Global Expansion Strategies for Jiffy: India vs China

Business and
globalisation

Executive Summary
Global expansion is beneficial for any organization because it provides opportunity to
gain higher profitability. Jiffy is online supermarket company in UK offering fast delivery
services to consumers. China and India are two possible markets for international expansion
because of economic opportunities present in these countries. In context of present company,
various strategies such as franchising and licensing can be adopted to expand into China or India.
From analysis of political, competitive environment and internationalization divers India and
China it is analysed that the most appropriate country for expansion for Jiffy is India. Joint
venture strategy can be used by the firm for entering the market and the firm can also use cost
leadership strategy to maintain strong competitive positioning in India.

Contents
Executive Summary.........................................................................................................................1
Contents...........................................................................................................................................2
1 INTRODUCTION........................................................................................................................4
2 Jiffy Overview..............................................................................................................................4
3 The Global E-commerce Supermarket Industry...........................................................................5
4 The Importance of Global Trading...............................................................................................6
4.1 International Drivers..............................................................................................................8
5 Expansion Opportunities in India and China................................................................................9
5.1 India Overview......................................................................................................................9
5.2 China Overview...................................................................................................................10
6 External Environment PESTEL..................................................................................................10
6.1 PESTEL Analysis of India and China.................................................................................10
6.2 Entry into India or China.....................................................................................................13
7 Competitive Forces.....................................................................................................................13
8 Porter’s Generic Strategies and Ansoff Matrix..........................................................................14
9 Entry Mode and Market Selection..............................................................................................16
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19
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1 INTRODUCTION
Globalisation is process of growing independence among the world's economies and
culture due to cross border trade of goods and services. Globalization enables the local
organisation to buy and sell and their products and services apart from their national borders. It is
the most important and valuable methods which helps to start international trade. There are large
number of benefits are present for international trade which not only enjoyed by businesses but
also enjoyed by nation and their economy. It helps to improve cross border relationship with the
help of common benefits of international business.
Jiffy is an online E-commerce organisation which is taken here for global expansion and the
countries which are selected are India and China. The report helps to understand the impact and
importance of global trade. In addition to this overview of the selected company in context of
globalization is provided in this report. After this, report includes application of different
strategies which can be used to enter the specified market. The last section of report includes
findings and suggestion to selected organisation in regards to entering a new market. The market
which is selected for global expansion of Jiffy is India.
2 Jiffy Overview
Figure 1: Jiffy Logo from Website
(Source: Jiffy Grocery, 2022)
The organisation which is taken here conduct this report is Jiffy which is a London based
organisation and conduct their business locally. It is an Online supermarket which provides
facility of providing fast delivery of their products to the customers. The customers of the
company can order the present essentials and grocery from the application of organisation and
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get the ultra-fast delivery of their products. The company was founded in the year 2020 by
Vladimir Kholiaznikov and Artus Shamalov with an aim to provide quality services to the
customers. The management of company raises £23.2m since their establishment which is one of
their achievement. The concept of business is very unique and effective which becomes the
reason for attraction of investors towards the organisation (Trindade d’Ávila Magalhães, 2018).
3 The Global E-commerce Supermarket Industry
Figure 2: Global Online Grocery market
(Source: Online Grocery Market Size, Share & Trends Analysis Report By Product Type (Fresh
Produce, Breakfast & Dairy, Snacks & Beverages, Staples & Cooking Essentials), By Region,
And Segment Forecasts, 2022 - 2030)
From the above graph it is determined that the global Online grocery market is highly
valued and divided into different segments such as fresh produce, breakfast and dairy. Jiffy
offers consumers faster method of purchasing different grocery products without compromising
on quality of the products. This means that the respective company can earn high profits by
expanding to international market as it has extensive collection of grocery products deliver right
to he doorstep of the consumer.
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