Question

Bronner’s Christmas Store is one of the largest in America. Bronner’s currently has one store located in Frankenmuth, Michigan. Bronner’s has decided to open up a second store in Heidelberg, Germany. Reflecting on each chapter in our textbook, respond to each of the following questions as though you were hired to be a consultant to Bronner’s.

Describe your marketing strategy for the European market.

Answer 1

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According to me, as a consultant for Bronner's Christmas Store, my description for marketing strategy for the European market would be as follows:

1. Using internet marketing and social media on a large scale:

For European markets, I would recommend using the internet and social media at a massive rate because of an increase in its usage, and an increase in people's reliance digitally.

2. Market segmentation: There is a need to segment the market according to the target customers, and there is a need to make policies or strategies according to them only, because the market there is heterogeneous, and the interests and preferences of one group are totally different from another. So there is a need to conduct proper market research before entering the European market.

3. Understanding the locality: Without understanding the locality, and among that, a full assessment of our target market, it would be nearly impossible to attract target customers. There is a need for knowledge of local languages and their culture, and for that, I would suggest getting into partnership or a contract with a local partner in the market.

4. Assessment of competition and adaptation: There is a need to properly assess the level and type of competition already prevailing there, and their strategies and policies. If required, we can change and adapt any alterations in our strategies also, even in respect of prices or quality of the product.