Abercrombie and Fitch: Expanding into the European Market.

The company over the years has implemented experiential strategies in order to attract large base of customers. In this study proper marketing mix shall be outlined which would support the firm to expand its operations in European markets. Abercrombie and Fitch Group’s store implementation within European markets is aligned with their internationalization strategy. This company has its headquarters located in Ohio, New Albany and is a well-known brand for selling accessories and clothes for women, children and men. Since its time of incorporation the company has formulated effective strategies which has generated high revenue margins. Abercrombie and Fitch Group were firstly able to strengthen its market position in United States before it took a step to expand into European market. The turnover of the company as per financial year 2011 was US$4.158bn. In this study different theoretical frameworks shall be utilized for identifying applicable communication policies, distribution strategies, pricing policies, adaptation versus standardization issues, and segmentation criteria.

Market segmentation is an important aspect of marketing strategy that encompasses broader target market. This form of target market is divided into various subsets of countries, consumers or businesses. These segments are predicted to possess similar wants and needs. Their priorities are taken into consideration while performing market segmentation. There are certain criteria’s for market segmentation like it must be wide enough to acquire high profit margins, should be measurable, needs to stable, enables reaching out to potential customers, internally homogeneous, externally heterogeneous, responds efficiently to market stimulus, supports while framing decisions related to marketing mix, defines target market and provides data for formulating positioning statement (Simerson, 2011).

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