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Chile

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1. Introduction

Internationalization of businesses has become a common practice in the global market. This paper considers marketing strategy of Mulberry Company that intends to venture in to the Chinese market. Roger Saul with his mother founded this company in 1971 and later opened a factory in Somerset, England in 19731. The company begun as a British lifestyle brand well known for its leather products, including binocular bags, women’s wear, men’s wear, and footwear. The company has managed to open stores throughout the UK and in different foreign markets, such as Australia and the United States. In England, the company hired youths as trainees and later gave them a chance as employees. Mulberry has grown in number of employees, profitability, diversification, and assets. This report provides an analysis of the Chinese market in relation to the parent Mulberry Company to provide strategies for market entry.

2. International expansion strategies

2.2. Macro environment issues

2.2.1. Political environment

The political environment has various characteristics, such as taxation, internal relations, spending of the industry, and the stability of the government. The government of the republic of China is stable and offers much support for foreign investment to attract overseas investors. Taxation of foreign businesses in the country is not high because of their efforts to support foreign investment3. There are, however, regulations since the country is a member of Asia-Pacific Economic Cooperation. Thus, the company has to adhere to the rules of engagement.

2.2.2. Economic environment

The economic environment is associated with changes in interest rates, inflation of the economy, and the GDP. China is one of the greatest performing economies in the world. The GDP of the country experienced a 10.5% increase in 2010 from the previous years and later

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