Hello Class,

The chapter explains five international marketing orientations. Which one most applies to Tommy Hilfiger? Explain why.

There are five international marketing orientations: production, sales, customers, strategic market, and social marketing. The marketing strategy that applies the most to Tommy Hilfiger is Strategic Marketing orientation. Tommy Hilfiger places a strong emphasis on marketing around the world, advertising has been a cornerstone of Hilfiger's success, depending on multimedia campaigns that include indoor and outdoor print placements, digital and social media promotions, and websites. (Daniels, Radebaugh & Sullivan, 2018, Ch. 17, pg. 465) Tommy Hilfiger has always been notorious for their brand advertising, from ads on magazines, newspaper to using major celebrities, Hilfiger has always found a way to bring attention to their brand, they try different strategies in Europe and other international markets, ultimately finding the strategy that works in each market.

In which of these have Tommy Hilfigers operating practices been the most standardized globally? Explain why this has been possible and desirable.

The Tommy Hilfiger's operating practice that has been the most standardized globally is market mix. Tommy Hilfiger products are not standardized globally because they try to accommodate to each foreign consumer market. "As the company moved internationally, it learned that applying every U.S. marketing strategy abroad did not work because country markets are very different" (Daniels, Radebaugh & Sullivan, 2018, Ch. 17, pg. 465). the advantage of not having a standardized product globally is that prices cannot be standardized either, given the company an advantage since distribution and promotions vary in all markets.

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