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Reiss
C/M/68. European Market Entry Strategy via Brand Development: the case of Reiss
- WORDS:
- 1300
- DATE:
- 2003
- PRICE:
- 19.99 GBP
This is an assessment of a potential entry into European Market by Reiss, UK-based apparel retailer and manufacturer, using brand development strategy. This is considerably young and new to the high street retailers company with high growth and expansion prospects as nationally, so internationally. The study is partially based on academic work on branding by Philip Kotler and assessment and analysis of the company's current developments in the area, suggesting ideas and strategies for the successful entry. All of the ideas are based on company's capabilities and needs as well as current marketing situation and competitor benchmarking (Mango, Zara).
KEYWORDS: european, market, entry, strategy, via, brand, development, reiss,
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