International Marketing on Rolex

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i. Conduct a PESTLE using current data to determine the present state of Brunei. Consider the economic situation as well as the cultural dimensions with relation to Rolex. The relevant PESTLE factors need to be analysed in relation to ROLEX and how/why they would affect the operation of ROLEX in Brunei. Just listing the factors is not sufficient. Further to this, a brief assessment of the level of competition from other related firms that Rolex could expect. Sources used in this section should all be from the last five years and from reputable sites. You must use this data to justify whether or not Rolex should enter the market.

ii. Identify the current target market for Rolex, with reference to theory to justify why this is the target, and relate this to the Brunei market i.e. how many people fall in the targeted group(s) and analyse whether you believe the market in Brunei is sufficient to justify entry. You must support these figures with current research/sources.

iii. Consider 1 possible market entry method and discuss this in terms of advantages and disadvantage for Rolex (sources must be cited). Critically analyse this method in detail including justification as to why other methods are not suitable. Look at the methods that Rolex have used in other countries and how successful they were there and consider/analyse whether the same approach would be suitable to Brunei.

Special requirements

On successfully completing this assessment, students should be able to:

1. Demonstrate a critical understanding of the nature of the global environment, major trends,

affecting the global decision, and the different social and cultural conventions which affect buying

behaviour, strategic marketing policy and marketing mix approaches

2. Critically evaluate market entry strategy process and the challenges within international



Rolex SA is a Swiss luxury watch manufacturer based in Geneva, Switzerland. Rolex is considering entering the Brunei market. You are required to:-

i. Critically analyse the target country’s marketing environment (i.e. opportunities/levels of risk) to justify why Rolex should (or should not) enter this market by using credible secondary research and applying relevant theory.

ii. Identify and justify the target market.

iii. Identify the market entry method Rolex should use to gain entry into the Brunei market. You

must justify your selection by critically evaluating the issues that would impact on the choice of entry.


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