Global Marketing: Market Analysis of Wesfarmers in Chinese Retail Sector

Running head: GLOBAL MARKETING
GLOBAL MARKETING
Name of the Student:
Name of the University:
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GLOBAL MARKETING
Executive Summary
Global marketing is identified as a process of selling products at the global level and primarily
incorporates overall process of execution, strategizing, producing as well as promoting a
company’s products and services in worldwide market. The process of global marketing is
particularly crucial for products which constitute a universal prominence and demand such as
retail. Wesfarmers one of the most prominent organizations in conglomerate sector of Perth has
been essentially focusing on global expansion to sustain its recognition and value in international
market through an offshore acquisition. Wesfarmers has been continuing its investment in its
recently formed business development office in Hong Kong, China to facilitate the organization
with direct investment and further establish the ground to expand its internal competencies to
efficiently accomplish offshore deals in Chinese retail market. The paper has provided a
comprehensive study on the market analysis of Wesfarmers in the Chinese retail sector and
further understands threats and demands of the retail market.

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GLOBAL MARKETING
TABLE OF CONTENTS
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Market Analysis...........................................................................................................................3
Consumer Segmentation..............................................................................................................5
Foreign Investors Experiencing Restrictions and Competitiveness in Chinese Retail Sector.....6
Product/service profile.................................................................................................................7
Market entry.................................................................................................................................8
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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GLOBAL MARKETING
Introduction
Global marketing is referred to the process of regulating marketing strategies of an
organization to adapt to the prerequisites and conditions of other nations Global marketing does
not primarily rely on product or service selling at global level but implies to the overall process
of planning, creating, positioning as well as endorsing products in the global market. Wesfarmers
Limited, one of the most recognized conglomerates in Australia fundamentally focus on offshore
business as it seeks for global marketing opportunities (Bayne, Schepis and Purchase 2017). It
primarily engages in the retail, coalmining along with production and industrial as well as
investment businesses in Australia, New Zealand and the United States and globally. Wesfarmers
business segments involve Coles, Home Improvement, wide range of departmental stores, WIS
and WesCEF. Wesfarmers LTD comprises a broad range of business beyond Coles that includes
companies such as Target, Officeworks, Bunnings and Kmart (Wesfarmers.com.au 2018).
Wesfarmers constitutes a broader commercial wholesale market with well-established
momentum as well as opportunities pertaining to both Australia and New Zealand (Smith 2016).
This global market diversity fundamentally focuses on elevating rate of digital as well as
physical presence. The following report evaluates the global market activities of Wesfarmers and
focusing on its product and services profile.
Discussion
Market Analysis
Pestle analysis provides comprehensive detail about operating challenges Wesfarmers Limited
tend to encounter in prevalent macro environment despite of competitive forces.
Political factors- China central government has recently established legislative framework of
mining environmental in order to make diverse legal frameworks in concrete situational contexts.