Global Marketing Strategies for Harris Tweed: Recommendations for Product, Pricing, Promotion and Distribution

This report provides recommendations for global marketing strategies for Harris Tweed, focusing on product, pricing, promotion and distribution. The report includes a PESTLE analysis, marketing theory, and recommendations for target audience and product strategies.

Global
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
Company, choice of country............................................................................................................4
Marketing theory..............................................................................................................................5
Entry mode of market......................................................................................................................6
Recommendations for target audience ............................................................................................7
Recommendations for product strategies.........................................................................................8
Recommendations for pricing and distribution strategies...............................................................9
Recommendations for promotional strategies...............................................................................10
PESTLE factors for marketing strategies .....................................................................................12
CONCLUSION..............................................................................................................................14

INTRODUCTION
Global marketing simply means marketing that is done on international basis or on a
world wide range (Chu, et. al. 2018). This marketing completely involves all functions related to
selling, promoting, distributing, designing and all different activities on international level and
this results in globalisation.
Harris Tweed is a global brand that sells high qualitied wool fabric in global market.
Harris Tweed was founded in year 1909 by Ian Taylor. He was a Scottish businessman. This also
produces and sells various handbags and other accessories in market. This project has selected
Gretna Green Harris Tweed Mini Handbag as its element and the chosen country is USA. This
project will study about the marketing strategies and various other recommendations that are
needed for more globalisation and more benefits in terms of sales and profits to Harris Tweed.
Marketing theory about Harris Tweed is also discussed. These recommendations are helpful
more growth and development of Harris Tweed in the global market.

MAIN BODY
Company, choice of country
Harris Tweed is a great luxury brand that has made its presence in market for high-
quality wool fabric. It was originally made for hunting, shooting and other luxurious activities
(De Mooij, 2019). Harris Tweed provides a lot of products and is available easily in the market.
There are many different varieties of bags available with us for people. There are various other
accessories also that Harris Tweed provides in all shades. These varieties are for both, men and
women.
Gretna Green Harris Tweed Mini Handbag is one of luxurious bag that is one of the best
product and its target audience is women. These bags are unique in design and custom made
bags for its users. The country that is selected for this project report is USA, United States of
America (Donthu, Kumar and Pandey, 2020). This is chosen with the purpose of bigger market
for handbags and easy access of networks. This larger market will help Harris Tweed to grow
and develop at a rapid rate and will result in more globalisation of brand.

PESTLE factors for marketing strategies
The PESTLE analysis is a major marketing key tool that is used by an organisation or a
company for analysing the external factors and external environment of it. In the recent times
and with changing external factors and even due to increased competition in market, it is
important for an enterprise to focus on PESTLE analysis for growth and development of entity
(Trejo-Pech and Thach, 2021). The PESTLE analysis of Harris Tweed is mentioned below with
these following factors:
Political factors- The political factors are connected and even associated with rules,
policies and regulations that are formulated by government of a country. It is also
important for a business like Harris Tweed to take into consideration all major political
factors of the USA that regulate and conduct legal business in the market. The political
factors for an organisation also include corporate laws that are developed by the
government to control business organisations and their operating in the market. There is
political stability in the USA which create opportunity for a business like Harris Tweed as
it allow them to carry out its operation without any problem. USA government is also
pushing to international business as it create employment opportunities in their country.
Economic factors- Economic factors are those factors that are related to inflation,
recession, deflation rates that have a major impact on revenues, capital and profitability
of Harris Tweed. These economic factors also impact on Gross domestic product and
national income of a country and here will make its impact in USA. Harris Tweed should
consider all major and important economic factors in order to conduct and develop
successful globalisation for its handbags. Economic condition of USA is good condition
which create opportunities for business of Harris Tweed as it will result in increased
purchasing power of people which allow them to purchase products of the company. It
will also create threat for business as wages rate of this country is high which can
increase the total cost of company.
Social factors- The social factors are considered as key factors which affect on
functioning of Harris Tweed. Social factors are related to culture, values and traditions of
society which a company needs to follow to gain competitive strength in market. Harris
Tweed develops social environment in order to create effective and great environment for
its employees. In USA, people are highly literate and also using smart phone for different
purpose. It provide opportunity for business of Harris Tweed as they can use social media
and other tools for purpose of marketing which helps them to increase reach of their
products and service in USA.

Technological factors- Technological factors include information and technology based
tools and techniques that are present in market. Harris Tweed use advance computer
systems and software to deal with key operations in industry. It also use customer
relationship management software to move ahead of competitors and gain extra value in
market. USA is developed country which has different technological resources in their
organisation that create opportunity for business. It is important as it allow business to
improve its production efficiency in organisation and also helps them for purpose of
increasing profit of firm.
Legal factors- Legal factors are related to laws and regulations formulated and made by
local authority or at international level to control business at global level or in economy.
Harris Tweed follows rules and regulations developed by USA authorities in order to
conduct legal business at national and international level. There are different laws and
legislation are there in USA related to wages, equality in business, tax and others and all
these needs to be followed by business of Harris Tweed. It is essential for them in order
to develop positive image in minds of legislative authority.
Environmental factors- The environmental factors are related to sustainable
development which is beneficial for company at national and global market and future
generations. Harris Tweed follows environmental policy developed by USA government
in order to conduct ethical business at global level. There is increasing environmental
awareness among people of USA which create threat for business as they needs to follow
different environmental regulation which will increase cost of the company.

Marketing theory
Marketing theories are made to maximise sales and profits for an organisation. These theories are
made in a way that customers are believed that they need that particular product or service and
they will get certain benefits from its use. The marketing theory that is selected is Product Life
Cycle Theory (Ghauri, 2018). This theory has four different stages that are introduction, growth
of product, maturity and decline of a particular product. Harris Tweed should apply this
marketing theory for growth in international market. This theory will help Harris Tweed to
decide when and how much to increase advertising of its handbag. When and why to reduce its
prices that will result in more profits. Different ways of expanding the market for handbag will
also be a part of this theory (Gillespie and Swan, 2021). Packaging factors and redesigning
packaging will also be an important part of this market theory for Harris Tweed. This market
theory that is product life cycle will be of great benefits to Harris Tweed growth and
development in global market. There are different stage of product development in context of
Gretna Green Harris Tweed are mentioned below:
Market introduction: It is one of the stage in which business introduce its product in the
marketplace. Gretna Green Harris Tweed while introducing its products in USA, will be in this
stage where there sales of produce tend to be slow and demand of product is generated.
Market growth: It is another stage for business of Gretna Green Harris Tweed where there sales
will increase and also company is focusing on promotion of its products and service. In this
stage, branding of product becomes more important for business.
Market maturity: In this stage, Gretna Green Harris Tweed will at highest point. In this stage,
products has developed in the market and also sales of firm is not increasing.
Market decline: In this stage, sales of firm has been declining as number of competitors
increase in the market. Gretna Green Harris Tweed has different competitors in the market of
USA but company can beat them by offering its products at lower prices. .
The global Harris Tweed market is having forecasting of its grow at a 4.5% in the international
market as for the years of 2019-2024 as the Harris Tweed are being used so much and its
demand is increasing rapidly in the market. The influence of twitter and Instagram has also
impacted the use of these Harris Tweed in the market as they have inclined the potential
customers in the market to grow and increase their sales of Harris Tweed. Harris Tweed is also
facing an increase in the demand of its bags in the international market. There has been a

tremendous increase in the demand of handbags among the women as its target audience and this
demand has been raised in the market from the online mode as these are being the shopping apps
for women.
These Harris Tweed is in demand as there is high demand of woollens in USA as these cloth is
used for purpose of production of blazer and another woollen. There is increasing demand of this
woollen in USA which creates opportunity for business. selling this cloth in different design provide
an opportunity for the business to increase its young customers.
The total population of USA is 32.95 crores. The female population is 16.67 crores
whereas male population is 16.16 crores. In this report, the target audience is this 16.67 crore
female population that are living in USA. As in USA, the female population is divided into
young, old and aged women. Shopping plays an important and most wonderful activity to female
gender. This report targets the female population of all ages as this handbag is suitable for all
class of females along with all the different age groups of females. There is variety in these
handbags also as per according to their choices of quality and prices, they can select any
availability in handbags pricing and quality.
Recommendation for positioning
Products offered by company in USA will get more profit in compare to other countries.
Americans are more like to spend on high quality of products and also focus on customer
services offered by the business. They also focusing on how the company will deliver the
products to its customers. Due to this, Gretna Green Harris Tweed bags can meet needs
standards of customers. People of USA are also focused towards the design of bags as they love
to use things which are trends and fashionable. For this, marketing carried by the producer of
company should be focused with identity of brand as well as quality of products. Gretna Green
Harris Tweed is also an organisation which is selling handmade bags in the marketplace. It is
offering high quality of products which increase the life of products more in compare to others.
On basis of it, business can get competitive advantage in the marketplace and also can target the
market effectively.

Recommendations for product strategies
There are various handbags products in market and at global level also. Harris Tweed
sells its best product that is Gretna Green Harris Tweed Mini Handbag at global level and now in
USA. There are certain recommendations that need to be followed for product strategy and if
Harris Tweed follows these, this can lead to more sales and thus resulting in higher profitability
ratio to the company (Megaladevi, et. al. 2018). It is essential for business of Gretna Green
Harris Tweed to identify the target market before designing of products as it assist them for
purpose of designing the products according to requirement of customers. It also helps business
to also includes things which are in demand among target market. Various recommendations for
Harris Tweed that can be followed by it are as follows:
 Target audience identification: When there is a proper identification is done about the
people that a company wants to target, this clear identification helps a business to access
its information and this leads to clear vision about the targeted audience. Easy targeting
will let Harris Tweed to grow and develop at a rapid rate.
 Understanding problem: if there are any problems in products, they should be
corrected. Harris Tweed should see all kinds of problems that arise in their handbags, this
will allow them to earn more profits as that problem will be understood and changes
would be made.
 Defining product vision: Product vision includes all kind of information about the
product. If Harris Tweed defines clearly their product vision, its use, market capturing
and all, then there will be less issues and this will lead to increased sales of handbags in
global market.
 Defining current state and targets: A company if clearly states its present conditions in
market and industry along with future targets, then these targets are easy to accomplish. If
there is clear defining of handbag's current status by Harris Tweed and moreover future
targets are also clearly defined in its functioning, this will also increase productivity and
profitability ratios of company.
 Stating product designs: Harris Tweed should clearly state all its handbags designs to
its employees for future referencing. This will allow team members to work effortlessly
and effectively and efficiently.

 Staying with other teams in proper sync: Proper syncing in Harris Tweed functioning
should be there, this lead to clear and efficient and effective performance of its
employees and all.
 Taking proper feedback: after distributing handbags in market, it is necessary to have
proper feedback from its users and customers. This feedback will help in more
improvements and more new ideas and thoughts for Harris Tweed.
The Harris Tweed will use the strategy of quality in the products that is bags. The product quality
strategy is the quality that is providing its goods and services a great value to its customers that is
target audience. This helps in the facilitating effective quality in its bags at the very affordable
rate.

CONCLUSION
It can be concluded from the above project report that Gretna Green Harris Tweed is a great
luxurious bag and is extremely useful to its users. There are various recommendations in this
report for target audience, different product strategies, pricing and distribution strategies. Other
recommendations that are mentioned in this above report are for promotional strategies. PESTLE
factors are also discussed in regarding to marketing strategies. All the political, social,
economical, technological, legal and environmental factors are discussed for more growth and
development. These all recommendations will help the company to conqueror more of market
and this will also result in more globalisation of the brand.

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Global marketing based handbags data analysis, (2022) [Online]Available
through:https://www.businesswire.com/news/home/20190802005171/en/Global-Handbags-
Market-Report-2019-2024---ResearchAndMarkets.com