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

Daniels & et al., (2018) states that the five marketing orientations are: production, sales, customer, strategic marketing, and social marketing. The one that applies the most of Tommy Hilfiger would be strategic marketing. Strategic marketing indicates to adapting to consumers, while not shifting from what the company does well. The goal is to seek value from the customers perspective to build long-term relationships and maximize profits. (Bradley, 2003, p. 18). In this case, Tommy Hilfiger had to adapt to each market and change their strategy to reach more customers. For example, the company discovered that the European customers were older than those in the U.S., therefore, they adapted to reach that group by renaming their Jean collection.

The chapter explains five elements in the marketing mix (product, price, promotion, brand, and distribution). In which of these have Tommy Hilfigers operating practices been the most standardized globally? Explain why this has been possible and desirable.

The operating practice that is most standardized globally is product. Theyve created different pieces of clothing for targeted groups, such as wool sweaters for Europe and vibrant colors for Italy but have stayed true to their brand, offering quality products at a lower price than other high-end designers. Price varies depending on the market. Daniel & et al., (2018) mentioned that European department stores had higher margins than those in the U.S. The same is for promotion and branding since the company is appealing to a different age group. Distribution is also different in Europe. The company found more success in sending small amounts to small stores, rather than sending large inventories to department stores like they do in the U.S. (Daniels & et al., 2018). However, though theyve needed to adjust to different markets, Tommy Hilfiger continues to offer the same products theyre known for.

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