International marketing is simply the application of marketing principles to more than one country. However, there is a crossover between what is commonly expressed as international marketing and global marketing, which is a similar term. International marketing and global marketing can be perceived to be interchangeable.
International marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe.
Environment analysis for international marketing (Switzerland, Europe) One of the fundamental steps that need to be taken prior to beginning international marketing is the environmental analysis. After the whole analysis and survey, it was found out that Europe is the country where Ralph Lauren does not place itself at the current time scenario.
EU Market
United Europe is a Biggest Buying Market for Quality Products.
European Union is the single market, without customs barriers, which ensures free
circulation of goods between a member states. Trade within the European Union is totally
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free from customs duties if the country of origin of the goods is one of the EU member states.
High level of European market purchasing power
The retail distribution market in Europe is dominated by big groups and EMN works together with major European suppliers.
However despite the existence of large trade centers, many European consumers prefer local stores which allow medium, small and specialized suppliers to retain a considerable share in the distribution market.
International big brands and small companies which are able to offer quality products co-exist successfully.
Most of the middle-sized companies order supplies from domestic importer via European sophisticated supply network.
Quality Criteria
The producer/supplier is liable to ensure that the product complies with the fundamental safety and environmental requirements imposed by European legislation. The producer may only supply products that can be used safely by the end user.
Product Safety
Eighty percent of all products sold or traded on the European market can be certified by the manufacturer or exporter. This process is called self-certification, meaning that if the product is in compliance with the required directives it can be affixed with a CE mark.
At present, only 10 percent of all products which must comply with European regulations require testing by a European Notified Body. Ninety percent of all products, however, can be self-certified by the manufacturer and exporter.
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CONCLUSION
The project which defines and elaborates the Marketing Principles adopted by GSeven computer business was enlightening for us. It enabled us to practically apply all the lessons learned which led to the clear understanding of concepts and ideas in depth.
It also encouraged us to use and apply our analytical, logical and innovative skills. The report summarizes the basic marketing tools like 4 P’s strategies and environmental scan among other mappings and competitors study for a brand like tally soltions.
The reason for phenomenal success of GSeven computer business can be very well be justified though the techniques stated in the project.
We also identified importance of using the “right” type of strategy for the product as it is the backbone of the brand.
In the project we have considered only the apparel and high end products of the brand and have not taken the mass market sub brands of GSeven computer business pvt ltd into account.
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Recommendations
We recommend this project to accounting industry specially GSeven computer tally solutions, if applicable in low income shopkeeperr. The industry will benefit because of the detailed analysis and research done on the parameters such as Environmental
scanning, 4 P strategy, Branding and Differentiation strategy amongst others considered for marketing a brand.
This report will benefit
o Students looking for a case study on marketing a brand
o Sales Executives
o Marketing Executives
o Apparel Companies entering Indian retail Sector
o Researchers studying the Indian retail market
We sincerely hope that they will need to search no further after referencing to our report.
In order to provide all the shots in the armoury of their employees the company should implement these policies at level:
1. The company should arrange for inter corporate programmes so that the best practices or concepts would be interchanged.
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2. The company should provide their employee to go in for management programmes from top management schools in gain new way's of doing thing.
3. The firms will have to set up small experimental shop's where an organisation can house its best talent to pursue experiment innovate develop cutting edge products, dream up new and better ways of running a business in order to develop positive value addition to the organisation.
4. The company should arrange for game's etc in order to create a forum of informal interaction between customer and employees. These meeting will help employees develop new skills or get an idea for a new product etc.
5. An separate column in the appraisal form should be there for new skill acquired. Then on the basis of 2 or 3 new skill acquired he should be appraised and also the compensation be raised. This will go a long way in motivating employees in developing new com ………
BIBLIOGRAPHY
1. Marketing management 11TH edition, Philip Kotler, Pearson education
2. Fundamentals of Marketing 10th Edition, Stanton, W.J., Michael J. & W.
Bruce J. (1994), New York, McGraw-Hill
3. The Business of Fashion: Designing, Manufacturing and Marketing, 2nd Edition, Burns, L.D. & Bryant, N.O. (2002), New York, Fairchild Publications
4. www.tallysolutions.com
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5. www.gseven.in
6. oup.com/titles/higher.ed
7. bschool.nus.edu.sg
8. www.calvinklein.com
9. www.georgioarmani.com
10.www.lizclaiborne.com
11.www.victorisecrets.com
12.www.gap.com
13.www.wikipedia.com
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