Market Analysis and Entry Strategies for Boots in Australia

Formative feedback on Draft:
Australian cultural market analysis:
 You need to demonstrate more in-depth market and cultural research of the Australian
market and buyer behaviour in relation to the industry sector Boots operates in
 Try to avoid just describing each of Hofstede’s dimensions. You need to provide a
deeper analysis of the cultural differences and similarities of Australian target customer
for Boots.
 Delve deeper into the implications for the international marketer of cultural differences
to show deeper cultural knowledge and understanding. What are the MARKTEING
implications? How might being a low PD country impact on customer decision making?
Try to consider customers as well as staff (HR focus)
 Room to consider wider range of cultural theory, beyond Hofstede.
 You need to include more academic references and supporting evidence and examples
of cultural research into the Australian culture and behaviour of customers in relation to
Boots
Market entry
 A weak section on market entry. You MUST support your ideas with academic
underpinning/evidence of wider reading
 You MUST ANALYSE. You need to identify and analyse impacting factors (e.g.
risk/control) in relation to specific market entry related decisions.
 You do not need to mechanically ‘describe’ lots of different entry methods. You should
identify one, perhaps two, and JUSTIFY which wuold be best for Boots to enter Australia
based on the market conditions in Australia, Boots international experience, etc.... You
should use your knowledge from your cultural / market analysis above.
International Marketing mix
 It is unclear who the target customer is in Australia?
 Don’t just describe what Boots do.
 Try not to just describe the marketing mix of Boots. ANALYSE! Consider how the
marketing mix elements may need to be adapted to reach the Australian Boots
customer, and why (in light of cultural differences).
 You must include relevant academic or theoretical insight into the international
marketing mix strategy. E.g. product/promotion/pricing strategy, etc... E.g. READ and
use relevant vocabulary (e.g. product life cycle, product portfolio;
product range/product line, etc.... or Communication process theory – encoding of the
message/noise/which communication methods to use);
 You need to read around the key theory relating to marketing mix elements. Use your
lecture notes and text books

International Marketing
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Issues faced at the time of entering into new country market................................................4
Market entry methods.............................................................................................................6
Marketing mix decision..........................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
International marketing strategy is defined as the market expansion done by businesses
in international markets. This strategy is having various dimensions such as cultural dimension
and marketing dimensions. There are so many factors which are required to be taken by a
business while their business expansion in global market. In order to understand these concepts
this report is prepared with the background of Boots UK Ltd. The company is a retailer of health
and beauty products. The company is headquartered in Beeston, UK. The company is having
high end market in UK and they operate in a very prominent manner and cater huge population
of UK. They are having more than 600 optician places and 490 hearing care solution centres.
This makes the company to establish distinct identity within marketplace. Boots is serving in
majorly five countries named Ireland, Italy, Norway, the Netherlands and Thailand and now they
are planning to expand their business in Australia. For this the company have examined so many
factors which are included in this report. (Hapsari, Stoffers and Gunawan, 2017).
MAIN BODY
Issues faced at the time of entering into new country market
When a business gets entered in a nee country then they may face so many issues due to
variation in cultural background and marketing barriers. These issues are to be analysed by the
company in order to have high access in market and to get high capture over customer in
prominent manner. For resolving these issues impactful strategies are to be made so as to tackle
the same and obtain business benefits from those (Gama, 2017). In the context of Boots UK Ltd
as they are planning to enter into Australian market so this is required by them that they analyse
market condition and cultural dimensions in appropriate manner so that appropriate strategies
can be formulated by them. In this market expansion there are two kind of major issues which
are faced by Boots UK Ltd such as cultural and marketing issues. These issues are explained in
detail as under:
Cultural issue: These issues are associated with education of population, their used languages,
community which they belong to and many more factors. Within this concept Boots UK Ltd is
required to put their emphasis on the same as they are planning to expand in Australian market