International Business Expansion for Booths Supermarket: Analysis and Discussion

INDIVIDUAL
REPORT

Table of Contents
EXECUTIVE SUMMARY...........................................................................................................3
INTRODUCTION.........................................................................................................................4
ANALYSIS AND DISCUSSION..................................................................................................4
Company overview and rational for making business international...........................................4
Discussion on which country company should enter and rationale behind decision..................6
Typical barriers faced by company while global expansion.......................................................8
Implementation approach for internalization process for specific target market........................9
CONCLUSION............................................................................................................................11
REFERENCES............................................................................................................................13

EXECUTIVE SUMMARY
The project report will outline international business concepts and demonstrate how
certain companies may perform in global marketplaces. The project focuses the important
information that outlines the methods that a company may utilize to expand its business into
international markets. The study shows why companies are growing worldwide and how this
growth may help them acquire new business and achieve their objectives. The research will also
look at the many barriers and difficulties that an organisation may face while expanding into
global markets, as well as the globalization approaches that an organisation will employ to run
and manage a business in the global marketplace.

INTRODUCTION
International business is the situation where production of goods and services crosses
country borders. International business encompasses all commercial activities that take place to
promote the transfer of goods, people, technology, idea and resources across national borders.
Global market expansion for any organisation refers to the expansion in its activities on global
scale outside their home country by using for investment (Global Market Expansion, 2019).
BOOTHS SUPERMARKET is a supermarket chain in Northern England. BOOTHS
SUPERMARKET food wine and grocery is a private limited company which is operating in
supermarket industry and was founded by Edwin Henry Booth in 1847 and was incorporated in
1896. The company have around 27 retail stores in Northern England which offers food,
beverages and tobacco as the products. The project will give an overview of the organisation
which will be expanding that business in global markets. This report is the medium to define the
rational of the company for making their business go international. The report will also outline
some barriers which will be faced while global expansion and will highlight the implementation
approach for internationalization process used by the company in order to target the market.
ANALYSIS AND DISCUSSION
Company overview and rational for making business international
E.H. Booth & Co. Ltd was started by 19-year-old tea dealer Edwin Henry Booth in 1847
with the aim of selling best food and drinks. The brand was incorporated as private holding
company in 1896 where he added wine and spirits to their range (BOOTHS SUPERMARKET
The Good Grocers, 2021). The company started as tea shop in Blackpool which further grew into
first supermarket chain in North England. The chain is currently operating in various countries
such as Cumbria, Lancashire, Greater Manchester, Yorkshire and Cheshire. The retail super
market chain offers food, beverages and tobacco products. Juts from a team shop, the brand
made their path to first chain of supermarket in their area and started 28 stores across region.
The rationale for international business expansion for BOOTHS SUPERMARKET is to
gain competitive advantage which can be maximized through entering business into new
markets. By entering into new market, this will help in establishing new and strong customer
base which will be helpful in earning higher revenues. As BOOTHS SUPERMARKET will be