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Improving the Article
This article narrates the story of Azza AlQubaisi. Azza is a prominent Emirati artist whose jewelry brand has succeeded in the United Arab Emirates (UAE). ARJMST is the name given to Azza’s Emirati brand. The article analyzes the strengths of this product. The author begins by exploring the background of the artist. The article goes further to introduce the product to the reader. The article gives minimal information about Azza’s jewelry brand. The author presents unnecessary information while ignoring the relevant details. I can improve the article by focusing on brand’s strength in the UAE market. The author should have improved the paper using the best marketing concepts and theories. The article presents one competitive advantage. The presented SWOT Analysis is also shallow. The author of the article should have presented more details in order to make it more meaningful and practical. The reader does not get much information about the Emirati brand. I would amend the above issues in order to make the article readable and informative (Cateora, Graham, & Gilly, 2012). The article does not present the best way forward for this product. I would provide the above recommendations in order to improve this paper.
Internationalizing the Brand
Companies and entrepreneurs use various strategies to internationalize their brands. Azza should consider the best strategies in order to succeed in her business. The other approach is targeting several foreign markets. A good entry approach should embrace the use of partnerships. Azza should collaborate with various companies such as Hugo Boss and Wal-Mart in order to market her brand. The strategy will ensure more foreign customers purchase these products. The entrepreneur should also produce quality jewelries. The approach will “make the products competitive and outstanding in the market” (Cateora et al., 2012, p. 68). Azza can also use direct market entries in every foreign country. The entrepreneur should market her products in new countries such as China, India, and Australia. The marketer should also encourage international firms and corporations to purchase her trophies. These market entry strategies will make the business successful. Azza should use better marketing practices and product management approaches to support the process. Azza can also use online marketing to internationalize her brand. The plan will attract more customers from different parts of the world. The consumers will place their orders and benefit from free delivery services (Cateora et al., 2012).
The Best International Marketing Strategy
The above internationalizing strategy will succeed if Azza uses the best marketing mix and strategy. The best decision is using a multi-channel marketing strategy. The approach will include online targeting and business partnerships. Viral marketing will also inform more people about the availability of the jewelry brand. Online marketing will help the firm attract more customers from every country or society. Azza can also use the best marketing mix for her ARJMST brand. The best approach is the use of 4Ps marketing mix. Azza should market her ARJMST brand at a friendly price. The product should also be acceptable because of its quality. The use of various promotional strategies will inform more people about the availability and effectiveness of the brand (Cateora et al., 2012). The best promotional avenues include social networks such as Pinterest.com and Twitter.com. Azza should also use viral marketing because it will inform more people about the availability of her products. The forth “P” stands for place. Azza should identify the best locations and market segments to promote her ARJMST brand. The approach will make the business profitable.
Reference
Cateora, P., Graham, J., & Gilly, M. (2012). International Marketing. New York: McGraw Hill.
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