International Marketing

RUNNING HEAD: International Marketing 0
Coogi
International marketing

International Marketing 1
Contents
Introduction...........................................................................................................................................2
Evaluation of the target market..............................................................................................................3
SWOT...............................................................................................................................................3
Pestle.................................................................................................................................................4
Market situation.................................................................................................................................5
Market entry recommendations.............................................................................................................5
Marketing strategy recommendations....................................................................................................6
Marketing mix recommendations..........................................................................................................7
Conclusion.............................................................................................................................................8
References...........................................................................................................................................10
Appendices..........................................................................................................................................12

International Marketing 2
Introduction
The international marketing is the application of marketing principles in more than one
country. It can also be defined as the performance of the business activities designed to plan,
promote and direct the flow of goods and services to consumers in more than one country for
profit. This report comprises the assessment of Coogi in order to make expansion in the
market of Singapore. Coogi is a renowned lifestyle brand. The brand is famous for its vibrant
colour palette and intricately textured knits. It was founded in 1969 in Toorak, Australia. This
brand has grown from sweater line to apparel, highlighting patterns and design reflective of
signature sweaters. Other than the clothing Coogi is known for textiles, cosmetics, toiletries,
leather goods, furniture and toys. Coogi has expanded to women and children comprising
jeans, shirts, dresses, t-shirts, footwear, bathing suits and underwear. The company
relaunched in 2014 with the concentration on the authentic sweater for men comprising new
products and colour treatments.
As a marketing manager, I have conducted an assessment for the market entry of Coogi. This
report comprises the evaluation of Singapore. The evaluation comprises SWOT analysis,
Pestle and the market situation. The market entry recommendations are provided to Coogi.
The report also includes marketing strategy recommendations. The marketing mix
recommendations such as product, price, place and promotion are being offered for the
successful expansion of the brand in the market of Singapore.

International Marketing 3
Evaluation of the target market
SWOT
Strength
Established brand: Coogi is one of the oldest and reliable brands of Australia. The company
have unrelenting loyalty of the customers. The company offers exclusive design of sweaters
along with the additional products.
Wide range: Coogi offers a wide range of quality across fashion, beauty and living. It also
offers competitive prices for the brands.
Omni-channel retailing: The company offers products through a variety of options like stores,
websites etc. The company is capable of offering high-quality products along with
maintaining integrity.
Weakness
Limited presence: Coogi has a limited brand presence as compared to the market leaders if
talked about a number of stores.
High brand switching: Coogi is a mid to high-end luxury brand. The target market of the
company seeks out bargains when it comes spending due to the multitude of products and
services available from the direct and indirect competitors.
Lower revenues: Coogi has lower revenues as the business is constrained when it is measured
by the global players. The company has a weak financial position due to the difficult trading
conditions and varying consumer sentiments.
Opportunities
Acquisition: The company can acquire the largest company which offers a highly enhanced
value proposition. It can help in the enhancement of the market presence.
Business transformation: The rise of e-commerce has generated more options. The company
can enhance its product portfolio and can engage customers through social media.
Threats