Report on International Marketing Management - Prada

International Marketing
Management

Table of Contents
1. INTRODUCTION.......................................................................................................................2
2. Globalization: Advantages and Disadvantage.............................................................................2
Globalization:.........................................................................................................................2
3. Environmental Analysis...............................................................................................................3
PESTEL Analysis...................................................................................................................3
Porter's Model.........................................................................................................................5
4. Competitive Advantage...............................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
Appendix .......................................................................................................................................12
1. PESTLE analysis of PRADA:..........................................................................................12
2. Porter's five forces of PRADA:........................................................................................12
3. Ansoff Matrix:..................................................................................................................13

Illustration Index
Illustration 1: PESTLE analysis for Prada.......................................................................................4
Illustration 2: Porter's five forces for Prada.....................................................................................5
Illustration 3: Ansoff Matrix............................................................................................................7
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1. INTRODUCTION
Market can be defined as a place in which exchange of goods and services takes place.
On the other hand, International marketing takes place when exchange of goods is done among
international boundaries (Papadopoulos and Heslop, 2014). The present report is about PRADA
which is an Italian organization which provides luxury shoes, perfumes, clothing, leather
handbags, etc. This firm was founded by Mario Prada in the year 1913. This report is focused on
understanding the concept of globalization, its benefits as well as limitations etc. Further, it
covers to analyse external environment of Prada with the help of PESTLE analysis and Porters
five forces. Lastly, it also includes critical analysis of competitive advantage which can be
achieved by Prada.
2. Globalization: Advantages and Disadvantage
Globalization:
According to Czinkota and Ronkainen (2012), “Globalization can be defined as a process
in which organizations focus on moving their businesses form national and domestic markets to
the international markets” (Czinkota and Ronkainen, 2012). This is done to increase the
interconnectedness among different markets. This is helpful not only in developing international
trade but it also helps in exchanging culture of one country to another.
In this context, there are mainly four parameters followed which are very helpful in the
area of globalization. Four parameters are as follows:
 Aims at reducing the trade barriers through which free flow of goods is possible among
countries (Hollensen, 2015).
 It develops environment in which flow of money is possible between countries.
 Technology flows from country to country.
 Free supply of labour is possible among countries.
As per Paliwoda and Thomas (2013), “Globalization is very helpful for both the developing
as well as developed countries” (Paliwoda and Thomas, 2013). However, following are the
advantages of globalization:
 It is very helpful in the effective allocation of resources. Through globalization, firm
focuses on delivering their goods from one country to another.
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