Assignment 2

The main purpose of this assignment is to fulfil the requirements for the subject of International Business in our subject course. Thus, we were assigned to prepare an international marketing plan for a “Malaysian made product or services” that has the potential to expand into global market

In relation to the above, the company that we have chosen is Jimmy Choo Company. Jimmy Choo can be seen on style icons from celebrities to royalty, musicians to heads of state. We came out with the new idea to create a product specialized for older adult’s age 40 years old until 65 years old. This is because of among all the products Jimmy Choo, women’s shoes remain the core of the product offer, alongside handbags, small leather goods, scarves, sunglasses, eyewear, belts, fragrance and men’s shoes that focused on age 18 until 39 years old.

There is so much more to shoe design than just style. Later, we will see the type of entry mode to market this new products to the international and how do the international market or culture, management styles and business system affect the company performance.

When asked about what to look out for in men’s and women’s shoes, Jimmy Choo says it all about shape and precision. How well and precisely was the pattern cut to fit and mould around the feet, regardless of size. The shape of the toe, heel, mix of colours, material used all contribute to making shoes look elegant, comfortable and stylish. Jimmy Choo have to adjust or alter their product or services to fit with the host country market needs. We also have chosen Italian company to market our products via joint venture with Gucci. Gucci is an Italian fashion and leather goods brands, part of Gucci Group owned by a French.

According to Datuk Choo, “You have to love what you are doing and I am very passionate about my craft. I want to make shoes I can be proud of and to create shoes that look like art.” Datuk Choo’s father, himself a shoemaker, designed and hand-made shoes...