Академический Документы
Профессиональный Документы
Культура Документы
International Marketing
Management
INTRODUCTION ...........................................................................................................................1
1. Globalization: Advantage and Disadvantage ..................................................................... 1
2. Environmental Analysis ..................................................................................................... 3
3. Competitive advantage in fashion industry's international competition ............................ 4
CONCLUSION ................................................................................................................................5
REFERENCES ................................................................................................................................7
2. Environmental Analysis
Environmental analysis is a strategic tool which helps in identifying all the external and
internal elements that affects organizational performance. Businesses are generally influenced by
Toll Free No: +1 213-929-5632
E-mail: help@instantessaywriting.com
Get best Essay Writing Service by the subject oriented experts of Instant Essay Writing, we
provide best writing services to students at affordable price.
environment of the location (Papadopoulos and Heslop, 2014). There are many strategic tools
that an organization can use for analyzing the environment for expanding business
internationally. For expanding business internationally, PRADA have to analyze following
environmental factors of the business by PESTEL analysis.
Political factors: The political factors affects country's current political situation. As per
this, PRADA have to analyze political conditions that affect the country and business.
These political factors are government policies, taxes laws and tariff, stability of
government and entry mode regulation of the country etc.
Economic factors: Economic factors are crucial part of the economy of any country.
While expanding business internationally, PRADA should analyze all economic factors
of the country such as, the inflation rate, interest rate, disposable income of buyers, credit
accessibility, unemployment rate, foreign exchange rate and other monetary policies
(Olson, Slater and Hult, 2005).
Social factors: Further, The social factors of the country impact the sales of products and
services. Thereby, PRADA have to consider all social factors of the country in which the
firm is interested to expand its business. These social factors are cultural implications,
social lifestyle, domestic structure, educational levels, distribution of wealth etc.
Technological factors: While expanding business, another factor which needs to be
analyzed is technological development of the country because these factors will help
PRADA updated and also it will help in knowing various customers trends (Krasnikov
and Jayachandran, 2008).
Legal factors: Moreover, PRADA should analyze all the legislative changes of the
country in which it is going to expand its business. The regulatory body develops rules
and regulation for the business which affects the economy. Thereby, it is important for
Furthermore, another thing which provides competitive advantage to PRADA is good brand
image on customers mind. Being an international brand, the firm is more successful in attracting
more customers than competitors. The promotional activities cost of the products, latest, trendy
and quality products make huge impact on customers which also helps them to retain with the
CONCLUSION
International marketing is the process of using marketing principles in more than one
country or across the nation. International marketing is based on expansion of firm's local
marketing strategy by paying special attention to target market internally and locally. Rapid
technological changes mean that geographical and cultural communication obstacles are
disappearing. Even small businesses without strong physical presence in other countries can
make efforts to sell their products internationally. However, it means that the organizations want
to expand their business by entering in the international markets. International marketing mainly
depends on the popularity of brand and potential customer segment. This report has given three
insights of international marketing which can help PRADA's managers to analyze advantages
and disadvantages of expanding business globally.
This report has helped in understanding the advantages and disadvantages of
globalization and expansion of business internationally. Expansion of business internationally
would help the organization to increase the sales and profitability as it provides the opportunity
to enter in untouched market without any competition. The firm can offer their product range in
few parts of the world where PRADA's products are in demand. This would provide opportunity
to expand the business. Further, some more benefits of globalizing business are that it provides
favorable business situations and great exposure to the company. Expanding business
internationally creates good exposure for the company and creates positive brand image
internally. There are few more benefits of expanding the business globally that it rejuvenate the
business and improvise the quality of product. However, there are some disadvantages of
Toll Free No: +1 213-929-5632
E-mail: help@instantessaywriting.com
Get best Essay Writing Service by the subject oriented experts of Instant Essay Writing, we
provide best writing services to students at affordable price.
international expansion of business. It can create situations of financial risks and loss of culture
for the organization. Due to globalization, the firms start adopting cultures of the countries in
which they are expanding business which creates cultural conflicts.
Moreover, this report also helped in understanding the factors of environmental analysis
while establishing a business in the international markets. Environmental analysis is strategic
tool to identify internal and external factors which affects organizations performance. According
to this, the managers of PRADA should analyze all the political, economic, social, technological,
legal and environmental factors of the country in which they are going to expand their business.
However, to be successful in operating business internationally it is also important to consider
competitive advantages of business such as, cost, product quality and technological advantages.
These are all the important elements which will help PRADA managers to analyze benefits of
expanding business internationally.
Bowman, D. and Narayandas, D., 2004. Linking customer management effort to customer
profitability in business markets. Journal of Marketing Research. 41(4). pp. 433-447.
Cateora, P. R., 2008. International Marketing 13E (Sie). Tata McGraw-Hill Education.
Craig, C. S. and Douglas, S. P., 2005. International marketing research. Chichester: John Wiley
& Sons.
Hkansson, H. and Persson, G., 2004. Supply chain management: the logic of supply chains and
networks. The international journal of logistics management. 15(1). pp. 11-26.
Henseler, J., Ringle, C. M. and Sinkovics, R. R., 2009. The use of partial least squares path
modeling in international marketing. Advances in International Marketing (AIM). 20. pp.
277-320.
Hultman, M., Katsikeas, C. S. and Robson, M. J., 2011. Export promotion strategy and
performance: the role of international experience. Journal of International Marketing.
19(4). pp. 17-39.
Johnson, M. D. and Selnes, F., 2004. Customer portfolio management: toward a dynamic theory
of exchange relationships. Journal of Marketing. 68(2). pp. 1-17.
Jttner, U., Christopher, M. and Baker, S., 2007. Demand chain management-integrating
marketing and supply chain management. Industrial marketing management. 36(3). pp.
377-392.
Katsikeas, C. S., Samiee, S. and Theodosiou, M., 2006. Strategy fit and performance
consequences of international marketing standardization. Strategic management journal.
27(9). pp. 867-890.
Krasnikov, A. and Jayachandran, S., 2008. The relative impact of marketing, research-and-
development, and operations capabilities on firm performance. Journal of Marketing.
72(4). pp. 1-11.
Toll Free No: +1 213-929-5632
E-mail: help@instantessaywriting.com
Get best Essay Writing Service by the subject oriented experts of Instant Essay Writing, we
provide best writing services to students at affordable price.
Luo, X. and Bhattacharya, C. B., 2006. Corporate social responsibility, customer satisfaction,
and market value. Journal of marketing. 70(4). pp. 1-18.
Olson, E. M., Slater, S. F. and Hult, G. T. M., 2005. The performance implications of fit among
business strategy, marketing organization structure, and strategic behavior. Journal of
marketing. 69(3). pp. 49-65.
Papadopoulos, N. and Heslop, L. A., 2014. Product-country images: Impact and role in
international marketing. Routledge.