Dolce & Gabbana: International Marketing Environment
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Conduct an analysis of an international marketing environment:
You are invited to act as the international marketing manager for Dolce & Gabbana. Assess the international marketing environment (including the current political, legal, financial, economic environment, purchasing power, culture, and competition) for the sales of luxury goods in general and your brand in particular in Russia over the next five years.
References:
http://www.palgrave-journals.com/bm/journal/v16/n5/abs/bm200848a.html
http://www.escp-eap.net/conferences/marketing/2006_cp/Materiali/Paper/Fr/DeBarnier_Rodina_ValetteFlorence.pdf
http://www.thenation.com/article/161063/obamas-russia-reset-another-lost-opportunity
http://www.igorlogvinenko.com/uploads/3/2/3/6/3236484/hahnlogvinenko_2008.pdf
http://www.tandfonline.com/doi/pdf/10.1080/09668130802161132
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Solution Summary
This solution provides a detailed discussion of the international marketing environment for Dolce & Gabbana.
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The marketing of the brand in Russia:
Dolce & Gabbana is a very popular company in Russia creating the term of the brand name of the company products as 'Luxury monobrand of the year' in the year 2009. The D&G brand has been made present in more than 80 countries across the globe. The organization has been known as the leader in Italian fashion due to the creation of new fashion generation clothes lines. The company has the specialty in luxury items such as; wedding gowns, designer ties, and even kerchiefs. The setting up of the company in Russia is aimed to propel the operations of the company to attain significant advantage. This strategic move is meant to absorb the clients in the target market environment. In the next five years the company will experience domestic competition but will attain great levels of competitive advantage by placing the products of the company in Russia (Luxury Brand, 2009).
Assessment of the Current Political Environment:
Dolce and Gabbana acquired a great market entry into Russia due to its unique nature of operations that has creates a great brand for the products. The political scene of Russia generational issue with regards to the attitude adopted towards democracy. After the fall of the Soviet Union, the values and the attitudes of the ...
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