Global Marketing Strategy for Coles in Japan

RUNNING HEAD: Global marketing strategy
Global marketing strategy

Global marketing strategy
Table of Contents
Introduction.................................................................................................................................................3
Marketing opportunities..............................................................................................................................3
Elements of the global marketplace and its impacts....................................................................................4
STP strategies..............................................................................................................................................6
Market Entry modes....................................................................................................................................8
Recommendations.......................................................................................................................................9
Conclusion...................................................................................................................................................9
References.................................................................................................................................................11
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Global marketing strategy
Introduction
The primary aim of this task is to discuss about the international marketing plan that
implemented by Coles to expand and explore the business in Japan. Coles is one of growing
retail and Supermarket Company, well known for its outstanding quality of retail products and
services. Coles has decided to expand and flourish the business functions in Japan to attain
competitive benefits. The assessment 1 has provided the ample of information about the
marketing opportunities, pestle analysis, SWOT analysis and organizational analysis. It is the
continuation part of assessment 1 that discusses the marketing mix strategies and their impacts
on the business activities. Furthermore, the paper also outlines that how Coles uses segmentation,
positioning and targeting strategies to capture entire target audience in the Japan. The marketing
entry modes such as exporting, licensing, strategic alliance and foreign direct investment also
have been discussed in the task. At the end, some recommendations have been given to perform
business functions effectively in Japan. More detail of the task has been discussed below.
Summarization of assessment 1
The assessment 1 discussed about the business opportunities of Coles that can be taken while
initiating business activities and operations in Japan. The paper also explained that how business
factors could affect the growth of the firm adversely and positively as well. Coles is a retail
supermarket Company who provides grocery products to the customers across the world. Coles
has decided to expand its business functions in Japanese market. Pestle and SWOT analysis also
explained in the assessment 1 that helps in identifying risks and threats of the new market.
Before entering in the Japanese market, firstly the organization needs to focus on the external
challenges, opportunities and competitors. A brief information about segmentation, targeting and
positioning also had been discussed in assessment 1.
Screening of marketing selection
Screening is a most of the significant process to identify and measure the issues and challenges
of the foreign market. As the same way, Coles will use screening process to enter into the
Japanese market. Preliminary screening is done by the company before entering into this
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Global marketing strategy
country. Along with this, economic growth, marketing opportunities, competitors, and behaviors
of the consumers need to be considered while expanding business in Japan. Aside this, Coles
would use various marketing tools such as SWOT, Pestle, porter diamond model and STP
strategies.
Stages of overseas market selection process
There are five stages that can be used by Coles for entering into the Japanese market which have
been discussed below.
Country identification: In this stage, Coles decides to explore its business functions in Japan
for earning more revenue and returns. Effective and unique resources, technology and manpower
can be used by the company in Japan. Along with this, communication is effective and unique in
such country therefore, the company can take lot of benefits by expanding business
(Marketingteacher, 2018).
Preliminary screening: It is the second stage in which general screening done by Coles.
Various factors like current stability, macro environment factors, level of domestic consumption,
and exchange rates need to be considered in this stage.
In-depth screening: It is feasible and unique stage to capture the entire target market in foreign
country. The firm uses segmentation, targeting and positioning strategies are initiated by Coles to
analyze and identify the behavior and needs of the customers (Marketingteacher, 2018).
Final selection: In this stage, managers decide strategic goals and objectives for Coles to
increase profit and outcomes. The company also focuses on the domestic and close competitors
to stay in the Japanese market.
Direct experience: In this stage, personal experience is significant ad effective. The managers
directly visit to the country to experience and understand the culture, regulations and business
practices (Marketingteacher, 2018).
Objectives
The marketing and financial objectives for Coles have been discussed below.
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