Executive summary

figure 2 The aim of this report is to create a global marketing plan for a product of a fashion company chose by ourselves, in a new country. The product chosen was a short leather jacket from The Kooples Paris brand. Is a modern trendy French fashion retailer that operates in more than 36 countries, which headquarters are in Paris and the goal is to open a new store in Malaysia, in the capital, Kuala Lumpur city. This report will include the STP of the brand to identify the target costumer and the competitors in the new country; the SWOT analysis to identify and explain the strengths, weakness, opportunities and the threats of this fashion brand and an explanation of a marketing promotional strategy for the new jacket and further enlarge overseas success