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International Marketing - Report

   

Added on  2021-06-16

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Running head: INTERNATIONAL MARKETING REPORTInternational Marketing ReportName of the Student:Name of the University:Author note:
International Marketing - Report_1
1INTERNATIONAL MARKETING REPORTExecutive summaryWaitrose is one of the most polar supermarkets and grocery stores in the UK. It holds the royalwarrant for supplying groceries and wine and spirits to Queen Elizabeth II and Prince Charles. Itthe 6th biggest supermarket chain in the country. Waitrose exports its products in many othercountries, including Singapore. In the plan for expanding the business in Singapore, variousmarket analysis tools have been applied in the research report. The company’s internalenvironment and competitiveness are analyzed using Porter’s value chain and SWOT analysis,external environment was analyzed using PESTLE and Porter’s five forces. From the porter’sgeneric strategy analysis, it is seen that the cost leadership will be most appropriate for Waitroseto put a foot in the market. Direct investment in Singapore will be best for the company formarket entry. It will apply 7P’s of marketing mix for appropriate marketing plan to capture thenew market of Singapore.
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2INTERNATIONAL MARKETING REPORTTable of Contents1. Introduction..................................................................................................................................32. Market environment analysis.......................................................................................................32.1 Internal environment analysis................................................................................................42.1.1 Porter’s value chain analysis..........................................................................................42.1.2 SWOT analysis...............................................................................................................72.2 External environment analysis...............................................................................................92.2.1 PESTLE analysis............................................................................................................92.2.2 Porter’s five forces analysis..........................................................................................113. Porter’s generic strategy for competitive advantage.................................................................144. Mode of entry for Waitrose.......................................................................................................155. Marketing mix for Waitrose in Singapore.................................................................................156. Conclusion.................................................................................................................................18References......................................................................................................................................19
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3INTERNATIONAL MARKETING REPORT1. Introduction Waitrose is one of the biggest chains of supermarkets in the UK. It is the food retaildivision of UK’s biggest employee owned retail business, John Lewis Partnership. It had 352branches across the country, including 30 ‘Little Waitrose’ convenience stores as of February2015. The supermarket has been able to capture 5.1% share of the British market, which makes it6th largest grocery retailer in the county (Waitrose.com 2018). The biggest competitive advantageof Waitrose is the royal warrant for supplying groceries, spirits and wine to Queen Elizabeth II,that is, to the royal palace and since 2011, to Prince Charles. This has given the company an up-market status in the country. Apart from having huge number of domestic stores, Waitrose has its business partners inmany countries across the world, including Dubai, in the Middle East. It operated in FalklandIslands, Hong Kong, Chile, China, Australia, Bermuda, Barbados, Kuwait, Azerbaijan,Caribbean, Malta, Ghana, and longest operation occurred in Isle of Man. In Singapore, they havebeen operating in collaboration with Cold Storage supermarkets (Lees 2014). However, Waitrosewants to expand its business in Singapore in its own name. The market research report focuseson the internal and external environment analysis for the company, the competitive strategyanalysis, mode of entry analysis along with marketing mix for the company to enter the marketof Singapore.2. Market environment analysisMarket or business environment refers to factors and forces, which affects Waitrose’sability for building and maintaining successful relationship with customers. There are internal
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