Global Trade Distribution Processes Dissertation

Global Trade Distribution Processes - Dissertation Example The company continues to enter new geographical markets is expanding its presence in already existing markets. The company use a distinct strategy concerning entry into a market for every new market and aims to promote the sale of its jewelry products and establish itself in a very short time with efficient brand positioning in the market. In markets that are well developed, PANDORA develops its market presence by using the current retail outlets that are available to it. However, in emerging markets, the company uses branded points of sale of the company, which are directly operated, and franchise in nature. For example, in 2009, PANDORA was able to gain access to a variety of markets and also prepared an entry into other markets. The markets included-Croatia, Indonesia, China, UAE, Turkey, Taiwan, Serbia, South Korea, Ukraine, Philippines, Japan, Malaysia, Italy, and Russia. A number of the markets were recorded to have high market potentials. In each of the potential markets in the different countries, PANDORA adopted different strategies to enter the market. In Russia for instance, PANDORA gained entry into the market by entering into a Master Distribution and Franchise Agreement with the country. It was programmed in such a way that the expansion of the retail market was based on a cluster strategy linked to geographical locations with an aim of optimizing the exposure of the brand. The focus was initially placed on St. Petersburg and Moscow and in 2010, 6 other concept stores were unveiled. PANDORA gained entry into the Italian market in July 2010.This was a big step because by doing so, it had gained entry into a market that is termed as Europe’s biggest market for fine jewelry. The company was based in Milan, their strategy involved visual merchandise and a team of sales representatives with an aim of covering the market through the use of points of sale that are a multi-brand. PANDORA was planning to sell products through 362 white stores, 70 silver stones, 7 gold stores, 1 concept store, and 12 shop-in-shops.