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Internatinal Marketing Strategy
Pages 11 (2761 words)
Contents Table of Figures 2 Introduction 3 Situation Analysis 6 International Marketing Objectives 9 Marketing strategy and Plan 9 Implementation and Control 12 Conclusion 13 List of References 16 Table of Figures Figure 1: Worldwide Luxury Goods Market Trends 5 Figure 2: Luxury Market Value in 2011 6 Figure 3: Luxury Goods and Services Market in India 7 Introduction Handbags are considered as the women’s best friend next to diamonds and shoes in terms of popularity.
Mulberry was established in 1971 specifically to provide fashionable items that would create a formula for its success in the market (Reuters, 2012). Mulberry is a fashionable and luxury brand that people aspire to own. Mulberry is recognized for its wide variety of women leather bags which includes shoulder bags, satchels, totes, clutches, briefcases etc. Due to its classic design and wide variety, it is seen on world’s famous celebrities and models’ arm such as Daisy Lowe, Rosie Huntington-Whiteley and Claudia Schiffer. The company not only provides readymade handbags but also gives its customers a chance to design their own handbags according to their requirements making the English luxury easily accessible. The brand is just not limited for women but also provides handbags and other accessories for men. The collection for men is also eye-catching due to which it is purchased frequently by men. The men’s accessories include wallets, cufflinks, bags, gloves, scarves and belts (Mulberry, 2012). The company core values remains indistinguishable even after 4 decades which is the main reason for the company’s success. ...
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