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Marketing Strategies for Growth in Overseas Markets: Abercrombie & Fitch - Essay Example

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This paper talks that a successful marketing strategy involves understanding how to maximize distribution for costs and efficiency and ensure strategic objectives are achieved through development of the marketing mix. A successful international marketing strategy considers the external environment…
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Marketing Strategies for Growth in Overseas Markets: Abercrombie & Fitch
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Marketing Strategies for Growth in Overseas Markets: Abercrombie & Fitch

As the report declares Abercrombie & Fitch is a multi-national clothing retailer that provides higher-priced merchandise branded with the A&F logo and phrases, justifying this higher price tag because of its position against competition. Abercrombie operates 316 A&F stores across the world, owns 502 Hollister Co. stores as well as 18 different Gilly Hicks stores, with a total operating capacity of 1,069 stores worldwide. The organisation operates stores in the United States, The UK, Paris, Dublin, Madrid, Germany and Brussels and has experienced sales growth of 13 percent since early 2011.
This discussion explores that there are many different reasons why the concepts of marketing strategy are important for the multi-national looking to sell its product offerings overseas. In some foreign markets, there is saturation, meaning there are many competitors offering similar products in key markets. In this situation, promotion and advertising are usually the methods utilised to ensure the business competes or positions itself differently than competition. In some markets, there is limited competition because an organisation is a new market entrant, thus they can achieve brand recognition or brand loyalty before the threat of new entrants obstructs market or profit growth. For multi-nationals, the goal is to establish a well-known brand in their target markets and build brand equity, “the total value that accrues to a product as a result of the company’s cumulative investments in the marketing of the brand”....
The types of products offered is retail fashion that is largely targeted at younger, vanity-inspired markets, competing with the lingerie company Victoria’s Secret, the U.S. based American Eagle Outfitters Inc., Ralph Lauren and the Gap (Talley, 2008). Theoretical framework There are many different reasons why the concepts of marketing strategy are important for the multi-national looking to sell its product offerings overseas. In some foreign markets, there is saturation, meaning there are many competitors offering similar products in key markets. In this situation, promotion and advertising are usually the methods utilised to ensure the business competes or positions itself differently than competition. In some markets, there is limited competition because an organisation is a new market entrant, thus they can achieve brand recognition or brand loyalty before the threat of new entrants obstructs market or profit growth. For multi-nationals, the goal is to establish a well-known brand in their target markets and build brand equity, “the total value that accrues to a product as a result of the company’s cumulative investments in the marketing of the brand” (Warren & Keegan, 2009, p.329). Only when the multi-national understands the threat of rivalry, the current state of competition and their differentiation strategies, and can build successful development of the marketing mix can the organisation achieve overseas success. It is also necessary to understand customer lifestyle and attitude as it is associated with the brand, through psychographics as well as demographics and geographics, that the organisation can achieve brand success overseas. Consumers in the foreign market are often different ... Read More
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hheidenreich added comment 17 days ago
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At first, I thought 12 of pages is too much for such a question. But now I see it could not be done better. As the author starts you see the depth of the subject. I’ve read all at once. Precise example
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