International Retailing was the final module in second year. International retailing module consisted of the introduction into internationalisation strategy, with a specific focus on market entry methods. We each chose our own brand - mine being Kylie Cosmetics, through my interest in make up and her brand at the time was extremely current and new. 

 

The main outcome in this module was to articulate and justify an internationalisation strategy in a written business plan for Kylie Cosmetics which was to include the contextual issues surrounding internationalisation such as: cultural proximity, push pull factors, as well as stages of internationalisation. 

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Kylie Cosmetics chosen market entry method was becoming a concession in Selfridges for the UK market. Taking into consideration and researching in depth the UK beauty industry as well as the target demographic. I looked into Kylie Cosmetics in depth for their products, marketing strategy and the Kardashian family influence in popular culture.

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This module prepared me for my final year by applying the following competencies: research skills, introduction to critical thinking and self-evaluation, developing academic writing and advancing referencing knowledge.