International Marketing

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International Marketing ASSIGNMENT DRAFT For this assignment, I have selected apparel sector of PRIMARK, which is one of the affordable retail outlets, to enter into the mark of India. My report... will focus on how the apparel sector of Primark should enter into India as it is not currently active in and will propose appropriate strategies to their products or marketing to compliment the Indian culture. PRIMARK is known as the affordable retail outlet of the world which began its operation in 1969 from Dublin, Ireland. The company is a subsidiary of the British food processing and retail firm, known as ABF. The founder, Arthur Ryan, played an important part in achieving profitability by reproducing the cat walk fashion in affordable rates. Primark has a huge category of products which include women and men apparel, kid’s clothing, homeware, accessories, shoes, cosmetics and confectionary products. The core competency of the company is that they sell apparel at rates in cheaper rates. Currently, Primark owns more than 390 stores in 12 countries. The recent achievement led the company as one of the leading apparel company of UK (Sabanoglu, 2019). Currently, Primark does not have any retail outlet in Asia, hence, expanding into Asian market and that too in India, which is one of the biggest potential market, will help in boosting their international position. India is suitable for the apparel sector of Primark as it is developing country and possess potential. Moreover, Primark has major knowledge in (Globalsourcingmap, 2019). In order to assess the market of India, it is important to understand the culture of India. This will be done with the help of Hofstede model. Hofstede's Cultural Dimensions Model, which is proposed by Geert Hofstede, is a model employed to find out the variations in the culture across different countries. This will help in understanding the Indian consumer culture and attitude toward apparel sector of Primark. The entry strategy that can be used by Primark is as a joint venture or wholly owned subsidiary. The benefit to use joint venture strategy is that Primark does not have any experience in Asian market so joint venture strategy will help them to integrate with domestic business and learn more about the existing fashion trends and strategies to sell in India. This will make it simple for Primark to expand its apparel sector in Indian market. [Show More]

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