INTERNATIONAL MARKETING STRATEGY

International Marketing Strategy

Table of Contents

Introduction3

SWOT Analysis3

Strengths4

Strong portfolio of global luxury lifestyle brands4

Wide spread distribution channel5

Dedicated design staff6

Weaknesses6

Concentration of players in the licensing division7

Opportunities7

Inorganic growth by means of acquisitions7

E-retail, leading the way to increased sales8

Enhancing revenue and control by means of increasing the number of company owned retail outlets9

Threats10

Slowing discretionary spending10

Marketing Mix Strategies10

Conclusion13

International Marketing Strategy

Introduction

The group of companies Polo Ralph Lauren is one of the world's leading holding companies in the field of fashion and design. More than a dozen companies included in the Corporation. Polo Ralph Lauren develops, manufactures and sells fashionable and stylish products, including clothing, accessories, home decor items and fragrances. These products are sold under the following brands: Polo by Ralph Lauren, Ralph Lauren Purple Label, Ralph Lauren, Black Label, Blue Label, Lauren by Ralph Lauren, Polo Jeans Co., RRL, RLX, Rugby, RL Children wear, Chaps and Club Monaco. For more than 40 years, the name Polo has been continuing to win more and more new fans around the world. The name of the designer Ralph Lauren is almost on everyone's lips, but few people know the real name, Ralph Lifshitz. However, until recently, he was unaware of the originality of his own ancestry. Nobody had no idea of the romantic stories, the hero of which, an ordinary kid, grew up in a Jewish ghetto in the Bronx, from wearing a yarmulke as a yeshiva student, becoming a legislator in the fashion style, which he calls "the American view of Europe 1930" (Cobb-Wilgren 1995, 26).

SWOT Analysis

Polo Ralph Lauren's (PRL or "the company") product portfolio consists of a strong-brand line. The company's brand names include Polo, Polo by Ralph Lauren, Ralph Lauren Purple Label, Polo Sport, Ralph Lauren, Blue Label, Lauren, Polo Jeans, RL, Chaps and Club Monaco. This gives the company a competitive edge and a stronghold within the industry. However, the sluggish consumer spending could adversely affect the sales of the company (Elliott 1998, 29).

Strengths

Strong portfolio of global luxury lifestyle

Brand wide spread distribution channel dedicated design staff

Weakness

Falling stream of revenue from the wholesale and licensing segment

Concentration of players in the licensing Division

Heavy dependence on third party for the procurement of goods

Opportunities

Inorganic growth by the means of E-retail, leading the way to increased sales

Enhancing revenue and control by means of increasing the number of company owned retail outlets

Threats

Slowing discretionary spending acquisitions

Intense competition

Rising labor cost

StrengthsStrong portfolio of global luxury lifestyle brands

Over the years, PRL has grown from being a mono-brand US centric menswear wholesaler to designer, manufacturer and wholesaler of global luxury lifestyle brands for men, women and children. Some of its most prestigious brands include Polo by Ralph Lauren, Ralph Lauren Purple Label, Ralph Lauren Women's Collection, Black Label, Blue Label, Lauren by Ralph Laure among others. The success of its brands can also be judged by the fact that in 2008, PRL was designated the official outfitter of the 2008 US Olympic and Paralympic Teams, by the United States Olympic Committee and in July 2009, it was awarded the first-ever Council of Fashion Designers ...