emeraldinsight.com/1361-2026.htm CASE STUDY Internationalisation of the Spanish fashion brand Zara Carmen Lopez and Ying Fan Brunel Business School‚ Uxbridge‚ UK Abstract Purpose – Research on the internationalisation of retailing has been mainly focused on market entry issues. This paper attempts to examine the internationalisation process from an international marketing perspective using Spanish fashion retailer Zara as a case study. Design/methodology/approach – An in-depth case approach
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INTERNATIONALISATION OF SPANISH FASHION BRAND ZARA Carmen Lopez Ying Fan Brunel Business School Brunel University Uxbridge UB8 3PH England +44-1895-267239 Key Words Internationalisation‚ fashion retailing‚ market entry‚ branding‚ international marketing‚ Zara 1 INTERNATIONALISATION OF SPANISH FASHION BRAND ZARA ABSTRACT Purpose Research on the internationalisation of retailing has been mainly focused on market entry issues. This paper attempts to examine the internationalisation process
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Brand Positioning the Victoria &Alfred Waterfront Company The Victoria & Alfred (V&A) Waterfront has become one of the top tourist destinations in South Africa. Attracting approximately 20 million visitors annually‚ it is located around Cape Town’s original harbour‚ the Victoria and Alfred basins. The V&A Waterfront is a working harbour which provides for leisure‚ residential‚ commercial and retail purposes. In addition‚ the V&A Waterfront Company is involved in the development of other local
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global brands and the key issues companies need to focus on in order to improve. However‚ few have concentrated on the unique requirements for fashion brands. In addition‚ while research on Asian garment industries have emphasized the need to shift from original equipment manufacturing to original brand manufacturing‚ few have elaborated further on how countries can improve their abilities to produce global fashion brands. By exploring the reasons for the lack of global Asian fashion brands‚ analyzing
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stationery brand. It is a synonym of exclusivity‚ discreet good taste‚ elegance‚ and British heritage. It was founded in 1887 in London and ever since‚ the brand has received clients such as the Queen Victoria‚ the Royal Family‚ Grace Kelly‚ and Madonna. Besides that‚ Smythson is positioned as the “British Hermès” according to its current CEO Andy Janowski; whom along with the new Design Director Rory O’ Honlon wants to consolidate the brand as an “iconic British luxury leather goods brand”. They want
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EXECUTIVE SUMMARY This case addresses the issue of which positioning strategy Mahindra and Mahindra should adopt in order to ensure that all its strategic objectives are met and it garners enough market share to assume the position of market leader once again. This decision is to be taken at a time where the Indian Automobile industry is in a state of change. M & M’s portfolio mainly consists of utility vehicles that are meant for the rural and semi-urban consumer. But these markets are seen to
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________________________________________ BRAND SEGMENTATION AND POSITIONING Espresso Coffee Machines ________________________________________ EXECUTIVE SUMMARY This report was commissioned to examine how customers make purchase decisions for espresso coffee machines‚ the factors affecting consumer behaviour‚ and to identify where the leading brands sit in the opinions of a small sample of the population. The research draws attention to the fact that at the end of financial year 2007
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Positioning with Perceptual Mapping Software Today’s Agenda 1. Positioning & Perception Review 2. Perceptual Map i. ii. Interpretation Techniques and Software i. Attribute-based ii. Similarity-based Positioning อ. ภัทรพร สกุลคู 3. Conjoint Analysis Software for Preference Analysis 4. Software Demonstration 1 2 Marketing Review 3 C’s Positions in the mind ตัวอยาง Company Customer วิจัยตลาด Competitor หางสรรพสินคาหรู เบียรไทย ดืมแลวรูสึก ่ ภาคภูมิใจ The
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Developing Brand Positioning Strategy for Canadian Club Whiskey [pic] Developing branding strategy for Canadian Club A. Assess and fully critique the success of Canadian Club’s repositioning strategies used in the case. Use brand theories and concepts to evaluate the company’s branding strategies listed in the case. According to Keller(1993) the
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You can see the influence of the traditional and Mediterranean culture on the inhabitants of central and southern Iraq. In southern Italy‚ most people are more brown and darker hair. In the north‚ however‚ they tend to be taller‚ blonder hair and lighter eyes. If from north to south‚ the Italians have one thing in common-a love of life-they are also sociable and have a passion for what they do. They talk a lot and pretty gesture. The Italians are not afraid of showing emotions‚ give hugs‚ kisses
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