International Marketing PEST Analysis

International
Marketing

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Reasons to develop an international marketing.....................................................................1
1.2 PEST Analysis of emerging market......................................................................................2
1.3 International marketing research techniques.........................................................................2
1.4 Evaluating Dubai as a foreign market to be attractive for new product................................3
TASK 2............................................................................................................................................3
2.1 How channels evolve distributing a new product range to Dubai.........................................3
2.2 Reliable export channel.........................................................................................................4
2.3 Evaluation of export distribution channel for product range.................................................4
2.4 Decision making of foreign manufacturing and investment..................................................4
TASK 3............................................................................................................................................5
3.1 Set of international marketing objectives for the T-Shirt......................................................5
3.2 Development of Plan to enter into Dubai market..................................................................5
3.3 International marketing mix while planning for Dubai market.............................................6
3.4 Ethical and environmental issues in international marketing within Dubai..........................7
TASK 4............................................................................................................................................8
4.1 Reason behind monitoring of international marketing planning...........................................8
4.2 Ways of controlling export channels.....................................................................................8
4.3 Describe barriers to international marketing.........................................................................9
4.4 Methods of communication with key international marketing personnel.............................9
CONCLUSION..............................................................................................................................10

INTRODUCTION
International marketing refers to an application of relevant principles in order to satisfy
different types of requirements and demands of clients residing across the national borders. It
consists a concept to undertake the various activities of marketing in different countries and often
known as global marketing. Moreover, it is helpful to promote brand across the borders and
attract customers worldwide which facilitate to enhance business along with attaining more
profits. The present report is based on Tommy Hilfiger which is an American company of
premium clothing and manufacture apparel, footwear, accessories, fragrances and home
furnishing. It was founded in the year around 1985 and have approximately1400 retail stores in
90 countries. This assignment will focus on developing international marketing and conduct pest
analysis of emerging market in which company wishes to operate. It will also include reliable
export channels and produce a set of international marketing objectives through reviewing
ethical & environmental issues. The ways to control export channels and barriers of international
marketing are given below.
TASK 1
Memorandum
To: International Marketing Director
From: Jack Smith
Date: 23rd January, 2019
Subject: Importance of adopting International marketing
1.1 Reasons to develop an international marketing
International marketing is a fresh concept through business can be enhanced at global levels
which provide support to improve brand image and profitability (Hult and et. al., 2018). It can
be considered as modern concept with marketing principles at internal level which are required
to be applied for expand business globally. In context of Tommy Hilfiger, they can utilise the
concept of international marketing to enhance their business but have to face extreme
competitive pressures as may different brands are trying their best to gain profits. For example,
the given company can improve their customer bases and create an image at global level which
is beneficial for business in future. It will facilitate to boost up regular productivity as well as
profitability of an organisation which increase growth as well. In addition to this, it is helpful to

enhance the business and gain advantage to lower cost operations so that Tommy Hilfiger is
required expand their business at international level in respect to get success at the same
standards.
1.2 PEST Analysis of emerging market
The analysis of emerging market is very important by using most suitable tools and
techniques so that appropriate operational decisions can be made properly. However, PEST
analysis can be considered as an effective as well as efficient tool in order to evaluate external
factor of business and helpful to make correct decisions. In case of Tommy Hilfiger, they
should adopt this tool to analyse the market of Dubai by considering certain factors which are
given below -
Political factor – This involves government rules and regulations in Dubai which is
required to understand by Tommy Hilfiger in order to operate there properly to gain profits.
Economic factor – The economic factors consists taxation rate, inflation rate and GDP
which is required to be evaluated in terms of decision making about purchasing raw material,
transportation etc. in Dubai.
Social factor – This include changing trends of market and lifestyles of people with
generating new desires in Dubai which should be focussed by Tommy Hilfiger to satisfy clients
for grabbing more profit share of market.
Technological factor – The Tommy Hilfiger should adopt be and advanced technology
to fulfil needs and wants of customers appropriately by following technological rules in Dubai.
1.3 International marketing research techniques
There are different types of marketing research techniques which can be utilised by
Tommy Hilfiger in respect of analysing changes in internal marketing properly. Some of them
which are beneficial for given company to analyse global market are as follows –
Primary research technique – This can be described as information gathered for first time
with help of several methods such as personal interviews, surveys and statistical data which
was not utilised earlier for any other reason. Moreover, it involves quantitative and qualitative
research methods which are described below.
Quantitative research technique – This refers to utilise information in terms of facts, figures
and quantities in order to analyse response of customer regarding specific concept of new