Brighton Accessories

Background: A simplified approach to making this decision would be to select London for these reasons:

The British like Americans and American made products

We already have a good idea what English consumers want

It will be easy to find a manager willing to be transferred there

Business conditions and business regulations will be similar

England will welcome this form of investment by Brighton

There will be no problem repatriating profits from the store

Competition will not be much different than what we face across the United States

Potential consumers in our target market are accustomed to paying a high price for luxury goods such as the accessories we sell.

A foreign expansion such as this will have a greater likelihood of success when foreign investments are welcomed. The country se

. . .
sociated with a foreign market. The marketing team must also have the skills necessary to apply these specifics in conjunction with what Keegan refers to as universal marketing fundamentals to ensure the success of its marketing strategies and expenditures (Keegan, 1998, 2). The most successful marketing managers handling foreign marketing will be the marketing professionals that understand customer needs, determine the appropriate media for reaching them, constantly evaluate the effectiveness of advertising and promotional campaigns, and regularly gather information to ensure that the message does not cause any unintentional insult to foreign customers and potential customers. Terrance Brake in Doing Business Internationally (1995) suggests that a company such as Brighton must develop a marketing message that focus on meeting local needs. He suggests that foreign customers manifest needs that are readily understood by marketers, and that consumers around the world demand high quality products, superior customer service, and value. Brake adds that most countries' citizens are more concerned with price and quality than the nation of origin, but there is always a possibility of a negative reaction to a foreign retailer (Brake, 1
. . .

Some common words found in the essay are:
Marketing Management, United Potential, West European, Deng Xiaoping, China China, Trade Canada, World Factbook, Mexico City, United Assuming, Business Strategy, retail store, world factbook, cia world factbook, cia world, mexico city, australian government, foreign direct investment, marketing management, direct investment, foreign investment, growth rate, keegan 1998, world factbook online, global marketing management, double taxation profits,
Approximate Word count = 3030
Approximate Pages = 12 (250 words per page)

More Essays on Brighton Accessories