Keells Super: International Marketing

Running Head: KEELLS SUPER 0
International Marketing

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Contents
Introduction about the Keells Super......................................................................2
Product status by using Bowman’s strategy clock.................................................2
Country chosen for the expansion of Keells Super................................................3
Status of competitiveness..................................................................................... 4
Diamond model application to Keells.....................................................................4
Target market for the Keells Super........................................................................4
Macro Environmental factors................................................................................. 5
Segmentation of Keells in the new market............................................................6
Selected segment.................................................................................................. 7
Justification of selected segment...........................................................................7
7ps of Keells Super................................................................................................ 7
References........................................................................................................... 10

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Introduction about the Keells Super
John Keells Holding has the biggest listed Conglomerate in the Colombo Stock Exchange. It
has several businesses. Under this, Keells Super is new such business of it. Keells
Supermarket is the supermarket chain in Sri Lanka. Keells supermarket has done several
innovations in the Sri Lankan supermarket. It has introduced the first mobile app in the Sri
Lanka. This app has received well by the customers. In the last year, Keells has unveiled the
store concept and new brand identity in the Colombo (Weerasiri, 2015). It has brought new
features in its supermarket chain with the help of Whippet. Apart from the traditional designs
and sketches, 3D model has been used with the help of VR headset. It believes that it has not
only received the success by selling products but also by providing the better customer
service. It has also started the door to door service through which it tends to deliver the goods
at the doorstep. It also provides the extra customer service to some of the senior citizens and
mothers. These services are provided to those who are unable to prepare the foodstuffs for the
cooking.
Product status by using Bowman’s strategy clock
In order to identify the status of the product, Bowman strategy clock can be used.

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As per the Bowman strategy clock, it should adopt the lower price as well as focused
differentiation strategy. It is because while moving to the new country for the business,
customers will not easily purchase the product. They tend to purchase the product when the
firm if either offering at the lower price or ensuring some differentiation in its products.
Country chosen for the expansion of Keells Super
Australia as the country is chosen for the expansion of the operations of Keells Super. In
Australia, retailing supermarkets, demand for the lower price with better quality product is
also increasing. It is because retailing sector is also booming in Australia. However,
competition is also taking place in the retailing sector of the country. Keells Super still has
the opportunity to enter into the market through its innovative approach. Since the consumers
are busy, due to this they are demanding technology. This reason also presents the several
opportunities for Keels Super to ensure the demand of its store by ensuring the several
technological changes. It can ensure the delivery of the list of customers that is demanded by
them. It can also demand the several professionals by delivering their items at their working
area. It is true that Australian people are mostly working. Due to the working population, it
can target the working segment too in its retailing store (Mallik and Farhan, 2018). Due to the
busy schedule of people, it is not easy for them to go to the store and stand in queue. It has
led the Australian supermarket chains to adopt several innovative changes that will help the
customers across Australia.
Besides this, consumers of Australia also prefer to buy fresh products so that they can
consume the perishable products. By keeping this in mind, it has the opportunity to grow. It
can also appoint a person who will take the orders of different customers one day ago. On the
next next day morning, it can start delivery the products of consumers. This will help it in
ensuring the fast delivery of its products. In the recent time too, customers require the fast
delivery due to their busy lives. Coming up with the huge range of products with the online
delivery, it can tap the market with huge customers (Mcdonald and Wilson, 2016).
Australia is also said to be the foodie nation. This has increased the demand of restaurants
too. It can also ensure the tie up with the several restaurants by delivery its raw material. The
delivering of ingredients to these restaurants in lower price will increase the demand of its