Modern Mums International Marketing Plan - Essay Example

Extract of sample
Modern Mums International Marketing Plan

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. ...
Download paper

Summary

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. …
Author : simwatsica
Download 1

Related Essays

The UK yoghurt market (marketing plan)
Yoghurt is used to supplement the main diet. Various developments have been registered in the production and marketing of this product in different markets across the globe. Different production companies have developed different brands of the product leading to an increased competition in the market. Besides, other related milk products give stiff competition to yoghurt in the market. The company that is to succeed in the market has to be sensitive and able to respond to the changing market trends. It has to develop a product brand that meets the changing needs of the clients. The...
13 pages (3263 words) Essay
International Marketing Plan for Monmouth Coffee House
International Marketing Plan for Monmouth Coffee House Background Monmouth Coffee House was established in 1978 in London. The Coffee house opened its doors first in Covent Garden before it opened a branch in the Borough in 2001 and later in Bermondsey. The company is among the fastest growing coffee houses in and around London. Monmouth is looking to extend its operations in the international market by setting up business in the Asian market, particularly in Sri Lanka. Colombo has been selected as the place where the company will launch its international business. Marketing Objectives 1....
8 pages (2008 words) Essay
Marketing Plan
This essay is aimed at discussing the various aspects of and issues related to marketing plan. In this context, first the role and nature of a marketing plan is discussed. Next, the structure of a standard marketing plan is explained. After that, there are the sections in which elements of marketing plan are elaborated sequentially. The links between marketing plan elements are discussed in the following section. In the section of assumptions, there is a discussion related to the common misconceptions regarding the marketing plan as a whole. Reputable journal, text, and Internet based sources...
12 pages (3012 words) Essay
marketing plan
The company background is provided describing how it has emerged to being a multinational company and its consideration in expanding into New Zealand markets. The New Zealand market situational analysis is provided describing the various industry aspects and the country in general. The significance of the situational analysis is to determine the viability of the market if it is worth to invest in it. This marketing plan also comprises of the company analysis which examines the various aspects of the company mainly the internal environment and determines the capability of the company to enter...
8 pages (2008 words) Essay
International Marketing Plan for Hardee's to Enter Australian Fast Food Market
This report stresses that the focus is largely on the issues to connect strengths of the company with the potential opportunities that are arising in the market place. It is significantly relevant to acknowledge that the Australian market of fast food promotes the demand for healthy food products, like salads and juices. Now, while highlighting the strengths of the company, it is of considerable importance to focus on the company’s ability to produce differentiated products. It needs to be further focused that the company is the sole producer of the unique and highly health conscious product...
16 pages (4016 words) Essay
International Strategic Marketing Plan: Dried Fish from UAE to Brazil
One of the major factors that are to be considered while marketing of food related products would be heath. Hence another benefit to be provided by the product along with taste and variations would be health. Another benefit that could be provided by the product could be easy to process. As compared to traditional food products such products can be easily processed with ease within a short period of time. Actual Product The actual product is the tangible part of the product which can be seen and touched by the customers. One of the parts of the actual product could be the small sliced fishes...
20 pages (5020 words) Essay
Developing an international marketing plan for an organisation
In order to create new customer segments for the newly launched products, the marketers tend to practice extensive marketing strategies and activities. Concerning the industry structure, it can be stated that the medical equipment and pharmaceutical sector is dominated by few major marketers including J&J that has been long serving the customers. Threats of substitutes as well as new entrants are also observed to be low in this industry owing to high degree of regulatory interventions, capital intensiveness and greater dependency on customer as well as stakeholders’ trust (Giudice, & Bolduc,...
14 pages (3514 words) Assignment
Got a tricky question? Receive an answer from students like you! Try us!