Victoria Secret Case Study
Product Strategy for Victoria’s Secret:
A Case Study on the practices of International Business Entry
Abstract
Consumers all around the world have been waiting for Victoria 's Secret to open its stores in their country. Until the early 2000’s, Victoria 's Secret actively decided not to expand outside the United States. Victoria 's Secret is one of the most prestigious lingerie brands in the world. In fact, the website and catalog side of Victoria 's Secret noticed very strong sales growth rates from its international customers over the years, while its US customer base and sales remain stable. This proved potential for large sales abroad. As a result, Victoria 's Secret announced the company 's plan to expand internationally in 2010. Since Victoria’s Secret has brand appeal all over the world, it is important for the company to have a strong international product strategy. They were forced with a decision: modify their products toward the country in which they are being sold or sell standardized products the same in all markets. As a result, Victoria’s Secret chose to utilize the standardization strategy and has been very successful with it. Consumers all over the world seem to buy their products because of the company’s brilliant marketing and branding techniques. These factors allow Victoria’s Secret to continue to do international business without modifying their products.
Product Strategy for Victoria’s Secret
For years women from around the world have been waiting for Victoria 's Secret to open its stores in their country. Slowly, but steadily, the dream comes true. Until early 2000, management at Victoria 's Secret actively decided to not expand outside the United States. Then the corporation discussed the idea of overseas potential. Victoria 's Secret is one of the most prestigious lingerie brands in the world. They not only sell lingerie, but also swimwear, boots, coats, sweaters, pajamas,
A Case Study on the practices of International Business Entry
Abstract
Consumers all around the world have been waiting for Victoria 's Secret to open its stores in their country. Until the early 2000’s, Victoria 's Secret actively decided not to expand outside the United States. Victoria 's Secret is one of the most prestigious lingerie brands in the world. In fact, the website and catalog side of Victoria 's Secret noticed very strong sales growth rates from its international customers over the years, while its US customer base and sales remain stable. This proved potential for large sales abroad. As a result, Victoria 's Secret announced the company 's plan to expand internationally in 2010. Since Victoria’s Secret has brand appeal all over the world, it is important for the company to have a strong international product strategy. They were forced with a decision: modify their products toward the country in which they are being sold or sell standardized products the same in all markets. As a result, Victoria’s Secret chose to utilize the standardization strategy and has been very successful with it. Consumers all over the world seem to buy their products because of the company’s brilliant marketing and branding techniques. These factors allow Victoria’s Secret to continue to do international business without modifying their products.
Product Strategy for Victoria’s Secret
For years women from around the world have been waiting for Victoria 's Secret to open its stores in their country. Slowly, but steadily, the dream comes true. Until early 2000, management at Victoria 's Secret actively decided to not expand outside the United States. Then the corporation discussed the idea of overseas potential. Victoria 's Secret is one of the most prestigious lingerie brands in the world. They not only sell lingerie, but also swimwear, boots, coats, sweaters, pajamas,
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