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International Marketing Bunnings Group Limited

   

Added on  2020-05-16

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Running Head: International Marketing BUNNINGS GROUP LIMITEDInternational Marketing
International Marketing Bunnings Group Limited_1

International Marketing 1Table of ContentsBrief introduction of organization...................................................................................................2Evaluation of selected target market................................................................................................3Market entry recommendations.......................................................................................................4Target market for organization in Singapore...............................................................................5Marketing Strategies........................................................................................................................7PESTLE analysis..........................................................................................................................7SWOT analysis............................................................................................................................8Marketing Mix.................................................................................................................................9Conclusion.....................................................................................................................................10References......................................................................................................................................11
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International Marketing 2Brief introduction of organization Bunnings Group Limited is an Australian multinational company owned by Wesfarmers since1994. It operates in Australia, New Zealand, United Kingdom, and in Ireland. The company wasinitially founded in 1887 in Western Australia and performed activities such as sawmilling. Lateron in 1952, the company becomes a public company and simultaneously expanded its operationsin retail industry, and in hardware stores. In 1990s, organization started expanding its business inthe overseas market and with this effect; company opened its first warehouse style store inMelbourne in 1994. Bunnings currently operates in more than 300 store locations along with theretails chains such as Home Timber and Hardware, Mitre 10 and other retailers. With this effect,organization has 20% market share in the Australian retail hardware industry. Company’sproduct offering is wide and huge. They provide unique and useful products for DIY projects, forbuilders as well as fancy items which are useful for renovation type of procedures. Along withthis, they also provide fittings for bathroom and kitchen, flooring materials, lightning products,paint, hardware and tools, window furnishings, etc. (Bunnings Warehouse, 2018).The aim of this report is to expand the business of Bunning Group Limited in Asian countrieswith the objective to increase their revenues and presence in the international market. Whileexecuting the research methods, organization observed that the Singaporean market will be moresuitable for Bunning Group limited in order to expand their operations. Bunnings Warehousesare not reached to the Asian countries and for enhancing their international approach,Singaporean market have been chosen. The report will include the research methods used forselecting the market, market entry strategies in order to attain the desired goals and theobjectives. Apart from this, the report will include the market strategy recommendations under
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International Marketing 3which the company’s PESTLE and SWOT analysis will be performed. The next of the reportwill include the marketing mix recommendations through which an effective position will bedeveloped in the Singaporean market. Along with these strategies, promotional andadvertisement strategies will also be covered in this report with the objective to enhance themarket presence of the organization in the international retail chain industry.
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