Victoria's secret enters Argentina ( Retail marketing plan) Assignment

Victoria's secret enters Argentina ( Retail marketing plan) - Assignment Example The current marketing strategy of the company has a very high reliance on the latest trends in advertising such as Facebook and the internet. The marketing objective is to develop a positive growth of over 15% in the coming two years. The segmentation, targeting and positioning of the company has been labelled as targeting the female population in the Argentine market, position itself in the right segment (geographical) and attract the entire female population to its products. The entry strategy will be through exports at the initial levels and then use mergers and acquisitions as well as franchising to develop faster into the new market. With both internal and external controls, the company hopes for a successful venture into the Argentine market. Retail marketing strategy refer to expansion of already established retail stores, the goods therein and the relationship that is created with the customers (Ferrell & Hartline, 2012, p. 34). All these established stores must make decisions about their details in the market as well as the marketing mix to concentrate on. A business strategy must therefore put in consideration all the factors that must be considered before a market is considered for supply as a retail store. Large retail stores may choose to venture into the international markets by virtue of expanding their sales. Victorias secret is the largest company in America specialising in making ladies’ lingerie. Founded in 1977, the company makes women’s’ wear and has progressed to an extent of planning to venture into new markets it has never operated in. This report seeks to establish a retail marketing plan of Victorias Secret Company in its bid to venture into the Argentine market. In view of this, it will make an analysis of the Argentina market structures with special focus on the culture of the country given that the company operates in the cloth line retail industry. A situational analysis will be carried out to