Assessment 2 International Marketing

Assessment 2 International
Marketing

Table of Contents
Contents
INTRODUCTION...........................................................................................................................3
Section 1...........................................................................................................................................3
Trends in the environment and market for the sector.............................................................3
The market structure for the sector ........................................................................................4
Section 2...........................................................................................................................................5
Summary of product and market focus, including reasons for the company’s domestic,
regional and international success to date..............................................................................5
Basis of current competitive advantage..................................................................................6
The strategic marketing challenges it is likely to face as it aims to improve its international
competitive position...............................................................................................................7
Section 3...........................................................................................................................................8
Recommendations on how to build sustainable competitive advantage in the future............8
Implementation actions that will be critical in building competitive advantage....................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
International Marketing is a referred to the performance of business that is used to design
price, place, promotion, sustained flow of goods and services within an organisation. It is
perceived within the business as per concern of customer satisfaction and its attentiveness
(Cateora and et. al., 2020). The marketing is process that is used to reconcile the working
operation and function at global level so that company not only get platform but also offer
suitable opportunity for growth and development on repetitive manner.
The report below is based on Morrison’s as it is an international supermarket retailer with
having largest chain in UK and having a headquartered in Bradford, West Yorkshire, England.
Morrison’s was established in 1899 by William Morrison and now having its store in 494
number of location with 110000 number of employees and deal with diverse range of products
and services such as books, magazines, Food and drink, clothing, CDs and DVDs. The company
expands its working and operation in Thailand and for that get support of both online platform
and wholesale business as well.
The report below comprises of trends in environment and market structure, summary of
market focus and product along with recommendation to enhance sustainable competitive
advantage.
Section 1
Trends in the environment and market for the sector
The retailing market measure certain bump and the trends within retailing induce long
term impact over its sustainability. The usage of intelligence brings significant changes over the
implication of potential changes so that moderate lead is maintained within Morrison’s under
which both offline and online ordering is processed with easiness (Gomes, Sousa and Vendrell-
Herrero, 2019). The food service and its delivery of Morrison's are expected to induce long term
growth and development as it is the most likely concept of many of customers. In concern of
today's condition due to pandemic, the industry services get fuel and measure a sustained growth
over its delivery under which consumer seek and its attentiveness get controlled in limited basis.
The growth and development of supermarket stores advanced with the time as its takes a suitable
increment within trading and its respective performance.
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The supermarket will target takeaway: The leading retailing industries used to offer a
long term ordering and as the time passes it also become even wider. The customer always
attracted towards the store where a diverse range of products and services get collect within
affordable prices along with that if there is a home delivery than it become even more adjustable
and it is the only reason behind the market growth and advanced market share of the companies.
The consumer always seek to enhance the takeaway as in this both short and long term run is
completed with reluctant. For instance, the hygiene concern is also being partnered in Morrison's
chain so that working aggregators better delivery and effective services to its wider extension. It
enlarges the offering and its spectrum so that working requirement and its potential encompass to
reconfigure the excess and utilised form of space.
Discounters will benefit from recessionary impact: It is also being known as the seismic
event within this retailing industry get rise in its discounters that induce significant advancement
over physical expansion. In assist the Morrison's to maintain unrealistic expectation and growth
that forecast sustained implication with this customer felt easiness through operation sites of an
organisation (Leonidou and Hultman, 2019). It enhances the customer satisfaction and also
advances the employment rate as discount and distribution channel offer suitable range of benefit
to all.
The market structure for the sector
The market structure of retailing industry is basically used to predetermine the oligopoly
form in this interdependency and dominate form of service flow is deprived in clear manner. The
interdependence is related to the way that profound the firm and affects the output and price as it
clearly tends to remain rigid and staggered towards the economy of scale.
Oligopoly market is basically define as the perfect dominance and competitive schedule
in this the other firm is not able to get entered as Sainsbury, Morrisons, Tesco and Asda having a
share of 75% of market share that consequently influence the consumer to reduces the price,
quality service excellence and unprincipled collusion with this competition rate get shortage.
Geographic spread of products: The product and services must get processes as per the
likeliness of the market and that is dependent over geographic basis (Kowalik and Danik, 2019).
It provide clear opportunity to the business with this management worked to acknowledge
individual age, likelihood, living standards, income level and many other factors as well. Thus
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