Harvey Nichols International Marketing Strategy


Table of Contents

  • Executive Summary
  • Introduction
  • Situational Analysis
    • PEST Analysis
    • SWOT Analysis
  • Summary of key issues and challenges
    • Market Attractiveness
    •  Strategic Options
  • Strategic Options & Recommendations
  • Strategic recommendations for market selection and market entry
    • Market Selection: Tokyo, Japan
    • Market Entry Strategy: Flagship store
  • Marketing Mix
  • Summary
  • References
  • Appendices
    • PEST Analysis
    • SWOT Analysis

Executive Summary

Harvey Nichols establishment in Knightsbridge in 1831 formed the basis for the formation of an international fashion business that has thrived over the years. The recent announcement of the eighth international store planned for opening in Doha, Qatar shows the extent of growth and success of the company. The report offers an in-depth internal and external analysis of Harvey Nichols forming the background of developing a situation analysis of the business. The situation analysis provides a framework for recommendation of internationalization strategies for the business, proposal of a location for the 9th Harvey Nichols store and the marketing mix relevant for the proposed market segment and area.


Harvey Nichols is a chain of shops offering apparel lines for men and women, makeup items, alcohol, snacks and fashion accessories (Harvey Nichols, 2015). Harvey Nichols was founded in Knightsbridge, London, in 1831, where the first shop opened. Because of increased demand and popularity in the regional and foreign markets, the performance of the organisation was tremendous. The expansion has seen the launch of four major supermarkets in London, Edinburgh, Leeds, and Manchester in the UK and Ireland, three small stores in Bristol, Dublin, and Birmingham, and a Beauty Bazaar in Liverpool (Harvey Nichols, 2015).

Harvey Nichols now has seven foreign outlets, with the launch of the 8th store in Doha in 2017 expected. The goal of the study is to examine Harvey Nichols’ internal and external climate, which will shape the foundation for the creation of strategic alternatives for foreign strategies, the preference of the 9th store sector and the determination of the messaging that Harvey Nichols will be willing to use.

The main markets that have been established, according to a study released by Deloitte on the Global Forces of Luxury Products, are those that may be the fastest rising, current and developing. In addition, these economies may be listed as Asia, the Eurozone and developing markets. China and Japan have emerged as the world’s fastest-growing luxury goods markets, whereas euro-area countries such as Italy, France, Germany and Spain have been listed as having a strong established customer base. As potential growth sectors, India, Russia and Brazil were listed as (Deloitte, 2014). The study will include an overview of the expansion, competition, and segmentation, targeting, and positioning within the international strategy that will suit Harvey Nichols’ needs.

Harvey Nichols International Marketing Strategy

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