Company Analysis Assignment: Toolstation

Running head: TOOLSTATION IN AUSTRALIA
TOOLSTATION IN AUSTRALIA
Name of the Student:
Name of the University
Author Note:

1TOOLSTATION IN AUSTRALIA
Table of Contents
Introduction:...............................................................................................................................1
SWOT analysis:.........................................................................................................................3
CAGE analysis:..........................................................................................................................5
Market entry modes:..................................................................................................................7
Justification of choosing joint venture:......................................................................................7
Generic international strategies:.................................................................................................8
Recommendation:......................................................................................................................9
Conclusion:................................................................................................................................9
References:...............................................................................................................................10

2TOOLSTATION IN AUSTRALIA
Introduction:
In quest of effective business expansion, organizations have to focus on various
market entry strategies by evaluating the psychological and cultural backgrounds of target
customers. Toolstation is one of the most recognizable brands of UK especially famous for
its online trade tools, accessories and hardware products. Before expanding the entire
business process in the market of Australia, the business experts tend to make an effective
SWOT analysis and CAGE analysis for identifying strengths and weakness of the brand. The
study has provided an in-depth overview about the market entry strategy that Toolstation has
selected in order to grab the attention of Australian customers. The study has focused to
provide major recommendations on how to improve market entry strategies of Toolstation.
 Aims and objectives: To analysis the market entry strategy of Toolstation from UK to Australia To analyse environmental factors for identifying market threats and opportunities To provide major recommendations for improving market entry strategy
 Mission and vision:
Toolstation’s primary mission is to expand their entire business process in various
geographical boundaries. As per current business scenario, the organization has aimed to
enter in the market of Australia from UK by rendering innovative service method and
superior quality of products.
 Organizational structure:
Toolstation is primarily constituted with four major managerial departments
including finance department, human resource department, operation and logistic sector.
Around 200 branches are available all over UK. This specific organization has not

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international experience so far. More than 11,000 products are included within the services.
In addition, the organization is dealing with around 2273 employees.
 Strategic business unit:
Toolstation is a complete autonomous division of a large company that operates an
independent enterprise with the responsibility of specific products and activities.
 Current location of the company:
UK is the current location of the company where the business experts have expanded
around 200 branches.
Yip’s key drivers:
According to George Yip, there are four principal drivers of internationalization that
can assist the companies to generateprospective to penetrate a huge global markets by
introducing more comprehensive policies. The four main drivers for globalisation are market
drivers, cost drivers, competitive drivers and government drivers (Grant 2016).
Market drivers sketch the procedure of progress of the outlines of consumer conduct
distribution, counting the ranges to which the customers’ needs assemble around the world,
locating of consumers in the general basis along with the global systems of circulation
development. It discloses the fact that the marketing podiums are transferrable therefore the
lead nations where most of the modernisations take place can be identified (Panwar et al.
2016). In Toolstation’s case, it will be approachable and prevalent for the higher as well as
middle class of Australia.
Cost international drivers outline the opportunities for the world-wide scale
economics, obtaining competences and reflecting the discrepancies in costs among the
markets of various countries along with their technological advantages. These help to contour