International Marketing: Holland & Barrett

Running head: INTERNATIONAL MARKETING
INTERNATIONAL MARKETING
Name of the Student
Name of the University
Author Note

Executive summary
This paper is a report on the company Holland & Barrett and will assess the international
marketing and the implementation of foreign market entry strategies that will help the
company to establish a strong foothold in the Singaporean market. The paper will analyze the
micro and macro environment of the health food industry in Singapore with the help of
SWOT and Pestel analysis and the paper will identify the marketing position in the market
that will help the company in expanding in Singapore.

Table of Contents
Introduction................................................................................................................................6
Discussion..................................................................................................................................6
Brief overview of the company..............................................................................................6
Market overview of Singapore...............................................................................................6
Micro environment of the health food industry in Singapore................................................6
SWOT analysis...................................................................................................................6
Macro environment of the health food industry in Singapore...............................................7
PESTEL analysis................................................................................................................7
Market entry strategy.............................................................................................................9
Market position of Holland & Barrett....................................................................................9
Marketing mix......................................................................................................................11
Conclusion................................................................................................................................11

Introduction
International marketing is the use of marketing principles in order to satisfy the
different wants and needs of the various different people across the borders (Leonidou et al.
2018). Due to globalization organizations are expanding their business in different countries
in order to generate profits and make a mark in the global market. To operate in a foreign
country, international marketing is an integral part of a business in order to boost the
reputation of the brand in a positive way, expand the target market, connect with new
stakeholders and customers and pave way for the future opportunities. This paper will talk
about the leading wellness and health retailers, Holland & Barrett and present the
international marketing strategy of the company and the foreign market entry strategies that
the company is going to implement in order to enter the Singapore market.
Discussion
Brief overview of the company
Holland & Barrett is a chain of health food shops. The company was founded by
Major William Holland and Alfred Slapps Barrett in the year 1870. Currently the
headquarters of the company is in Nuneaton, United Kingdom. Holland & Barrett has more
than 1,300 stores operating in 16 countries (Barrett 2019). The company has a substantial
presence in the Republic of Ireland, China, Netherlands, Hong Kong, Belgium, UAE, United
Kingdom and India.
Market overview of Singapore
Singapore mostly imports healthy and organic food from Japan, United Kingdom,
United States, Malaysia and Thailand. Singapore has a population about 5.8 million and is
one of the most affluent markets in Southeast Asia. Singapore has a highly developed
economy. Singapore is an open economy and highly depends on foreign and international