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Victoria Secret To Asia

Global Marketing Plan

Global Marketing Plan
Victoria’s Secret to Asia May 22, 2009

JCU

600 Upper Thomson

Global Marketing Plan

Table of Content
Company Profile
History
Mission
Products
Situational Analysis
Current Position
Current STP
Current Marketing Mix
Internal Environment
External environment
SWOT
Strength
Weaknesses
Opportunities
Threats
Victoria’s Secret go Global
Country Attractiveness Analysis
Competitive intensity
Singapore
Japan
Why Singapore?
Marketing Objectives
Marketing Strategy
STP
18 Market Entry strategy
Marketing Mix
Products
Marketing Implementation, Evaluation & Control
Implementation
Evaluation
Possible problem
References
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JCU

600 Upper Thomson

Victoria’s Secret

Global Marketing
I.Company Profile
History
Victoria's Secret is the leading specialty retailer of lingerie, operating more than 1,000 stores across the United States. Part of the larger organization Limited Brands, which is based out of Columbus Ohio, has built a superior form of brand recognition. Victoria's Secret has helped, perhaps more than any other brand, attract attention to the lingerie industry (White, 2004, p.1). The brand Victoria's Secret virtually monopolizes the lingerie business in malls all across the United States. Roy Raymond established Victoria's Secret in San Francisco during the early 1970's. The concept was to establish a cozy, inviting atmosphere similar to that of a Victorian boudoir (White, 2004, p.1). Roy's Victoria's Secret, consisting of three stores and a catalog business, was acquired by Limited Brands, among some controversy, in 1982. Many incorrectly believe that Victoria's Secret was of British heritage, an image which some say was perpetuated by its parent company (White, p.1). By the early 1990s, Victoria's Secret had become the largest American lingerie retailer topping one...