Internatinal Marketing Strategy Assignment Example | Topics and Well Written Essays - 2750 words

Internatinal Marketing Strategy - Assignment Example Mulberry was established in 1971 specifically to provide fashionable items that would create a formula for its success in the market (Reuters, 2012). Mulberry is a fashionable and luxury brand that people aspire to own. Mulberry is recognized for its wide variety of women leather bags which includes shoulder bags, satchels, totes, clutches, briefcases etc. Due to its classic design and wide variety, it is seen on world’s famous celebrities and models’ arm such as Daisy Lowe, Rosie Huntington-Whiteley and Claudia Schiffer. The company not only provides readymade handbags but also gives its customers a chance to design their own handbags according to their requirements making the English luxury easily accessible. The brand is just not limited for women but also provides handbags and other accessories for men. The collection for men is also eye-catching due to which it is purchased frequently by men. The men’s accessories include wallets, cufflinks, bags, gloves, sc arves and belts (Mulberry, 2012). The company core values remains indistinguishable even after 4 decades which is the main reason for the company’s success. ... Despite the recessionary period the company remains focused on the long-term success and growth (Wood, 2010a). Even after the economic situation the performance of the company was extra-ordinary in 2010 as more than ?40m worth Mulberry’s brand were sold in Britain alone (Wood, 2010b). Global expansion was company’s key success and provided the company with positive news. The international revenues boosted to 61 percent providing high growth opportunities for the company. With the economy in disastrous situation it was important for the company to look for internationalization rather to face economic downturn due to which the sales were expected to fall. The major reason for Mulberry’s internationalization was based on the sharp decline in 2008 for the first time after 2003 which affected the domestic demand for handbags in US and Europe (PRWeb, 2012). The rising demand for international high quality leather handbags in other regions of the world was another reaso n for expanding the business into other geographic regions (Business Wire, 2010). Due to such conditions the best way to hedge against risk was to set foot in such market that was growing influx of foreign brand. One such country includes India where the handbag market is estimated at Rs. 20 billion and projected to grow at an increasing rate of 15 percent annually (Technopak Advisors, 2011). The market for luxury product all over the globe is increasing at a surprising rate and Asia is being targeted as the main market for such products after Europe; due to which India would be the best country to cater (Image 1 and 2). Another advantage to expand in this Asian country will be its low cost in terms of labour and raw material. Figure 1: Worldwide Luxury Goods Market

Lab organization and Management case study Essay

Lab organization and Management case study - Essay Example ization- test systems and test items; rules- standard operating procedures (SOPs) and etiquette; results- unrefined data, reporting and archiving; and quality assurance- autonomous examination of research activities (Agrawal et al, 2009, p.10). It is quite clear that employees at Best Pet Test Company filed to adhere to the best lab practices outlined in the GLP. For instance, Harold did not keep accurate records during his spell as the company’s lab safety manager. In addition, the lab employees used hand written labels to tag the urine sample because two of the three hand-held bar-code readers were not functioning properly. The results of tests carried on the samples were also inconsistent. Lab staff members were often seen in the mail room or lunch area wearing their lab coats. To make the matters worse, Rene (the new lab safety manager at the company) found a number of unlabeled bottles of chemicals cluttering the fume hoods. In the lab, some of the staff members testing blood samples had their morning coffee sitting next to a centrifuge. To cap it all, the local media published a story that laboratory waste with labels from Best Test, Inc. was discovered at an abandoned quarry nearby. The illustration above demonstrates the failure by the company to adhere to GLP standards. GLP regulations stipulate logical descriptions of the structure of the research institute and the duties of each research employee. This implies that Best Test Inc. chart should reveal the activities of the company which must be updated on a regular basis. Job descriptions and organizational charts reflect the manner in which the lab functions as well as the correlation between the various posts and departments. In addition, GLP guidelines emphasize that the number of laboratory staff must be adequate to carry out the required tasks in an efficient and GLP-compliant manner (Kumari & Bhatia, 2003, p.5). The duties of all lab employees should be clearly described and recorded. Their