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OBS 310 - International Business Expansion - Woolworth Case Study

   

Added on  2020-03-01

10 Pages2767 Words89 Views
Business DevelopmentMarketing
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Running header: International business expansion 0International BusinessExpansionWoolworths
OBS 310 - International Business Expansion - Woolworth Case Study_1

International business expansion1Table of ContentsIntroduction...........................................................................................................................................2Situation Analysis..................................................................................................................................2PESTLE Analysis..................................................................................................................................2Market analysis..................................................................................................................................3Organisational analysis......................................................................................................................4Competitive analysis..........................................................................................................................5SWOT Analysis.......................................................................................................................................6Conclusion.............................................................................................................................................7References.............................................................................................................................................8
OBS 310 - International Business Expansion - Woolworth Case Study_2

International business expansion2Introduction Woolworths was established in the year 1924. It is one of the largest super market chains in Australia. Together with its competitor Coles the company capture 80 per cent of the Australian market. It has around 992 stores across Australia. The company has a workforce of 115,000members. It works closely with Australian farmers and growers to provide the best and fresh products to the customer. Woolworths clearly understands the needs of its customers for easy shopping. Therefore, it has provided its customers with the mobile app. Through this app, consumers can order their products from their phones and the product gets delivered directly to the kitchen bench (Woolsworths, 2017). The company is already a market leader in the Australian market. Now it is the high time that it must plan for its international expansion. According to Williams (2013), the company is looking for international expansion but there are no certain plans for the same. The first step taken in thisregard was opening up to Chinese customers by launching a store in on and T- mall (an e-commerce platform) by Alibaba group. The best opportunity that company can look for is an expansion is an expansion to Asian markets. The company already has an office in the continent and has been sourcing its supplies from past many years from the continent (freshplaza 2013). The country that country should consider for expansion is Vietnam. Vietnam markets are cheap to enter. The options that can be considered for expanding the markets of Vietnam would be either to purchase an existing market chain or set up its own stores. Setting up own stores should be the first priority that is to be considered.Situation Analysis PESTLE AnalysisFor planning extension into markets of Vietnam, it is important to identify the environmental forces that can impact the organisation business in Vietnam. This can be done by the tool of PESTLE analysis. PESTLE analysis can be defined as a framework that identifies six key areas to determine sources of change. These areas are political, economic, socio- cultural, technological, legal and ecological (Cadle, Paul and Turner, 2010). PESTLE analysis for Vietnam:Political environment-Vietnam has a stable government and social structure.The government control over the foreign retailers has now been liberalised.Economic environment-The dynamic and emerging economy of South East Asia.Plan to decrease corporate tax from 25 per cent to 22 per cent. It is done for the purpose of helping companies to increase competitiveness, reduce difficulties and expand production (Vietnam Briefing, 2013).
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