Harvey Nichols is a store chain selling men and women fashion collections, beauty products, wine, food, and fashion accessories (Harvey Nichols, 2015). Harvey Nichols was founded in 1831 with the first store opened in Knightsbridge, London. The growth of the business has been phenomenal owing to increased demand and success in the regional and international market. The growth has seen the establishment opening four large stores in UK and Ireland in London, Edinburgh, Leeds, and Manchester, three small stores in Bristol, Dublin, and Birmingham, with a Beauty Bazaar in Liverpool (Harvey Nichols, 2015).Harvey Nichols also has seven international stores with the 8th store being scheduled for opening in Doha in 2017. The aim of the research is to analyze the internal and external environment of Harvey Nichols that will form a basis for the development of strategic options for international strategy, choice of the market for the 9th store, and allow determination of the marketing that will be appropriate for use by Harvey Nichols.According to a report published by Deloitte on the Global Powers of Luxury Goods the key markets, which were identified, including those that could be fastest growing, existing and emerging. These markets could further be classified as Asia, the Eurozone and the emerging markets. China and Japan emerged as fastest growing markets in the world for luxury goods, while countries in the Eurozone such as Italy, France, Germany and Spain were identified as markets with a huge existing consumer base. India, Russia and Brazil were identified as potential growth sectors (Deloitte, 2014). Under the international strategy, the study will provide an analysis of the growth, competitive, and segmentation, targeting, and position that will fit the needs of Harvey Nichols.Harvey Nichols success has been anchored onunderstanding social changes that have allowed the business to be successful despite social factors.
Harvey Nichols International Strategy