Global Entrepreneurship

Running head: MARKETING
Global Entrepreneurship
Name of the Student:
Name of the University:
Author Note:

1MARKETING
Executive Summary:
The aim of the report is to provide an insight into global business entrepreneurship in respect to
the largest food retailer of Canada that has a target market in United Arab Emirates (UAE). The
report commences with the performance of the company in the domestic market with a focus on
the company, history of performance, resources, organizational structure, domestic marketing
strategy and the export goals and objectives. The report then undertakes a detailed analysis of the
target market with the primary focus on the political, economic and the social highlights along
with business information. The report also puts forward a market entry plan for Metro in the
UAE along with the description of the market entry mode. The report also undertakes a risk
assessment of Metro in the target country based on the various criterions. The report further
portrays the corporate social responsibility and the human rights issues that the business faces
while operating in UAE. There are also discussions about whether Metro will have the right kind
of financing option for supporting the export plan followed by an assessment on risk ability.
It has been noted that Metro will continue to grow and initiate the export plans if it is able to
successfully execute its strategic priorities for coming years which implies the integration of the
Jean Coutu Group, growth of the sales while leveraging the cost, continuous improvement of the
customer experience in each banner, modernizing the distribution network and managing the
talent. The company will also initiate great amount of effort in the continuation of the work
involved in combining the pharmacy activities. The company will also emphasize on achieving
the synergies and deployment of the solutions based on the technology that is necessary for
supporting a unified chain of operation.

2MARKETING
Table of Contents
1. Domestic Market Performance....................................................................................................4
i. Company:......................................................................................................................................4
ii. Product or Service:......................................................................................................................4
iii. History of Performance:.............................................................................................................5
iv. Resources (human and financial):..............................................................................................6
v. Organizational Structure..............................................................................................................7
vi. Domestic Marketing Strategy:....................................................................................................7
vii. Export Objectives and Goals.....................................................................................................7
2. Target Market..............................................................................................................................8
i. Political Highlights:......................................................................................................................8
ii. Economic Highlights...................................................................................................................8
iii. Business Information:.................................................................................................................8
iv. Cultural Considerations:.............................................................................................................9
v. Travel Tips for Company Personnel............................................................................................9
vii. Canadian Trade Commissioner Services/support......................................................................9
3. Marketing Plan...........................................................................................................................10
i. Analysis of the Product or Services:...........................................................................................10
ii. Product/Service Modifications..................................................................................................10
iii. Competitive Analysis...............................................................................................................10

3MARKETING
4. Market Entry Mode:..................................................................................................................11
5. Risk Assessment:.......................................................................................................................11
i. Country Risks:............................................................................................................................11
ii. Market Risk:..............................................................................................................................13
iii. Product Risk:............................................................................................................................14
iv. Commercial Risk:.....................................................................................................................14
v. Barriers to Market Entry:...........................................................................................................15
vi. Barriers to Market Acceptance.................................................................................................15
6. Corporate Social Responsibility and Strategies:........................................................................16
i. Environmental Concerns and Trends.........................................................................................16
ii. Human Rights Issues.................................................................................................................16
iii. Unfair or Corrupt Business Practices.......................................................................................17
iv. Health, Safety and Labor Issues...............................................................................................17
7. Financing:..................................................................................................................................17
8. Export Ability Assessment:.......................................................................................................19
9. Conclusion:................................................................................................................................19
References:....................................................................................................................................20
Appendices :..................................................................................................................................20

4MARKETING
1. Domestic Market Performance
i. Company:
The Company chosen here is Metro which is a leading food and pharmacy retailer of
Canada and operates in provinces of Ontario and Quebec. It is considered third largest grocers of
Canada. The company has a net income of CAD $ 21.6 million and generate revenue of about
CAD$11402.8 million (metro.ca, 2019).
Figure 1: Diagrammatic Representation of Retail Network
Source: (metro.ca, 2019)
ii. Product or Service:

5MARKETING
The key products of the company are food and pharmacy. As far as the food is concerned,
the company has over 600 stores in Ontario and Quebec under the name Metro Plus, Food Basics
Adonis and Super C (metro.ca, 2019). On the other hand, there are 650 pharmacies which are
primary identified as Brunet, Jean Coutu, Food Basics and Metro Pharmacy.
iii. History of Performance:
This includes (metro.ca, 2019):
1947: Some of the grocers belonging to Lasalle Groceteria Ltd aimed at the formation of a
buying group that allowed them in offering consumer products at prices comparable to the
larger chain.
1956: Marked the establishment of Metro Grocery Group
1972: Marked the birth of the Metro Food Markets Ltd that finally gave birth to the
supermarket concept.
1986: Shareholders of Metro Richelieu United Grocery Group agreed unanimously in
converting the advances to share capital. The year also marked the entry of the retailer as
pharmaceutical distributor.
1987: Metro made major breakthrough in the discounted segment of the mafrket
1992: The Company acquired the rights and leases of close to 48 Steinberg Grocery
Markets.