Strategic Analysis of Revel Trends' International Market Entry

This report analyzes Revel Trends' strategy for launching ethnic wear in the international market, focusing on the Indian market. It begins with an overview of the product, ethnic wear, and the brand, including the importance of stakeholder involvement and the use of social media for market research and brand identity. The report then delves into market analysis, including a PESTLE analysis for India, the rationale for choosing India, and an examination of the competition. The target customers are identified as women and men, with a focus on the middle-income group, and the report discusses the company's positioning and segmentation strategies. The report concludes that launching a product internationally requires careful planning, stakeholder involvement, and in-depth market research. References to academic journals and books are also included.

Company Product to
international Market

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
PART 1............................................................................................................................................3
Analysis of product and brand ...................................................................................................3
Analysis of market .....................................................................................................................4
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Launching of the product in international market is considered to be as complex as well
as riskier tasks. Companies before launching product at global level is required to conduct
market research, as this will help them in developing the understanding about market and culture.
In present scenario, it has become very much important for organization to develop the
understanding about the consumer behavior across culture and make adjustment in brand
accordingly, as this will help them in successful launching of product at international level.
The assignment will have focus on identifying the difference in consumer behavior in
India . It will also emphasize on analyzing the preferences of consumer which varies across
culture. Study will concentrate on the strategies adopted by Revel trends co. for responding to
the same.
PART 1
Analysis of product and brand
Product type and brand : Revbel trend. is planning to launch ethnic wear that is cloth in
international market. Ethnic wear covers all the Indian traditional category of clothing which are
wear by Indian women and men as the sign of their culture. It includes Saree, Salwar Kameez,
Lehenga, Kurti, festive kurti for women and Kurt as for men. Ethnic wear clothes are generally a
traditional (clothes). Revel trends co. in designing clothes which can be helpful in context of
launching ethnic wear in international market.
Level of involvement : High level of stakeholder involvement is very much important in order
to successfully launch product in international market. A communication strategy is adopted by
management in Revel trend Revel trends co. ensuring the engagement of stakeholders like
customers, etc. Marketing manager before launching the products in the market has conducted
the survey with the purpose of analyzing the needs as well as demands of customers. In addition
to this, market survey has assisted an enterprise in analyzing he expectations of the customers
related to the products or services offered by business entity. Social media has been used by an
enterprise in order to seek suggestions from customers and enables them to engage in business.
Before the launch of the new product in the market, manager in revel trend has clearly defined
the role as well as responsibilities to all employees so that they can make their significant
contribution in successful launch of new product in the market. In addition to this, employees in

Revel trend has been provided with proper training so that they develop the skills which are
required for positively influencing people to make purchase of specific product.
(Liu and Atuahene-Gima, 2018). Market research has been conducted by marketing manager in
an organization which has assisted them in identifying the expectation of consumer related to the
products or services offered by firm. An organization has developed the website for taking the
suggestion from customer related to launch of product.
Brand and brand identity:, firm has to develop strong brand image using which it can easily
launch new product in international market. It has been analyzed that Revel trend is planning to
use online marketing technique for generating brand identity in international market. In addition
to this, an organization has executed the marketing campaign which has helped them in
generating the brand awareness which is very much crucial for successful launch of product in
the market. Business entity is planning to sponsor some social welfare events which is
considered to be as the marketing strategy adopted by an organization for getting recognition in
international market. It has provided firm an ease in launching product in international market.
An organization at initial stage of launch is planning to keep low price for ethnic wear which as
helped business entity in attracting customers (Sternquist and Goldsmith, 2018). This plan of
action has helped an enterprise in gaining competitive advantage in international market.
Analysis of market
Country : Revel trend is planning to launch ethnic wear in India .
Pestle analysis is considered to be as one of the technique which can be applied in order to
analysis the factors ion external analysis which can effect product launch in specific market. For
instance, The changes in social factors such as trends, needs of customers can have significant
effect on the management decision related to launch of new product in the market. In addition to
this, changes in the legislation can also have significant impact on the product launch event by
organization. Economic factor includes inflation might influence company decision related to
product launch in India as well as UK.
Rationale for choosing the country : Revel trend has chosen India as country to launch ethic
wear, as there is high scope of earning revenue and profit. In addition to this, there is high
demands of ethnic wear in India which will assist an organization in increasing sales and
profitability. It has been expected that India's fashion retail industry is poised to cross €85 billion

by the end of 2022. The other fact which has been analyzed is that it has been estimated that
there will be approx. 16.6 percent of growth in clothing market of India in coming next year
(Grappi, Romani and Bagozzi, 2018). Womens wear is considered to be as rapidly growing sub
sector with the growth of 5.8 percent. Clothing market in India is among the third fastest growing
sector which has encouraged Revel trend to launch product in India. Reason for choosing India
for launching ethnic wear is that market for this product is growing at rapid rate. It has been
analyzed that Revel trend has planned to launch ethnic wear considering the attributes of market
for ethnic wear such as religious and cultural diversity with a wide range of festivals and
celebratory occasions which has drive the trend of ethnic wear (Magnani, Zucchella and Floriani,
2018). In addition to this, more number of woman prefer to wear ethnic clothes in India as
compared to other nation. Considering the increase in demand for ethnic wear in India, an
organization has planned to launch such product. . Other reason for which specific product type
has been selected for launch is that the lots many festivals are celebrated in India and both men
as well as women prefer to wear ethnic or traditional clothes during different occasions.
Competition : The giants company which can give stiff competition to Revel trend in India are
Zara, Next PLC in UK, Prim ark, wrangler, Levis, etc. All these firms are also selling ethnic
clothes. Discounting pricing strategy used by these organizations can have adverse effect on the
demand for products offered by revel trend.
Manager in Revel trend can utilized porters five force analysis technique for analyzing
the situation of clothing market in both India and UK.
Target customers: Marketing manager in Revel trend is planning to target women, girls and
also men.. The reason is that In India, most of the women as well as girls and men prefer to wear
ethnic dresses. In
India. An organization In UK will target both men and women. In context of India, marketing
manager in Revel trend is planning to target consumer belonging to medium income level group.
Such target has been selected, as it would be easier for company to attract these type of people.
Business entity can easily target middle income group of people by offering them discounts.
Market research has been conducted by the marketing manager in an organization which has
assisted them in identifying the best target customer group. Discounts as well as offers will be
offer by the revel trend for reaching to the target customer group. In addition to this,

marketing campaign will also be executed by marketing manager in organization in order
to meet target customer group. The reason because of which such strategy has been
selected is that it will help an enterprise in developing the strong relationship with
customers.
Marketing manager in Revel trend has planned to organize market campaign in order to
reach target audience. In addition to this, firm will also use social media sites for reaching to
target consumer group. Marketing manager in Revel trend will execute market research for
identifying the target customers those who will buy the goods or services offered by company.
Positioning : An organization differentiate itself from their competitors through their brand
name. Revel trend is planning to adopt the cost leadership strategy for positioning their products
in international market (Luo and Bu, 2018). Company is planning to enter into international
market by keeping the price of product low. Revel trend is planning to position their goods in
niche market. Revel trend has plan to position its goods or services in niche market as it will
enable them to earn high revenue as well as profit.
Segmentation strategy : Demographic marketing strategy will be adopted by Revel trend for
segmenting the wide market into small segments. This segmentation strategy will assist an
enterprise in fluffing the demands of consumer and will help firm in meeting their expectations.
Demographic segmentation is the strategy which has been adopted by marketing manager in
Revel trend in order to target the specific customers group. It is the target marketing strategy
which has assisted an organization in fulfilling the needs and help business entity in meeting the
expectations of customers.
CONCLUSION
It has been concluded from the report that launching of product is not an easy task and
this process required proper planning. Other fact which has been found during the study is that
selection of an appropriate strategy is very much important in order to achieve desired marketing
objectives. It has been concluded that involvement of both internal and external stakeholders is
very much important in context of launching product at international market.
An organization has been recommended to conduct in depth market research before
launching goods or services in international market.

REFERENCES
Books and Journals:
Schellenberg, M., Harker, M.J. and Jafari, A., 2018. International market entry mode–a
systematic literature review. Journal of Strategic Marketing, 26(7), pp.601-627.
Magnani, G., Zucchella, A. and Floriani, D.E., 2018. The logic behind foreign market selection:
Objective distance dimensions vs. strategic objectives and psychic distance. International
Business Review, 27(1), pp.1-20.
Grappi, S., Romani, S. and Bagozzi, R.P., 2018. Reshoring from a demand-side perspective:
Consumer reshoring sentiment and its market effects. Journal of World Business, 53(2),
pp.194-208.
Sternquist, B. and Goldsmith, E.B., 2018. International retailing. Bloomsbury Publishing USA.
Liu, W. and Atuahene-Gima, K., 2018. Enhancing product innovation performance in a
dysfunctional competitive environment: The roles of competitive strategies and market-
based assets. Industrial Marketing Management, 73, pp.7-20.
Luo, Y. and Bu, J., 2018. Contextualizing international strategy by emerging market firms: A
composition-based approach. Journal of World Business, 53(3), pp.337-355.