Kone Plc Essay

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International Marketing | | | | Table of Contents 1. Background of Harvey Nichols Store 2 2. Introduction 3 3. International marketing strategy 3 4. Harvey Nichols Qatari business group, partnership Saleh Al Hamad Al Mana 4 5. situation analysis 5 External (Macro & Micro & competitor analysis) 7 5.1. 6.1 PESTLE analysis (Macro environment) 7 5.2. Michael Porter’s five forces model (micro analysis) 7 6. Market attractiveness 7 7. Internal 7 7.1. Value Chain 7 8.2 Marketing 4ps’, Brand Audit 7 8.3 Resource Based view analysis 7 8.3.1 BCG Matrix 7 9 SWOT Analysis 7 9.1 TOWS Matrix 7 10 12c’s Framework 7 11 Strategic Options 7 12.1 Growth strategies 7 12.2 Competitive strategies 7 12.3 Porters competitive strategies 7 12.4 Bowman's strategic clock 7 12.5 Segmentation, Targeting, Positioning 7 12.5.1 : Demographic, psychographic, geographic, behaviour 7 13. Strategic Choice and Justification 7 14. Market selection & entry 7 15. The Marketing mix – 7ps 7 15.1 People of Harvey’s Nicholas store 8 15.2 Price 9 15.3 Promotion 9 15.4 product 9 15.5 physical environment 9 15. 7 process 9 15.8 place 9 16. summary 9 17. References and Bibliography 9 18. Appendix 9 Bibliography 9 Background of Harvey Nichols Store Since Harvey Nichols first introduced in 1831in Knightsbridge it has become very successful and it has expanded its business to a very popular and most desirable and magnificent designer brands in the UK. Since the business has become very successful in the market it has been recognised as the UK's premier luxury fashion retailer Harvey Nichols is an expert doing his job and he has internationally pursued a very a good career in this field, due to this experiences he has is internationally renowned for its expertly edited fashion with an

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