MAR 8083

International Marketing

Submitted by Jian Xu & Pascal Tan

 Introduction

A French jewelry company, Mouboussin, is

aiming to established brand new business for
its international marketing strategy.
 Business
Objectives
A French jewelry company
is plan to expand their
appearance foot print in the
world under business
transformation of global
village.
Establish global
manufacturing facilities
oversea
Coordinating the marketing
strategy across the global
network
Interconnect the supply
chain network linkages to
improve the yield of
economy of scale
 Business
Environment
Qatar offers an
opportunity to gulf
countries to make a
supply linkages despite of
Qatar blockage crisis
recently.
Luxury market is a
lucrative business with
estimated EUR 170 billion
of world market worth.
Jewelry forecast growth
rate at 7% since year
2008.
European market retain
leading luxury market
Global Sale of Luxury Goods
 Data
From table below, there is
estimated decrease of -4.5% in
Japan

estimated decrease of -4.5% in Japan

 Business
Environment
Micro Environment
Organization restructure to
global village from internal
management changes is
necessary
Organization behavior might
be transform to be more
diverse and coordinating
cross borders marketing
environment.
Macro Environment
Demographic and culture
will affecting the consumer
purchasing decision
Legal and government
policies would affecting
luxury import tariff tax and
impact to trade barriers.
 PESTLE
Politic
Politic ideology may
influence the
people dress
behaviors such as
socialism regime
own resources and
equal distribution.
Taxation policies
may influence duty
import tax incurred
to product cost. It
may be due to
protectism policies.
 PESTLE
Economy
Includes economic growth,
exchange rates, interest rates,
and inflation rates. Eample,
interest rate may influence to
cost of capital.
Social
Social factors involves
wellbeing, population growth,
birth rate. Example ageing
population imply to less
productive in term of market
side.
Technology
Accessible to technology
facilities, such as automation,
efficiency of operation.
 SWOT Analysis

Opportunity Threats

Purchasing power increase. Currency depreciation.

Product cost decrease due to Economy slow down.
globalization. Premium brand joined to the market
Quality & service are guaranteed. competition.

Strengths Weakness

Unique design. Store closure impact to loss of sale

Rewards to customers. Brand notoriety close of 0%
Organizational structure stability. Limited financial support for sustainability
growth
MARKETING MIX
Segmentation
Niche market
segmentation
Look for cut-off point of
demand and supply
Target
B2C target group is ideal
for luxury goods
Middle income and above
Elder ages with privilege
status concious
Position
High end luxury goods
Uniqueness design
 Market Entry

Strategies
Licensing
Recommended Mouboussin
to choose licensing market
entry strategies in order to
minimize the risk of capital
loss. (Poulton & Lyne, 2009).

Arms length strategy

Used for one off transaction
deal if there is adhoc
demand to reduce
opportunistic trading partnet
and able secure the company
profit.
 Importance of
International
Marketing
Increase market share
Economy of scale
Diversify the firms
risk and opportunities
Investment
opportunities
Create brand equity
and identify
Business Expansion
opportunities
Create jobs
Conclusion

The firm has to evaluate

all the importance factors
and accumulate the
information regarding to
the market entry
environment wisely.
The firm has to choose the
best suitable strategy
options for the firm to
reduce the transaction
cost and avoid
unnecessary loss of capital
from shareholders and
stakeholders of the firm.
Thank you