PM305 International Marketing Q

International Marketing Assignment - Where Harvey Nichols should open their 9th store. Assignment to include Macro and Micro Analysis and SWOT. Identification of specific challenges to the company Constructive analysis and application of international marketing strategiesScenario

Harvey Nichols recently announced it will be opening a new store in partnership with Qatari business group, Saleh Al Hamad Al Mana, in the Doha Festival City shopping area. This will be Harvey Nichols' eighth international store. (Mintel 9.12.14)

As a marketing consultant for Harvey Nichols, you have been asked to write a report on the proposed international marketing development for the company and recommend the market for their ninth international store.

Based on your critical analysis of the company and its marketing environment, assess the strategic options available for Harvey Nichols to further develop its international presence. Recommend with justification Harvey Nichols' strategy for international growth, identifying and recommending the market for its 9th international store. Also discuss appropriate market entry modes and the marketing mix for the proposed market. International Marketing Strategy Report

This should include:

· summary situation analysis reviewing key aspects of the marketing environment audit · critically discuss Harvey Nichols strategic options for international growth and make strategic recommendations for its future international growth · evaluate market potential and recommend its next international market and proposed entry strategy for its 9th store · outline the recommended marketing mix for the proposed market, ensuring its relevance to the target audience.

Notes on report: · Please note analysis of case study research data and any additional data should be included in appendices in the form of a marketing audit. Please ensure you cross reference the marketing audit within the main body of the plan to ensure you receive relevant marks e.g. summary situation analysis to summarise key findings from detailed marketing audit in the appendices.

· You should use the information provided in the case study material but you can include additional research data · The focus of your additional research should be in relation to the academic nature of international marketing strategy development, as opposed to a lots more additional market data · Please present in business report format

Case information: Harvey Nichols

Harvey Nichols to open in Qatar Source: Mintel 09-12-2014

The premium department store will open an 80,000 sq ft store in Doha in 2017.

The Harvey Nichols store will be opened in partnership with Qatari business group, Saleh Al Hamad Al Mana, in the Doha Festival City shopping area. This will be Harvey Nichols' eighth international store.

Stacey Cartwright, group chief executive of Harvey Nichols, said: 'Doha is an exciting market for Harvey Nichols due to the significant growth we are seeing in the country. Research tells us that our brand translates well in Qatar as well as with the Qatari customers when they shop in our home market.' Since Harvey Nichols first opened in Knightsbridge in 1831, it has led the way in sourcing the most desirable and cutting-edge designer brands. Recognised as the UK's premier luxury fashion retailer, Harvey Nichols is internationally renowned for its expertly edited fashion and beauty merchandise, premium food and wine offer and award-winning restaurants.

Harvey Nichols has seven stores within the UK and Ireland, consisting of four large-format stores in London, Edinburgh, Leeds and Manchester, and three small-format stores in Birmingham, Bristol and Dublin. The new beauty concept store, Beauty Bazaar, Harvey Nichols, opened in Liverpool in November 2012.

All UK stores have luxury Foodmarkets and Restaurants, Cafés or Brasseries. Harvey Nichols also owns and operates OXO Tower Restaurant, Bar and Brasserie on the South Bank in London.

In addition to this, there are seven large-format stores overseas: two in Turkey (Istanbul and Ankara), one in Riyadh, one in Dubai, two in Hong Kong and one in Kuwait. Harvey Nichols Baku, Azerbaijan, will open in summer 2014. Its eighth international store will open in Doha, Qatar in 2017.

Harvey Nichols stores offer the ultimate fashion experience. Seen as 'the place to be', Harvey Nichols is the club that doesn't require a membership. Exclusive, niche and established labels sit alongside accessible everyday collections, offering customers the must-have edit for all their wardrobe needs – from everyday to extraordinary.

Additional case information: markets

As reported in Global Retail Report, Colliers, 2014 which looks at at 125 key shopping districts in 50 countries, offering insights into current performance and trends for the near future. A major theme running through this year's report is that luxury retail continues to show strong growth and is serving as the impetus for growth across several sectors.

KEY THEMES: · Luxury retailers are in the sweet spot. Luxury retailers are benefitting from income gains among the top earners and are thriving throughout many of the top global markets, including Paris, London, New York and prime cities in Asia. The growth in this sector is a key factor in driving expansion across the board.

· New supply of retail property is robust in developing markets. The global expansion of the workforce and the middle class is spurring a need for new supply, which is concentrated in developing countries in Europe, the Middle East and Asia that have economic growth, political stability, a growing middle class and business-friendly regulatory environments. · Optimism is tempered by threats to global economic growth and the specter of e-commerce. E-commerce is affecting both traditional and luxury retailers across the globe, exerting pressure on merchants to become more creative with concepts regarding their use of space. One popular strategy is to transform stores into product showrooms in an attempt to entice greater foot traffic and additional online sales.

· Strong performance of high-street markets and growing development in emerging markets. The generally positive outlook is underpinned by the economic recovery in the U.S. and strong job growth in many parts of the globe. Luxury retailers in particular are thriving, even in regions such as Europe and Asia with weak growth in GDP and consumer spending. International brands are on the prowl for new markets in which to expand

· To combat competition from the internet, retailers are adopting new strategies to lure shoppers, such as using space as a showroom to create an "experiential shopping" environment.