International retail marketing Essay Example | Topics and Well Written Essays - 2500 words

International retail marketing - Essay Example As per the traditional concept, the marketing mix has four major components i.e. product, price, promotion and place. However, with emerging complexity of servicing industry, many academics have identified additional three Ps in marketing mix for services which are people, process and physical evidence. Moreover, the concept of marketing mix has become more specific and consumer centric for better business management by creating value for the consumers. Hence, four Cs i.e. consumers, cost, communications and convenience is more relevant for effective business management. Office Shoe is a popular shoe retailer chain of UK and it is planning to expand its marketing in the Swedish retail market. In order to successful market entry and for long term growth, it is very necessary to analyse the multiple macro-economic and consumers related factors. Considering these factors, Office Shoe should develop a set of plausible marketing mix strategies. Identification of culture and features of th e prevailing consumers is the priority of the retailer. Moreover, it also needs to restructure its business organisation through the method of retailing which is the best as it is very helpful in figuring out the necessary areas for retail business development. Introduction The task of handling the strategic business management has changed significantly due to a number of factors. Globalisation, increasing international trade activities has upgraded the business management process. The post-modern organisations have realized the importance of distinct management structure and strategic process for different types of business. For example, service industry and manufacturing industry have their different value chain process and organisational structure which required a focused and specific management system. Moreover, the interactions with customers are also very different as in most of the cases service providers have a direct interactions with their consumers; whereas, the manufactu ring organisation have very limited scope in this respect (Greasley, 1999, p.2). However, the core essence of the business management remains the same i.e. to maximise the wealth of stakeholders through value creation method. This paper will attempt to present major aspect of international retail marketing focusing on the structure of domestics and international marketing mix of retailing business. The discussion will involve the Office Shoes, a popular U.K.-based domestic shoe retailer. This shoe retail chain store was established during 1981 and experienced an extreme successful business growth all over UK. It is present in more than 15 local regions of UK (Office Shoe-a, n.d.). It offers more than 100 ranges of international and domestic shoe brand like Adidas, Reebok, Nike, Converse, Puma, Swedish Hasbeens and many more for males, females as well as kids. Besides, it also offers leather accessories like bags, belts etc tots female consumers (Office Shoe-b, n.d.). This paper will present a set of proper international marketing mix for the Office Shoe’s expansion in Sweden’s market. Marketing Mix Marketing mix is a celebrated term and theory in the field of marketing management practises. With constant changes in management theories practises, many new concepts have been incorporated in the concept of marketing mix. Primarily, marketing mix consists of four basic elements of marketing i.e. product, price, promotion and place. It is the core essence and requirement framing effective marketing strategies. Frank has described that marketing mix