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

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.