Assignment on International Marketing (doc)

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INTERNATIONAL MARKETING
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Waitrose’s international marketing and competitive strategy in Singapore
Executive summary
Modern businesses are focused toward reaching a global market in order to
increase their profitability as well as gain global reputation through the distribution
of unique products. In their effort to do so there are challenges that come with it
(Lindsay, 2010). Despite these challenges, the goals of the company keep it moving
forward in order to accomplish them. This paper gives, in summary, some of the
issues that will help Waitrose a company in Britain penetrate Singapore markets in
its new international market plan (Storey, Basterretxea, and Salaman, 2014). We
reveal political, economic, social, legal and environmental factors in Singapore that
Waitrose will have to consider before its penetration in Canada (Vieira, Aguiar, and
de Barcellos, 2010). We shall do SWOT analysis of the company to know its
weaknesses, strength, threats, and opportunities that lie with it toward achieving
international penetration.

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Contents
Executive summary.................................................................................................... 2
Introduction................................................................................................................ 4
The company.............................................................................................................. 4
Environmental analysis.............................................................................................. 5
Internal Analysis......................................................................................................... 9
International marketing objectives and strategy......................................................10
International marketing mix implementation...........................................................14
Control and recommendations for the long-term development................................16
Conclusion................................................................................................................ 16
References............................................................................................................... 18

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Introduction
This paper will be discussing a company that was started in 1904 as a small grocery
and later became a world known retail company in Britain. Its new plan is to open
international opportunities in Singapore. The company name was a formation of two
names Wallace Waite, and Arthur Rose after Taylor one of the three founders left
the company in Canada (Vieira, Aguiar, and de Barcellos, 2010). The company is
unique compared to others as it has over 75,000 employees who have partnered
the company strength which keeps the company the competitive advantage
(Lindsay, 2010). In this paper, we will be exploring the internal and external
environments of the company that contributes to its success or failure, the
objectives, and strategies that the company has towards expanding internationally
more specific Singapore, as well as the how the company would implement
international marketing mix using 4Ps.
The company
John Lewis organization hierarchy

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Fig.1.Represents organizational structure of Waitrose supermarket
The highest position in Waitrose Company is the Chairman of the board followed by
the partners, board of trustees and chairman management committee. However
Waitrose is a partnership organization owned by every employees of the
organization who are over 70, 000. This makes every employee work without
getting tired.
Background history

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Waitrose is a British chain of supermarkets forming divisions of food retail. It is
owned by John Lewis Partnership, the largest employee-owned British retailer.
Waitrose headquarter is in England, Berkshire in a small town in Bracknell. It is the
sixth largest grocery supermarkets in the UK with 352 branches, and the inclusion
of 30 convenient “little Waitrose” shops (Chandra, Styles and Wilkinson, 2009). The
chain has 5.1% market share and exports their products to over as well as having
operational Middle East shops. Waitrose has been privileged with a royal warrant to
supply spirits, wines and grocery to Queens’ Elizabeth palace and also Prince
Charles as of 2011 in (Canada Vieira, Aguiar, and de Barcellos, 2010). David Taylor
founded the Company, Wallace Waite and Arthur Rose in 1904 as a small grocery
(Alsamawi et al. 2017). The name Waitrose was adopted in 1908, two years after
Taylor left. Twenty-nine years later, the company had 10 operational shops with 160
employees working in them and was acquired by John Lewis Partnership
(Tremewan, 2016). The company used the name Schofield and Martin after its
purchase until the 1960s when it took it former name Waitrose. Over the years
Waitrose reputation has been built on the supply of freshest and best quality food
(Lehtinen, 2017). Waitrose existence in Singapore was tried first in 2015 when John
Lewis stepped in the country for wholesale export plans. Singapore has 4 main
supermarkets chains, and recent emerges online supermarkets. These chains
include Cold Storage, Sheng (Siong et al. 2009).
Environmental analysis (Pestel analysis)
Political factors
Political factors in a country affect the operation of a company. Before Waitrose
lands and opens it chains in Singapore, it will need to do a thorough general view of
the political situation. Political factors to be considered include government policies
(legal, economic or social), minimum wage, employee health insurance, overtime
compensation rules, labor contracts, etc. Political risk is minimal in Singapore as the
country is said to be the most democratic country in the continent by the Political
and Economic Risk Consultancy (PERC). The Singapore’s political stability has
increased peace and improved business opportunities in the nation (Storey,
Basterretxea, and Salaman, 2014). Waitrose should consider decrease or increase in
tax by Singaporean government as this could make or fail their success (Luan,