International Marketing Assignment - Essay Example

International Marketing Assignment Marketing objectives of Abercrombie & Fitch Company Despite higher competition that leads to very low prices so as to gain more accessibility and visibility market, apparel company Abercrombie & Fitch the company must create an environment which is conducive to attract more managerial staffs, investors and the working staffs which have the competent and required talent to enhance competition in the market. Consequently, most of the organizations in the Indonesia country are politically influenced therefore the company should enter into the market with proper laid down strategies which assist the company in coping with the environment.

Most of the investors who invest in business in Indonesia must have the authorization from the senior governmental officers hence proper plans should be made by the business top management bodies to familiarize the senior government official of the detailed information about the business and its intentions to Venter to the countries market. On the other hand, the company also should put in to place the proper measures to enhance promotion. This is the process through which awareness is created to the people and every person in the target market are familiarized with what is being offered by the company.

By being present in most mainstream malls, which are major interacting places for teenagers is in itself, a critical strategy to be a dominant force in the teens’ market. Furthermore, they are intensely tottering on luxury and casual wear by offering higher prices but fall short of the ones demanded by the designer’s1. As a result, this strategy has allowed the company to market to a wide array of social classes. Even though they are very specific on age, appropriateness their target of class is not hence promotion play a major role in ensuring the company maintains completion and that people know its products.

In summary, therefore when it comes to getting into, capturing and penetrating a new market especially in foreign countries, businesses usually find it challenging and difficult. For Abercrombie and Fitch to succeed in the Indonesian market it will have to do the following:-1. Promoting their products through media outlets such as magazines, radio and tv during the launching and after launching period.2. The company must attract positive publicity to break from its past of getting involved in negative publicity and controversy.3. When hiring the company must hire not only creative and talented staff but they should recruit high performers that will give it competitive advantage over the competition. 4. To appeal to its target customers the company must only hire good looking sales people as this will give it the exclusivity niche that makes its apparels cool.

Market segmentationMarket Segmentation is defined as the process of separating a market into direct groups of consumers who may need separate products. There are numerous bases for segmenting the market; they are psychographic, geographic and demographic variables2.Psychographic Criteria A Psychographic criterion is defined as the process that considers both psychological and sociological information. Psychological nature entails attitude, motivations, and personality. Sociological nature involves activities, daily routines and lifestyles3.

There are four psychographic segments in Asia generally and specifically in Indonesia market that are classified using the shopper’s behavior tendency. First, there are engaged Info Seekers who are about 28%. This group is keenly in the hunt for product demonstrations, promotions and experimental marketing, which are key in motivating a shopper. Secondly, there are the whim indulgers that are almost 24% in Asia. This class is inclined to be influenced by the massages of brand new items and chaotic.

Thirdly, there are the loyal listers that are the largest group in Indonesia, estimated at around 42%. They are the most focused buyers who go for what is essential and are faithful to strong brands. Lastly, there are the passive value fans.Geographic segmentation Geographic segmentation can be described as dividing the market into various geographical units such as neighborhoods, countries, cities, regions nations or states. Because of segmenting the market, a company shall be in a position to produce and sell these products in the exact geographic areas at the precise times.

Demographic segmentation It is the practice of segmenting market based on variables such as, race, education, family size, family life cycle, occupation, income, religion, gender, and nationality. It is the most accepted form for segmenting consumer since consumer wants, needs, and usage levels often diverge strongly with demographic variables and easier to determine than other types of methods.Reference ListLamb, Charles W., Joseph F. Hair, and Carl D. McDaniel. 2008. Essentials of marketing.

Mason, Ohio: South-WesternMcDonald, Malcolm. 2011. Marketing plans: how to prepare them, how to use them. Chichester: Wiley.Wedel, Michel, and Wagner A. Kamakura. 1999. Market segmentation: conceptual and methodological foundations. Boston: Kluwer AcademicWriteWork contributors, "Market segmentation," WriteWork.com, http://www.writework.com/essay/market-segmentation-1 (accessed May 09, 2013)