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Executive Summary Harrods is the leading department store in the world for luxury and branded merchandise having unprecedented level of quality standards in place. Since its inception, Harrods remained a one store entity with only store situated in London however, the expansion into Qatar Market.
The proposed expansion into Qatar market therefore is a step towards achieving more international expansion and geographical diversification. Harrods is facing competition in international market especially in UK where Selfridge is emerging as one of the leading premium retail stores. In order to overcome this threat, it is critical for Harrods to actually expand into other markets and achieve the much needed diversification and risk reduction. The main focus of Harrods in Qatar market will be to replicate its strategy adapted in Qatar and offer the same level of quality services to Qatari market. Following the same pricing strategy, Harrods will be focusing on charging premium prices while at the same time offering the higher of quality. Harrods Mission statement To be the number one department store in the world for luxury branded merchandise, maintaining an unprecedented level of retail standards, expertise and profitability. Through a combination of product, innovation and eccentricity, we aim to provide every customer with a truly unforgettable experience in our quintessentially British environment. Objectives Harrods' motto is 'anything is possible' and, for over 160 years, it has worked as a team to exceed the expectations of our customers. ...
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