Essay on international marketing and brand management (MOD004152TRI2)
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Course
Brand management and marketing (MOD004152TRI2)
Institution
Anglia Ruskin University (ARU)
I have conducted an extensive research on international brands and marketing for my assignment, and I am pleased to inform you that I have received a score of 72 on it. I believe this information will be beneficial for you.
Part 1: Brand Analysis.....................................................................................................................6
Part 1: Brand Analysis.....................................................................................................................6
Brand Introduction.......................................................................................................................6
Brand Introduction.......................................................................................................................6
Costco Wholesale Corporation, an international retail giant founded in 1976 by James Sinegal
and Jeffrey Brotman, is renowned for its wholesale clubs that operate on a membership basis.
This unique business model, coupled with strategies like bulk buying and streamlined
operations, allows Costco to offer top-quality products at competitive prices (Zaripova et al.,
2021). Membership at Costco involves an annual fee, granting members access to both online
shopping and in-store purchases, fostering a loyal customer base that generates significant
revenue for the company..............................................................................................................6
Costco Wholesale Corporation, an international retail giant founded in 1976 by James Sinegal
and Jeffrey Brotman, is renowned for its wholesale clubs that operate on a membership basis.
This unique business model, coupled with strategies like bulk buying and streamlined
operations, allows Costco to offer top-quality products at competitive prices (Zaripova et al.,
2021). Membership at Costco involves an annual fee, granting members access to both online
shopping and in-store purchases, fostering a loyal customer base that generates significant
revenue for the company..............................................................................................................6
The range of products at Costco is extensive, spanning groceries, electronics, home
appliances, clothing, and more. Notably, the Kirkland Signature line stands out for its value,
providing quality products at economical prices compared to national brands (Al Monawer,
2022). Additionally, Costco extends its offerings beyond products, providing services such as
travel, insurance, and financial services to members, enhancing the appeal of membership......6
The range of products at Costco is extensive, spanning groceries, electronics, home
appliances, clothing, and more. Notably, the Kirkland Signature line stands out for its value,
providing quality products at economical prices compared to national brands (Al Monawer,
2022). Additionally, Costco extends its offerings beyond products, providing services such as
travel, insurance, and financial services to members, enhancing the appeal of membership......6
With a strong domestic presence and a growing international footprint, Costco has seen
significant success in markets like Canada, Mexico, and the UK (Taylor et al., 2024). This
global expansion aligns with increasing demand for Costco's offerings, bolstering the
company's position as a leading retailer......................................................................................6
With a strong domestic presence and a growing international footprint, Costco has seen
significant success in markets like Canada, Mexico, and the UK (Taylor et al., 2024). This
Page 2 of 35
, global expansion aligns with increasing demand for Costco's offerings, bolstering the
company's position as a leading retailer......................................................................................6
Key to Costco's success is its unwavering focus on customer satisfaction, evident through
exceptional customer service and fair return policies. This commitment has cultivated a
dedicated customer base and a robust brand reputation (Chuang, 2021). In essence, Costco's
membership-based model, coupled with its emphasis on affordability and customer
experience, positions it as a dominant force in the retail industry, poised for continued growth
and success.Brand Portfolio.........................................................................................................7
Key to Costco's success is its unwavering focus on customer satisfaction, evident through
exceptional customer service and fair return policies. This commitment has cultivated a
dedicated customer base and a robust brand reputation (Chuang, 2021). In essence, Costco's
membership-based model, coupled with its emphasis on affordability and customer
experience, positions it as a dominant force in the retail industry, poised for continued growth
and success.Brand Portfolio.........................................................................................................7
Brand Elements............................................................................................................................9
Brand Elements............................................................................................................................9
Brand Equity..............................................................................................................................11
Brand Equity..............................................................................................................................11
Brand Mantra.............................................................................................................................13
Brand Mantra.............................................................................................................................13
Part 2: International Market Analysis............................................................................................14
Part 2: International Market Analysis............................................................................................14
SLEPT Analysis of Potential Markets for Costco.....................................................................14
SLEPT Analysis of Potential Markets for Costco.....................................................................14
India.......................................................................................................................................14
India.......................................................................................................................................14
Brazil......................................................................................................................................16
Brazil......................................................................................................................................16
Saudi Arabia...........................................................................................................................17
Saudi Arabia...........................................................................................................................17
Competitor Analysis in the Retail Market.................................................................................18
Competitor Analysis in the Retail Market.................................................................................18
India.......................................................................................................................................18
India.......................................................................................................................................18
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, Brazil......................................................................................................................................18
Brazil......................................................................................................................................18
Saudi Arabia...........................................................................................................................19
Saudi Arabia...........................................................................................................................19
Part 3: Strategy for Market Entry...................................................................................................19
Part 3: Strategy for Market Entry...................................................................................................19
Selection and Justification of India as a New International Market for Costco........................19
Selection and Justification of India as a New International Market for Costco........................19
Selection Criteria:..................................................................................................................19
Selection Criteria:..................................................................................................................19
Justification:...........................................................................................................................20
Justification:...........................................................................................................................20
Recommended Market Entry Strategy for Costco in India........................................................21
Recommended Market Entry Strategy for Costco in India........................................................21
1. Partner with Local Players:................................................................................................21
1. Partner with Local Players:................................................................................................21
2. Establish a Strong Online Presence:..................................................................................21
2. Establish a Strong Online Presence:..................................................................................21
3. Focus on Tier 1 and Tier 2 Cities:.....................................................................................22
3. Focus on Tier 1 and Tier 2 Cities:.....................................................................................22
4. Adapt Product Offering to Local Preferences:...................................................................22
4. Adapt Product Offering to Local Preferences:...................................................................22
5. Offer Membership Benefits:..............................................................................................22
5. Offer Membership Benefits:..............................................................................................22
6. Ensure Regulatory Compliance:........................................................................................22
6. Ensure Regulatory Compliance:........................................................................................22
7. Build Brand Awareness:....................................................................................................23
7. Build Brand Awareness:....................................................................................................23
8. Invest in Customer Experience:.........................................................................................23
8. Invest in Customer Experience:.........................................................................................23
Page 4 of 35
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