BMM6502 International Marketing Assignment Sample

Introduction

International marketing refers to marketing of the products and services outside of the brand’s domestic audience. This includes effective implementation of foreign markets activities in organisation (International marketing, 2024). This involves the application of after sales service, advertising support of services or goods, sale and production of product, R&D to the foreign consumers. The report will be based on the Katie & May, this accessories and fashion brand, located in the United Kingdom. This is well known for the contemporary lifestyle, handcrafted jewellery and elegant products (Katie & May, 2025). The organisation specialises within the high quality and unique designs which cater to the major modern customers. This particularly appreciates the sustainable fashion and artisanal craftsmanship, along with the effective loyal consumer and online presence base within the organisation.

The Katie & May LTD has developed reputation through social media engagement, boutique partnerships, and e-commerce and direct to consumer sales. As the key part of the development, the organisation is expanding within the French market. The effective and strategic move related to the luxury and well-established industry of fashion, needs of the premium accessories, developing interest within the ethically and sustainable produced good. France is largest retail market of Europe, also has the sophisticated base of consumers which ideals artisanal craftsmanship, France’s developing fashion forward customer and e-commerce sector. This is mainly present the opportunities for the organisations to strongly establish via physical and online retail channels. The report will shed light on cultural, economic and political environment of the country to evaluate the market entry suitability. Moreover, it will offer marketing mix plan for the organisation.

Political, cultural and economic analysis

In order to makes sure, the successful and effective expansion of the Katie & May Ltd within the market of French, this is important to assess the cultural, economic and political landscape.

Political analysis: France carriers the stable environment based on the political, this is ranking between the effective democracies of the overall world. As the key member of the EU (European Union), the France aligns to the agreements, regulations and trade policies of EU which facilitate the effective operations across the states member. The France carries advantages from the well enforced laws of the customer protection, effective right of the intellectual property and transparent system. This makes the favourable and strong environment for the Katie & May LTD. The different government regulations about the taxation, labor laws and business operations need to be effectively considered at the time of entering in the fashion market of French (Katsikeas et al, 2020). The country has minimum needs of wage and effective labour protection for the organisation, collaborating with the distributors of French, hiring the workers locally can need the compliance with the strategic planning and complex laws of labour. The trade policies of French are lines up with the regulations of EU, making sure about the smooth access to the market of Europe without trade barriers and tariffs. Conversely, Compliance with the sustainability requirements, labelling regulations and product standards of EU is significant.

Economic Analysis: France has the largest Europe’s economies, along with the 2.8 trillion GDP and effective market of customer. Apart from the economic fluctuations, the country manages the effective growth economically, supported via the economic diversification which involves the e-commerce, fashion and retail. GDP growth of the France is projected yearly 1.5%, highlighting the dependency despite the uncertainties of the international economic. The inflation is moderate, balanced 3 to 4%, impacting the buying power but permitting for the premium and luxury demand of product (Economic forecast for France, 2024). The country has the disposable income based on the high average, along with the buying power within the different urban centres such as Marseille, Lyon and Paris (Singhal et al, 2019). The French accessories and fashion market is mainly rivalry, along with the effective needs for the premium quality and ethically produced items. The customer focuses on the brand authenticity, craftsmanship and sustainability, this lines up with the brand indentify of Katie and May Ltd. The accessories and jewellery sector is about to boost, mainly e-retail segment. The country has the developed infrastructure; this is supporting the e-commerce and retail businesses.

Cultural analysis: The France’s consumer behaviour is mainly influenced via the sustainability concerns, brand heritage and fashion consciousness. The consumers of French focus on the quality more than quantity and also seeking to invest within the well crafted and unique products (Tien, 2019).). These are also appreciating the sophisticated, timeliness and minimalist designs, creating the organisational strong aesthetics appropriate for market. Online shopping significant, along with the French consumers more than 80% are buying the accessories and fashion online. Brand storytelling, influencer marketing and social media play a major role within the buying behaviours and decisions.

Hofstede’s cultural dimension analysis

• Individual vs. collectivism: The country focuses on highly individualism, the customers emphasise on the brand identity, uniqueness and personal style. The organisation needs to focus on the storytelling, designs with the limited edition and personalised marketing to connect with the consumers of French.
• Long term vs. short term orientation: The customers of the French appreciate the timeliness and heritage designs, this important to showcase the commitment of brand to long lasting product quality and sustainable craftsmanship (Hofstede’s Cultural Dimensions Theory, 2025).
• Masculinity vs. Femininity: The country leans to the femininity, focusing on the aesthetics, life quality and work life balance than the aggressive competition.
• Power distance: The country has the power distance moderate; this is about that the hierarchy extant but it is not mainly rigid. The consumers’ focuses on the craftsmanship and expertise, so effectively positioning the organisation as the expert led and premium brand will be effective.
• Uncertainty avoidance: The country has the avoidance of uncertainty highly, the customers focus the brands with the well establishment and reputation. The novel brands should develop the trust via the consistent, credibility and transparent messaging.

Cultural sensitivities and ethical considerations: France’s marketing strategies needs to align with the ethical and cultural expectations. Despite gaining huge attention of customers in UK, sustainability is the major concerns, the Katie and May needs to focus on the responsible sourcing, practices of fair trade and sustainable materials. Moreover, the customers of the French appreciate the brand heritage and authentic storytelling. The organisation needs to adapt the marketing effectively to involve the partnership with the fashion bloggers and influencers, content in French language and localised messaging.

Marketing entry strategy

In order to effectively enter within the market of French, the organisation needs to adopt the strategy of the direct expanding via retail partnership and e-commerce. The effective approach permits the organisation to use the existing presence with the e-commerce while reducing the associated risks with the investments of the physical store. The direct exporting lines up with the investments of the physical store (Direct exporting strategy, 2025). The direct exporting is effective for the digital first brand model and developing needs for the e-fashion retail within the overall France.

Justification for direct exporting strategy

• Consumer trends alignment: French accessories and jewellery market is developing online, along with the more than 80% customers are buying products online (2024 Online Retail Report: Focus on the French Market, 2024). The trend lines up with the strengths of organisation related to the influencer collaborations, digital marketing and e-commerce.
• Brand flexibility and control: Direct exporting permits the organisation to manage the full control on the product positioning, pricing, branding, assuring consistency along with the operations of UK (Tuominen et al, 2022).
• Marketing testing with the less risk: Through selling via the French online and existing platform of E-commerce (E.g. Etsy France, Galeries Lafayett and La Redoute), the organisation might test the needs before operations scaling.
• Lower initial investment: Apart from the franchising or FDI (Foreign direct investment), direct exporting is not need to effectively commitment of the financial within hiring the teams of locals and physical stores.

Risks and benefits of the direct exporting

Alignment with the market conditions and capabilities: The Katie & May carries the effective digital marketing experience, social media expertise and effective infrastructure of e-commerce. This is creating the direct exporting the effective method of entry. The high internet penetration of France, effective culture of the digital shopping and needs for the eco-friendly accessories fashion makes the effective online sales environment.

Marketing mix strategy

The expansion of the Katie & May LTD within the market of French needs the developed strategy of marketing mix related to the 4Ps.

Product strategy

• Adaptation vs. standardization approach: The organisation needs to adopt strategy related to the partial adaptation, managing the identity of the core product while creating the effective adjustments to fulfil the regulatory needs and expectations of the French customer.
• Standardise core elements: The overall brand focuses on the minimalist designs, sustainable materials and handcrafted jewellery lines up with the market preference of French; the major range of product will be unchanged.
• Elements to adapt: The law of French mandates which labelling and packaging of product should be within the French, including the disclosure of ingredient for eco-labelling and metal composition (Paul & Rosado-Serrano, 2019). While designs of brand are within the line with the fashion choices of French, including the collections of limited edition inspired by culture French can boost the local appeal. The consumers of French can have the various preferences for the necklace sizes, bracelet and ring, demanding slight changes to the dimensions of the product.

Pricing strategy

• Pricing consideration: The organisation needs to adopt the pricing strategy value based, effectively positioning as the artisanal and premium brand. The customers of French are focusing to pay sustainable and high quality fashion, creating the based on pricing and less efficient. The overall competitive pricing needs to be effectively considered to be appealing within the dominated market via the well known jewellery brands.
• Impact of taxation, tariffs and exchange rates: The fluctuations within the EUR/EBP rate of exchange can affect the profitability. The strategy of hedging might offers help in manages the risks of currency. The France imposes the major VAT 20% on the goods and effectively duties import can implement if different products aren’t capably sourced via the EU (Gankema et al, 2019). In order to decrease the prices, the company can explore the local fulfilment centre setting within future. Pricing should be rivalry with the different brands locally like as Agatha Paris, Gas Bijoux and Sezane, assuring the affordability while managing perception of luxury.

Place (Distribution) Strategy

• Selection of distribution channels: The Company needs to apply the strategy of hybrid distribution, focusing on the both retail partnership and e-commerce to maximise the penetration within the market (Hao et al, 2021).
• (Primary channel) E-commerce: The website localisation within the French and SEO optimisation would boost the conversions. Effectively listing the products related to the Etsy France, Galeries Lafayette and La Redoute would boost the visibility. By Collaborating with the department stores, high end boutiques and concept stores (Le bon Marche and Printemps) to effectively establish the presence of physical retail. The UK’s compliance with the regulations of the EU import and making sure about the processing of smooth customs is significant to reduce the delays. An approach based on the multi channel makes sure about the boost the reach whikle managing the operational flexibility and cost effectiveness.

Promotion strategy

• Recommended tools for promotion: The Katie & May LTD needs to emphasise on the digital first marketing which can capitalise the social media culture and effective e-commerce.
• Influencer marketing and social media: The Partnerships with the Jewellery bloggers and fashion influencers of the French to boost the credibility of brand (Collaborations of instagram). By Running the effective localised Instagram and Facebook ads which are targeting the women who are fashion conscious with the aged of 25 to 40 years. The organisation can launch the blog in French language which is covering the trends of sustainable fashion and tips for the jewellery styling. By effectively optimising the pages of product for the keywords of French to boosts the visibility of the organic search.

Ethical, technological and economic feasibility

• Ethical implications: Effectively expanding within the France need the compliance with the CSR, sustainability standards and strict labor laws. The France has the effective protections for workers, like as regulated conditions of working and fair wages. If the organisation choose to hire staff and local supply chain establishment, this needs to makes sure about the alignment to the laws of French labour to manage the integrity ethically (Falahat et al, 2020). The sustainability is major concern of consumer within the France, making it more important for the organisation to showcases the responsible and ethical sourcing practices.
• Technological considerations: The France has the penetration of the high digital, along with the more than 90% of people are utilising the internet. The organisation can use the social media marketing (Tik Tok, Facebook and Instagram) to effectively engage the customers. The organisation can leverage the secure payment gateways for effective transactions.
•  Economic feasibility: The strong power of purchasing of France supports the overall feasibility of the strategy related to the premium pricing. The expected sales of high margin via the boutique partnership and e-commerce create expand viably financial (Pergelova et al, 2019). On the other hand, the fluctuations of currency (EUR/GBP) 20% VAT and duties of import offer the major risks, this might be reduced via the strategic partnership and local warehousing.

Conclusion And Recommendations

The Expansion of Katie & May LTD within the France offers the effective opportunity because o the needs of artisanal, sustainable products, E-retail infrastructure and consumer base fashion conscious. The strategy of the direct exporting via the retail partnership and e-commerce is the effective method with the viable entry.

• The organisation should invest within the localised marketing digitally with the influencer collaborations and website in French language.
• Katie & May must ensure about the compliance with the laws for consumer protection, sustainability and EU labour.
• The organisation recommended optimising the logistics via effectively exploring the centres of local fulfilment which can decrease the prices of shipping.

The digital retail and strong economy growth of France creates the effective expansion most feasible, along with the major benefits in the upcoming 12 to 18 months. Along with the effective strategy, the organisation might establish as the high quality and premium brand.

Reference materials and sample papers are provided to clarify assignment structure and key learning outcomes. Through our Assignment Help UK, guidance is reflected while maintaining originality and ethical academic practice. The BMM6502 International Marketing Assignment Sample demonstrates practical application of market analysis, cultural evaluation, and marketing mix strategy for international expansion.

References

Books and journals

• Conlon, T., Corbet, S., & McGee, R. J. (2020). Are cryptocurrencies a safe haven for equity markets? An international perspective from the COVID-19 pandemic. Research in International Business and Finance, 54, 101248.
• Falahat, M., Ramayah, T., Soto-Acosta, P., & Lee, Y. Y. (2020). SMEs internationalization: The role of product innovation, market intelligence, pricing and marketing communication capabilities as drivers of SMEs’ international performance. Technological forecasting and social change, 152, 119908.
• Gankema, H. G., Snu, H. R., & van Dijken, K. A. (2019). The internationalisation process of small and medium sized enterprises: An evaluation of the stage theory. In Entrepreneurship and SME Research (pp. 185-197). Routledge.
• Hao, A. W., Paul, J., Trott, S., Guo, C., & Wu, H. H. (2021). Two decades of research on nation branding: A review and future research agenda. International Marketing Review, 38(1), 46-69.
• Katsikeas, C., Leonidou, L., & Zeriti, A. (2020). Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review, 37(3), 405-424.
• Paul, J., & Rosado-Serrano, A. (2019). Gradual internationalization vs born-global/international new venture models: A review and research agenda. International marketing review, 36(6), 830-858.
• Pergelova, A., Manolova, T., Simeonova‐Ganeva, R., & Yordanova, D. (2019). Democratizing entrepreneurship? Digital technologies and the internationalization of female‐led SMEs. Journal of Small Business Management, 57(1), 14-39.
• Shams, R., Vrontis, D., Belyaeva, Z., Ferraris, A., & Czinkota, M. R. (2021). Strategic agility in international business: A conceptual framework for “agile” multinationals. Journal of International Management, 27(1), 100737.
• Singhal, S., Choudhary, S., & Biswal, P. C. (2019). Return and volatility linkages among International crude oil price, gold price, exchange rate and stock markets: Evidence from Mexico. Resources policy, 60, 255-261.
• Tien, N. H., Dung, H. T., & Tien, N. V. (2019). Branding building for Vietnam tourism industry reality and solutions. International journal of research in marketing management and sales, 1(2), 63-68.
• Tien, N. H., Phu, P. P., & Chi, D. T. P. (2019). The role of international marketing in international business strategy. International journal of research in marketing management and sales, 1(2), 134-138.
• Tuominen, S., Reijonen, H., Nagy, G., Buratti, A., & Laukkanen, T. (2022). Customer-centric strategy driving innovativeness and business growth in international markets. International Marketing Review, 40(3), 479-496.

Online

• 2024 Online Retail Report: Focus on The French Market, 2024. Online. Available through <https://www.fticonsulting.com/insights/reports/2024-online-retail-report-focus-french-market>
• Direct Exporting - What Are the Advantages and Disadvantages, (2025). Online. Available through <https://wise.com/us/blog/direct-exporting>
• Direct exporting strategy, (2025). Online. Available through https://wise.com/us/blog/direct-exporting
• Economic forecast for France, 2024. Online. Available through https://economy-finance.ec.europa.eu/economic-surveillance-eu-economies/france/economic-forecast-france_en
• Hofstede’s Cultural Dimensions Theory, (2025). Online. Available through <https://corporatefinanceinstitute.com/resources/management/hofstedes-cultural-dimensions-theory/>