International Marketing Mix Tutbury Crystal Analysis and Essay

International Marketing Mix Tutbury Crystal Analysis and Recommendations - Essay ExampleA family owned business that churns out the highest quality of cut glass and allied products that come under the life-style category, Tutbury is a name to reckon with. It has a rich heritage in customer management. Given its register and the prestige attached with owning pieces produced by this company, it would be a tough job to market this effectively in a region where little would be known about this exclusive brand without appropriate customer management.In this regard, it is imperative to loosely define international market before moving on. International marketing is that sphere of activities that is nominateed at introducing a product in a awkward or group of countries with the aim of creating sales and some amount of awareness regarding the brand. (Bennett et al, 2002) Therefore, for a lifestyle product like crystal, what better than a country where lifestyle solutions are becoming a rage and the norm of the day - India.This Asian country is fast moving away from its traditional colonial bearings to discover style and charm in urban living. The refreshful generation in India does not mind doling out that extra amount of cash to spend on good lifestyle products that will make a statement about their homes, lives and times. Welcome to the new Indian - Sassy, stylish and very, very choosy. (Fernandes, 2000)About TutburysBorn and marketed during the 1920s to the 1960s, Tutburys was named Thomas, Webb and Corbett to start with until it was known by its indicate name in 1984, owing to the spot of it factory which was in a 15th century liquidation named Tutbury. 2006 saw a strategic move on Tutburys part where its factory chose to be based at Stroke - on - Trent, instead of Tutburys. The branding of Tutubrys has been largely based on norms that revolve around exclusivity and a certain amount of mystery with the nitty gritties of the company. The basic finding that this paper will work on is that Tutburys has capitalised on the lifestyles of a certain section of people so as to form a brand individuation of its won.In case of the consumer base enjoyed by the company, there is a sharp segmentation in basis of the target group. The basic target group of the company includes people in the upper income group startle from the age of 30 and above. Further, the people who have retired and are in the age group of 50 and above, attend as a major source of profitability. Another important source of income for the product is the Internet. Therefore, the important division in the application of the entry point strategy for Tutburys is to recognise the age and income groups that predominantly define the demographics in India, before going on to carry out segmentation and reach suitability in footing of the marketing mix. In this case, the entry point strategy may be used as a preliminary process that will help develop the marketing mix. This entry p oint strategy has been delineate throughout the paper in the various chemical elements of the marketing mix so as to find a suitable base for segmentation and subsequent brand positioning.Entry Point StrategyThe first element when entering a new market is the risk factor. For Tutburys there has been a strategic management of