Global Expansion Strategy for Ele.me

STRATEGIC
REPORT
FOR
GLOBAL
EXPANSION

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Select country attractiveness or competitive strength matrix for an organisation..................3
Develop the Organization Entry Modes.............................................................................5
Develop the organization exit mode....................................................................................6
The summary of their 5 years plan of their organization in new market.......................7
CONCLUSION...............................................................................................................................8
REFERENCES:...............................................................................................................................9
Books and Journals.................................................................................................................9

INTRODUCTION
Global expansion refers to the process of expanding the limits of business in different
boundaries around the world. It is necessary to offer products and services in new countries so
that business can effectively grow and develop in desired manner. Global expansion helps
companies in gaining opportunities and competitive advantages which results in well stab list
meant of brand image in lucrative overseas market (Huo and Chaudhry, 2021). This report is
based on Ele.me which food is ordering company based on online platform. It was established in
2008 by Jack kang and Mark Zhang. It is headquartered in Shanghai, China and its parent
company is Alibaba group. This report will include potential of international markets by
analysing the attractiveness and competitive is strength matrix of an organisation along with
there is steps taken for the construction of Matrix. Different entry modes and exit modes are
discussed which organisation opt in order to enter in new market are also discussed in this
report. Summary of five-year plan is also provided in context to the organisation which enter in
new market is also included in this report.
MAIN BODY
Select country attractiveness or competitive strength matrix for an organisation.
1. Organisations a measure country attractiveness before they expand their business in new
countries so that they analyse the profitability level. It helps in taking various is strategic
decisions so that companies can identify suitability for expansion according to the
external business environment is of particular country. Ele.me is a food delivery
company which operate their services through online platform. They are planning to
expand their business in new countries for their growth and expansion (Verbrugge and
Geenen, 2020). They have chosen UK for global expansion in order to offer their
services and products. Managers of Ele.me study the market of UK so that they
understand cultural differences, legal and regulatory policies, business case and foreign
government considerations so that they can smoothly operate their business in
international market. Before expanding business in global market El.me uses competitive
matrix so that they can analyse their competitiveness in UK. With the help of Business
Environment Risk Index (BERI) it is evaluated the business environment of UK support