International Marketing Management Introduction

   

Added on  2020-01-07

12 Pages3074 Words272 Views
INTERNATIONAL MARKETINGMANAGEMENT
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Table of ContentsINTRODUCTION................................................................................................................................4Q.1 Advantages and disadvantages of globalisation........................................................................4Q. 2 Environment analysis...............................................................................................................5Q. 3 Competitive Advantage............................................................................................................8Conclusion............................................................................................................................................9References..........................................................................................................................................10
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Illustration IndexIllustration 1: PESTLE analysis...........................................................................................................6Illustration 2: Porter five forces model.................................................................................................7Illustration 3: Ladies bages of prada....................................................................................................9Illustration 4: Perfumes of prada........................................................................................................10
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INTRODUCTIONInternational marketing can be defined as a process of buying and selling of product andservices among various countries. It is an opportunity in which organization increases its businessactivities in the global market (Papadopoulos and Heslop, 2014). Prada is an Italian fashion brandwhich provides fashionable products like stylish clothes, ladies bags and perfumes to its consumersin the world. The present report describes the advantages and disadvantages of globalisation forcorporations. Further, it explains the environmental factors which create impact on the firmregarding its further expansion. In addition to this, it defines competitive strategies of Prada to takerival advantages in the global fashion industry. Q.1 Advantages and disadvantages of globalisationAs per case study, Globalisation is a process in which organization expands its businessoperations to earn more profit in other countries of the world. It has some advantages as-well-asdisadvantages. According to Terpstra, Foley and Sarathy (2012), globalisation contributes effectiverole in assisting business entities to expand their business in many new areas. Further, it helps theenterprises to enhance profit and revenues in the global market (Terpstra, Foley and Sarathy, 2012).For example, Prada is increasing its business operations in many countries like USA, UK, France aswell as India which contribute effectively to enhance its market share internationally. As perCzinkota and Ronkainen (2012), it also generates many complexities for the managers andemployees regarding management of work of their retail operations at cross border levels (Czinkotaand Ronkainen, 2012). For example; global trades and tariffs enhances the expenses of Prada whichcreates problem to manage monetary funds for further expansion in new areas. In addition to this, According to Paliwoda and Thomas (2013), globalisation plays effectiverole for organization to increase the quality product and services in the global market. For example;Prada improves quality of leather products and bags by analysing the product quality of itscompetitors like Gucci and Louis Vuitton. This process helps to create effective impact on theinternational and national consumers (Paliwoda and Thomas, 2013). As per Turnbull and Paliwoda(2013), many local competitors copy designs and specifications of reputed organizations whichcreates issue for them. For example, many local rivals copy design of Prada products like leatherbags and other products which reduces its sales in the global and national market (Turnbull andPaliwoda, 2013). According to Johanson and Mattsson (2015), globalisation helps the corporation to makenew designs for products as per the customised requirement of domestic and internationalconsumers of the world. This process provides effective opportunities to earn profit in the globalmarket. For example, management of Prada conducts market research in many countries to finds out
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