Study Of Urban Outfitters - Global Marketing

Added on -2020-02-05

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GLOBAL MARKETING
TABLE OF CONTENTSINTRODUCTION......................................................................................................................1International Market Screening and Selection by using GE matrix.......................................2Global Marketing strategy......................................................................................................6Market entry strategies:.....................................................................................................8Strategic Marketing Policies..................................................................................................8CONCLUSION........................................................................................................................10REFERENCES.........................................................................................................................11
LIST OF FIGURESFigure 1GE Nine Cell Matrix.....................................................................................................5Figure 2 Ansoff Growth Matrix.................................................................................................9
INTRODUCTIONIn today’s highly competitive environment majority of firms are trying to expand theirbusiness. For this, there are various strategies adopted by them in order to attain highercompetitive advantage. Most of them are adopting the option of global marketing in whichthey can sell their products internationally. It involves the total process of planning,producing, placing and promoting company’s product in worldwide market (Craig, 2008).Global marketing is highly important for those firms that provide products and serviceswhich are having universal demands. In this regard, the present study is based on the globalmarketing plan of 2 countries that are planning to expand their business operations globally.For these particular study two countries at different levels of Gross National Income has beenselected. In this UAE and South Africa is taken into consideration in which UAE comesunder the category of high income countries while South Africa comes under the category ofupper middle income. These countries has been selected as per the given economies that aredivided according to Gross National Income per capita, calculated by using the World BankAtlas and other methods. For this particular countries clothing has been selected in whichtraditional clothing is the major concern (Hartline, 2007). In this concern, appropriatemarketing plan is being developed on the basis of market expansion of clothing sector withinUAE and South Africa. Clothing is products which is highly culturally sensitive ad demandand needs have people are different as per their culture and traditions. The overall businessdevelopment plan in both the countries includes the international market screening as well asselection by using General Electric Matrix or various other portfolio strategic matrices.Appropriate marketing mix is going to be proposed with having proper market entrystrategies. These are the best way to set the global marketing strategies through whichclothing firm can easily respond to the most important threats and opportunities they mightface while expansion. Further, it can be stated that this overall study helps in expandingbusiness of clothing firm Urban Outfitters. It is an American multinational clothing firmwhich operates their business operations in different countries such as United State, Belgium,Canada etc. The company is known for its vintage and humorous clothing and carried outmultiple street brands at its 400 global retail location. Company is ready to come in UAE andSouth Africa (Proctor, 2014). In this concern, 2 major factors which affect their businessplanning are internal as well as external factors. In order to shape appropriate competitivefactors majority of key factors which helps are internal as well as external factors. Page | 1

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