A Short Note On Marketing And International Consumer

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Assignment Proposal MKX5955 – Marketing and International Consumer 18 August 2016 Prepared BY Anmol Sharma – 27160548 Lecturer Kimble Montagu and Paul Cooper Word Count: 1529 words (Excluding Headings, Table data and References) Table of Contents Introduction 1 Industry Background 2 Country and Market 3 Internal Analysis 4 Strengths 4 Weaknesses 4 External Analysis 6 Opportunity 6 Threat 6 References 8 Appendix 10 Introduction Ralph Lauren is an American publicly trading company which markets and sells luxury apparel, accessories, fragrances, and home furnishings worldwide. It was founded in the year 1967 by Ralph Lauren. The company also has various sub brands such as Polo by Ralph Lauren, Ralph Lauren Purple, and Ralph Lauren Black to name a few (Reuters, 2016). Ralph Lauren operates in three segments namely – Wholesale, Retail, and Licensing (Reuters, 2016). Wholesale business incorporates sales made to retail and specialty stores all over the world. Retail business contains sales made directly to the customers via retail channel which not only includes company’s retail stores but also e-commerce and concession based shop within shops around the world. Licensing business is a royalty based business wherein the company licenses to third party for specified time the right to operate the stores and/or to utilize various trademarks concerning the manufacturing and sale of designated products, for instance, eyewear, fragrances, home furnishings, and certain

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