International Business Strategy for Debenhams

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Degree Title: Global Business (Top Up)
Level: 6
Module Title: International Business Strategy
Module Code: 301LON
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Word Count: 2,452
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Date of Submission: 17th December 2018

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INTERNATIONAL BUSINESS STRATEGY
https://www.debenhams.com
Module Name and Number: 301LON International Business Strategy
Module Tutor:
Student Name and Number:
Word Count: 2,452

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Table of Contents
Introduction................................................................................................................................3
Choice of the product and service..............................................................................................3
Internal and external analysis.....................................................................................................4
MACRO Environment Analysis................................................................................................6
Mode of entry into the international market..............................................................................9
Challenges faced in entering the international market.............................................................10
Conclusion................................................................................................................................11
References................................................................................................................................13

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Introduction
The international business strategy can be used to focus on exporting products and services in
the foreign markets. The company striving to expand internationally can try this strategy. It
refers to guiding commercial transactions taking place in different countries. This report
includes an international business strategy of Debenhams which is a British multinational
retailer. Debenhams was established in 1778 by William Clark. Its store has located in 44
Wigmore Street in London's West End selling exclusive fabrics, caps, gloves and sunshades.
In the year of 2007, a corporation acquires 9 stores from Roches in the Republic of Ireland. In
the year of 2009, Debenhams acquires Magasin du Nord and the prominent department store
chain in Denmark. The company is thinking to expand its operations in Nigeria and India.
Debenhams has a biggest department store in UK, Denmark, and Republic of Ireland
(Debenhams, 2018). Debenhams offers its clients an exclusive, differentiated and special
combination of own brands along with the global brands. This report comprises the internal
and external analysis of the Debenhams. Out of which SWOT analysis represents the
strength, weakness, opportunities, and threats of the company. The macro environmental
analysis includes the pestle analysis of Nigeria. The modes of entry chosen to enter in the
Nigerian market are joint ventures, FDI and acquisition (Agho, et. al., 2018).The report also
includes the challenges to be faced by the country while entering the Nigerian market.
Choice of the product and service
Debenhams deals with all products and brands. The company operates in 3 different
divisions. Out of which one is department stores distributing with all products. Desire stores
are minor and make available accessories, children swear, health, and beauty. The last one is
license stores which run globally only. Its major objective is to please customers by offering a
series of distinguished products and services (Ewetan and Ese, 2014).
Debenhams makes available a series of diverse products like women’s wear, lingerie, home
ware, health, beauty and more. The brand portfolio comprises company possessed brands like
Mantaray and Bluezoo (Debenhams, 2018). 25 brands are designed by the Debenhams itself
only. The website is also available for online shopping. The company aims to make available
specifically women wear as a product in the market of Nigeria.