| Category | Coursework | Subject | Marketing |
|---|---|---|---|
| University | Oxford Brookes University | Module Title | MARK7018 Sustainable Global Marketing Strategy |
The strategic marketing blueprint developed by the team for Mulberry Bayswater’s entrance to the Turkish market is a clear and achievable plan for the brand’s further expansion (Erol, 2019). The International Marketing Plan is developed to help the brand overcome multiple readiness and remain compliant with governmental and legislative aspects, as well as effective market demand. The global luxury handbag market is undergoing profound changes, ranging from sustainability and meaningfulness for consumers to digitalization and personalization of experiences. The decision to internationalize represents one of the most pivotal moments of any brand’s path in its lifetime. As evidenced by the International Marketing Plan outlined in this document, the prospective launch of the Bayswater in Turkey has a strategic blueprint that seeks to dominate a large portion of the Turkish luxury market. Prioritizing sustainability, ethical measures, and cultural relevance, Mulberry has undertaken the necessary market analysis and strategic entry options to ensure the Turkish consumer will be captivated.
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