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International marketing project - Debenhams

   

Added on  2021-02-20

10 Pages2528 Words56 Views
International marketing project 2
International marketing project - Debenhams_1
Table of ContentsINTRODUCTION...........................................................................................................................3Section 1...........................................................................................................................................3Trend in environment and market for sector .............................................................................3Market structure of sector .........................................................................................................4Section 2...........................................................................................................................................5Summary of product and market focus .....................................................................................5Strategic marketing challenges ..................................................................................................6Section 3...........................................................................................................................................6Recommendation.........................................................................................................................6The benefits of Implementation of strategy................................................................................7CONCLUSION ...............................................................................................................................8REFERENCES................................................................................................................................9
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INTRODUCTIONInternational marketing can be defined as a business activity which is designed to plan,promote, direct and price the goods and services to customers or user in various different nationin order to earn profit. The report will cover a about the global marketing strategies which can beadopted by a company's in order to compete with others. Report will also cover various trendswhich is pertaining in market. It will also highlight the various challenges which a company hasto face while doing business internationally. In order to cover this points Debenhams has beentaken in a study.Debenhams is a multinational retailer which is operating in United Kingdom and Ireland.The company also has franchise with other countries. It was founded in eighteenth century. Thecompany is now operating in about 178 location across United Kingdom(Wang, Sun andUchida, 2018). Debenhams gives its customer a unique and differentiated product on its ownbrands as well as other international brands. The company sells household products, range ofclothing and furniture. Section 1Trend in environment and market for sector Retail sector has faced a huge failure in year 2018 in UK market. Many stores wereclosed, business were failed and many people have loss the job(Retail Trends, 2019). Theindustry is experience is huge pressure. The retailer are facing a problem with business due torising cost and weak demand. The reasons due to which industry is facing loss is Brexit, after theBrexit negotiation global economy has been slow down and the trade war between China/US isalso one of the reason behind bad economy. Secondly due to wide use of online platform in orderto promote product it has been seen that some retailers are facing the difficulty in order to acceptthis platform and are fighting in order survive in market(O'Brien, 2016). A large number of stores has been closed as many of retailers in order to hold its positionin market has tried to restructure business which has resulted in closure of about 7,500 net storesin 2018. It means that a percentage of store closure has been increased by 36 %. In year 2019 the major trends which can be seen in retail sector are : Innovating at scale : As the old retail stores have been closing new stores are coming in marketwith new products and services. Now the retailers are opening large concept stores.
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