ES Company's Entry Strategy

Explain the company’s current entry strategy stating the pros and cons for each entry mode, and discuss whether the company target is ‘affordable in the luxury market’ given your overall recommendations for ES

The ES Company’s has very aggressive policy to market their products in the various markets around the world.

The current entry strategy of ES , is classified into four modes, they are as follows.

• Licensing

• Partnerships

• 3rd Party Distribution

• Flagship Stores

The pros and cons of each mode is discussed as follows.

• Licensing

Pros:

• Low to no cost or risk : licensing the rights of the products to the right organization will be of good move as the risk will be less and cost of initial investment will be almost nil as everything is going to look after by the

Recommendations for the improvement:

• the company must maintain its good will in the market in terms of brand image.

• “High-end, one-of-a-kind designs made from the finest fabrics and materials”

• Provide excellent customer service worldwide.

• “Mass” class - main part of luxury consumers

• Focus on making Accessories & cosmetics so that company can have their own “product mix” for its consumers all across the world.

• “New rich” – status/wealth

• Company should also focus on the Domestic outfit, luxury hotels, automobiles and yachts’ decoration, etc.

• The company’s prime product “haute couture” has always been and must continue to be the core and soul of ES’s business.

• ES should follow the competitive pricing strategy

• Focus more on advertising, promotion and local culture

• Effective utilization of the celebrity effect to promote its brands

• Appoint good partners, 3rd party distributors who are reliable and own good reputation in the local markets

• Provide license to the authentic and renowned organizations

• Open its own stores all across the