Business – 8.2 Marketing strategy – International marketing | e-Consult
8.2 Marketing strategy – International marketing (1 questions)
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Model Answer:
Strategic considerations:
- Brand Equity vs. Cultural Relevance: Maintaining a pan‑global luxury image protects the brand’s exclusivity and global prestige, which are core to its value proposition. However, ignoring local cultural norms (e.g., modesty requirements) can limit market penetration and alienate potential high‑spending customers.
- Cost Implications and Supply Chain Flexibility: Adapting collections requires new designs, sourcing of culturally specific fabrics, and potentially smaller production runs, increasing costs. Yet, limited‑edition culturally‑inspired lines can command premium prices and generate buzz, offsetting higher costs.
Conclusion: The brand should adopt a hybrid strategy—retain its overarching luxury identity while introducing a curated “cultural capsule” collection that respects local traditions. This approach balances global brand equity with local relevance, enhancing acceptance in emerging markets without diluting the core luxury perception.