwartz 2007, p.28). Freitag has just recently developed an internationalization strategy, providing products to Japan and England, which have both been eager and profitable markets. The main rationale for adopting an internationalization strategy: the products were being compared, by consumers, to very upscale brands such as Dolce & Gabbana and even Gucci due to their colours and variety. ...
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