International Marketing

International Marketing Assignment

The brand that I’m choosing is Lifestyle Fashion and the brand Melange – a fusion brand under them. I have selected – Turkey, Indonesia and Myanmar as my three countries. The reason being since it’s a global expansion, it will be safe to build up some confidence in the home continent turf and open up in countries which are, if not all, but a little similar to us. Muslims being a majority in two of the countries, it becomes easier to understand the market as the brand has catered to them in the home market. Also, the brand offers fusion wear, these countries offer a favourable lifestyle and platform to welcome brand’s offerings. I would suggest Lifestyle to first build a strong foothold in Asia and then with boosted confidence, experience and expertise take it forward to the world stage. Also, one of the most important considerations is western tourists plan a Asian trip covering couple of countries at a stretch. The placement of our stores in the mentioned countries makes it possible for potential western customers to be exposed to repeated visibility of the brand while touring around in Jakarta, Istanbul and India. This can also set a first access point with them before Lifestyle goes the continent.

Q1) How would you go about for the market research there?

The process of international marketing research shares many commonalities with its domestic counterpart, namely the familiar steps of problem definition, methodology design, fieldwork, and final report and recommendations. The major differences between the two involve disparities that spring from political, legal, economic, social, and cultural differences across countries, and the problem of comparability of research results

International marketing researchers will need to incorporate the latest technological developments in data collection and dissemination into the research design. These enable researchers to dramatically reduce the time required to collect data across...