International Marketing Coursework Example | Topics and Well Written Essays - 3000 words

International Marketing - Coursework Example d Fitch is among the organizations that have sought to venture into the international market, most notably in Europe, where different brands are made available in numerous outlets. For instance, the A&F brand is made available by the company through the experiential marketing policy, in which much emphasis is put on the sales outlets that are tasked with showcasing the brand values. This approach is seen as ideal in enabling the brand have a competitive edge over those provided by its competitors, since the brand offers the consumer a significant experience, as well as creating a brand community (Powers and Loyka, 2010). The company uses in-store experience as the marketing vehicle. Enhancing the product competitiveness and the general organizational profitability involves carrying out a situational analysis, where the company creates a clear knowledge of the respective markets, and eventually evaluates its importance for the company as well as for the other markets where the business operates. International business environment is more dynamic, competitive and complex, hence the need for the management to be knowledgeable of both the immediate situations and the potential impacts of the effected changes in the business area. The European market explored by the Abercrombie and Fitch Company could exhibit various similarities and dissimilarities, hence the need for the company to understand the implications and linkages of the marketing strategy changes in its brand operations. Modern companies have realized the need to target particular customers, since they cannot appeal to all buyers. The buyers are widely scattered and have varying needs and buying behaviors, making it inevitable for the companies to adopt different practices that include segmentation, differentiation, and positioning, in order to satisfy the specific customer needs and ensure their competitiveness and profitability in the market. The segmentation of A&F brand must take into consideration