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Modern Mums International Marketing Plan - Essay Example
Pages 12 (3012 words)
Companies that achieve global competitiveness are open and dynamic, composed of interacting agents and are characterized by complex adaptive systems that portray emergence and self-organization.The paper has addressed the international marketing plan and strategies that Modern Mums can adopt to establish competitive advantage in Germany. …
Established in 2000 by Mary Polion, Modern Mums is a small company situated in Dublin, specializing in maternity wear. The company has established sales in Ireland through establishment of outlets in department stores and other independent outlets. It hastily won recognition and sales for its modern clothes, which proved particularly popular with working-class women. It has established a good sales base in Ireland and is selling in the UK to such prestigious retailers such as Harrods, John Lewis and Selfridges. Today the company employs 80 people manufacturing and selling maternity wear for the Irish and the export markets. Until now, export activities have been concentrated in the UK market (primarily department stores like Harrods). The firm depends heavily on a personal approach to secure orders. Potential buyers receive a presentation on the range from Mary herself or from Celine Murphy, the firm’s Chief Designer. In recent years, Modern Mums has come under increasing international competitive pressure in both the domestic and UK markets. Chain stores from the UK and mainland Europe have made significant inroads in the Irish market. Several of the European chains use global sourcing and large volumes to keep prices down. Mary has decided to fight back by expanding her business to mainland Europe and has identified three countries including Germany, France and Italy. The most effective market among the three options the company has identified is Germany. This paper discusses the international marketing plan that Modern Mums can adopt to establish competitive advantage in Germany. ...
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