International Market Report Essay Example | Topics and Well Written Essays - 2500 words

International Market Report - Essay Example Saleh Al Hamad Al Mana, Qatari business group partnership with the Harvey Nichols to open eight international stores in Doha. The proposed plan was established to open store in the year 2017. According to chief executive of Harvey Nichols, Doha is an exciting place to increase market portfolio. The store of Harvey Nichols provides ultimate fashion experience for customers. Harvey Nichols has three small-format stores and four large-format stores within the Ireland and United Kingdom. Research states that brand name perceived by people of Qatar is on higher level. The Qatari customers translate brand awareness well. The prime purpose of the report is to assess various strategic options and marketing environment to develop international presence. Additionally, the strategy of Harvey Nichols for international growth is effectively presented in the paper. The situational analysis is referred as the assemblage of strategies that are analyzed by managers on basis of external and internal environment of an organization. Moreover, it benefits to understand the business environment, customers and capabilities of organization. The business measurement tools implemented for situational analysis are SWOT analysis, PEST analysis and Porter five forces. It is a structured planning method that is useful for understanding strengths, weakness, opportunity and threats involved in a corporate venture or a project. The prime purpose of this method is to determine the effectiveness of opening store in Qatar. One of the major strengths of Harvey Nichols is its brand awareness. It is regarded as one of the most luxury and fashionable departmental stores globally. The deal struck by Saleh Al Hamad Al Mana Qatari firm to bring one of the highly famous departmental stores in the world to make its debut in Qatar. One of the beneficial strengths of opening Harvey Nichols store in Qatar is high level of existing sales and distribution networks (Table 1). There