International Marketing Report for POLITIX Clothing USA - Paper Example

POLITIX Clothing is a company based in Australia that deals in mens clothing. Some of its clothes targeted for middle class and high class men include suits, shoes, shirts, blazers, and jackets. The company seeks to enter the USA market as part of its international expansion.

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Marketing Objectives

1.1 Identify the Consumer Trends

To ensure the company remains viable in the USA, it is imperative to identify the main fashion trends for men in different states. This will enable the brand to invest more in types of clothes that are more popular among the residents of particular geographical areas. States may have different trends depending on the occupants. For instance, West Virginia with over ninety percent white population may have different fashion trends from those in Washington DC.

1.2 Find Distributors

Another goal is to find distributors for the companys products. Given the middle and high market target, distributors ought to own stalls in uptown areas of the different states. Such areas include Brooklyn and Manhattan in New York and San Francisco and San Jose in California. To ensure the brand becomes well known, the distributors will be selling these merchandise under the companys name

1.3 Advertise the Brand

The brand needs to gain recognition as a seller of high-end clothes to maintain high profits in the company. Therefore, the company will advertise their clothes in high-end magazines and other fashion forums to inform their potential clients of their products. There is also a need to give attractive offers to the potential clients to encourage them purchase the products.

1.4 Generate Profits

The strategies for entering this new market have to be in consideration that the company has to generate profits at this new geographical area. Therefore, the company will diversify its clothing products to cater for different seasons and fashion preferences.

Marketing Approach

2.1 Market Segmentation

In cognizant to the fact that different demographic groups of people are interested in different types of clothes, the company will divide the market into segments. The products will target men from twenty to forty years of age who are from middle and high income households. Also, stalls will be set up in upmarket areas while distributors will be scrutinized to ensure they maintain the brands value regarding their locations.

2.2 Public Relations

The company will engage in various public relations activities to promote the brand and as well contribute to the community development. Particularly, it is looking at local charitable events for the poor people in the US. Some of the activities being planned include distributing clothes to street children, clothing upcoming celebrities, and sponsoring fashion events. It will go a long way in boosting the image of the company.

2.3 Excellent Sales and Customer Service

The company will step up its services to customers in the US. There are plans for continued interactions between the employees and the clients before, during, and after acquiring the products. A hotline number will be provided for clients to ask for availability of their preferred products. Additionally, a department for after sales will be set up to take care of complaints and suggestions from customers after buying the clothes.

2.4 Advertisements and Promotion

The company plans to carry out a massive campaign of its products through the media and other platforms. POLITIX will engage professional brand promoters in accordance with the assertions of Hicks (2012) that a company entering a new market requires innovative strategies of advertisements that are cost effective to reach out to the people. Particularly, the adverts will be placed in high-end magazines for men in the US such as Mens Health, Playboy, and GQ Gentlemens Quarterly. Based on the huge number of local and international competitors in the country, POLITIX aims to market itself as a trendy, unique, and affordable brand for men.

Operational Structure

Given that this is a new market, the company will use an elastic marketing organizational structure. In this type of operation, the head marketing manager is given the powers to adjust policies according to the environment and reception of the product (Hicks, 2012). Entry into the market will start in California and New York. The two states will have an overall manager responsible for marketing. Each of the states will be having several sales persons responsible for promoting the product and creating awareness among the citizens. The central command center will be based in Brooklyn, New York. It is where products will be distributed from as per the demand from different areas within the two states.

4.0 Management and Evaluation of Marketing Performance

For effective returns from California and New York, the performance of the market will be evaluated from time to time and adjusted accordingly. Evaluation of how the market is performing will be based on indicators suggested by Hicks (2012). They include Key Performance Indicators (KPI), Return on Marketing Investment (ROMI) and Return on Investment (ROI). Such measures will be achieved by frequently carrying out survey among the consumers to get their point of view regarding the brand. The sales persons located in each of the states will be required to submit weekly reports to assess their coverage and challenges in marketing the products. Above all, the stalls will be presenting their financial performance and sales realized every month to the regions marketing manager. These measures will help to assess the success of investments in the US regarding POLITIX clothes.

Reference

Hicks, M. (2012). Industry performance gradient indexes and market entrance: an empirical tool for market researchers. International Journal of Business Performance Management, 7(4), 381. http://dx.doi.org/10.1504/ijbpm.2012.007365