In some former key markets, such as the US, Polaroid has still not reached a satisfactory level for image and market share. Other geographic regions (e.g. South America and Asia) also offer further potential that has not yet been conquered.
The management of Polaroid Eyewear constantly considers how it can utilize the high brand awareness of the Polaroid brand for further international expansion.
As an international marketing consultant you are asked to provide an assessment of Polaroid Eyewear’s opportunities for achieving a global comeback with its iconic Polaroid sunglasses brand. You are specifically asked the following questions with approx. % Effort / Focus:
1. Make a comparison of the competitive strategies and competitive strengths of Luxottica Group and Safilo Group on a company level – before and after the Polaroid Eyewear business became part of the Safilo Group at the beginning of 2012. 50%
2. The new marketing strategy of Polaroid has worked well in the UK and its other markets. Should the Polaroid brand strategy just repeat in the new territories what it has done in UK, or should it do it differently in other international markets? Why? 50%
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Doole, Isobel and Lowe, Robin (2012). International Marketing Strategy, Sixth Edition. Cengage Learning. ISBN 9781408044070
Ghauri, P. and Cateora, P. (2010) International Marketing 3rd Ed. McGraw-Hill
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