International Marketing and Sales

International Marketing and
Sales

Executive Summary
This report contain strategic marketing plan for John Lewis company which is expanding
its retail business in Qatar market. It contain steps for marketing plan and process of
implementation. Qatar has high market and economy of people is very high which has increased
from past few years. John Lewis has targeted high and middle group of people for supply of
goods and services. Also marketing objectives has been designed to support corporate objectives
for achieving sales of $300m and new opening of 30 stores in next three years.
As it has adopted premium pricing strategy for customer which consists of 145000
residents units and 83% retail stock. It charge high prices with customers and provide high
quality goods. It is great opportunity for John Lewis to expand business in such rich country.
According to New Global Retail Development Index (GRDI) Qatar ranks 4th in number which is
major retail hub of Dubai. Qatar is regarded as most attractive market in Middle East for retail.
GRDI has placed total six middle east countries in top 30 which attracts retail market for
development. Despite of decrease in oil prices, retail growth is continued which is still strong.
From data, it has said that Qatar is expanding business from existing retailers.
John Lewis has online as well as offline portal for selling goods and services. Offline
includes physical store which helps in building relationship with customers. It uses traditional as
well as digital promotion strategy for their audience. This helps in creating brand awareness
among user which increase sales and profit. This enterprise focus on corporate social
responsibility and follow all ethical values and principles. CSR activities assist in
communicating business to society, customers and government.

Table of Contents
Executive Summary.........................................................................................................................2
.........................................................................................................................................................2
1.0 Introduction................................................................................................................................5
1.1 Overview of retailing in Qatar..............................................................................................5
2.0 Situation Analysis......................................................................................................................5
3.0 SWOT Analysis ........................................................................................................................5
4.0 Marketing Objectives.................................................................................................................6
5.0 Segmentation, Targeting and Positioning..................................................................................6
5.1 Segmentation.........................................................................................................................6
5.2 Targeting...............................................................................................................................7
5.3 Positioning.............................................................................................................................7
6.0 Marketing Mix...........................................................................................................................7
6.1 Product Strategy....................................................................................................................7
6.2 Pricing Strategy.....................................................................................................................8
6.3 Place......................................................................................................................................8
6.4 Promotion Strategy................................................................................................................8
6.4.1 Traditional promotional strategy........................................................................................9
6.4.2 Digital promotional strategy..............................................................................................9
6.5 People, Physical evidence and process.................................................................................9
7.0 Action Plan...............................................................................................................................10
8.0 Ethics and Sustainability..........................................................................................................10
9.0 Controls and Measurements.....................................................................................................11
10.0 Uppsala model.......................................................................................................................12
10.1 Overview and advantage of Model...................................................................................12
10.2 Limitation..........................................................................................................................12
10.3 Application and relevance of Model to John Lewis..........................................................12
11.0 References..............................................................................................................................13
12.0 Appendix................................................................................................................................13
Appendix A Introduction..........................................................................................................13
Appendix B Situation Analysis.................................................................................................13

2.1 PESTLE analysis.................................................................................................................13
2.2 Five force analysis...............................................................................................................15