Tommy Hilfiger(타미힐피거) 국제경영전략(영문)

Tommy Hilfiger(타미힐피거) 국제경영전략(영문) Tommy Hilfiger(타미힐피거) 국제경영전략(영문).pptx 목차 1.Introduction 2.The issues 3.Analysis 4.Conclusion 5.Q&A 본문 Why did Hilfiger fail in its first entry in London? Why did Hilfiger have to change its products in Europe? How could Hilfiger save the distribution costs when enteringthe foreign markets? What is the difference in distribution strategies between the U.S and European markets? Hilfiger didn’t use suitable promotion strategy for London market. Hilfiger changed its products in Europe to meet different national preference of European. Hilfiger could save distribution cost by licensing. Hilfiger has relied mainly in the United States on wholesaling to department stores, whereas relying on retail stores in Europe. Europe :retail stores ☞ fast mgmt of the distribution is unnecessary purchasing in a small quantity is better - European consumers Individuality > trend Quality > Price ☞ difficulties infinding the right spot for the company-owned stores small boutiques small retailer friendly system 본문내용 ional Marketing - Market segmentation CONTENTS T O M M Y H I L F I G E R T O M M Y H I L F I G E R Apparel and retail company since 1985 Began internationally in 1996 49% from international (37% from Europe market) Key products : shirts, knits, outerwear, denim Remarkable logo INTRODUCTION The ISSUES Why did Hilfiger fail in its first entry in London? Why did Hilfiger have to change its produc