Market Entry and Competitiveness: Myer Holding Ltd in Sri Lanka

Running Head: MYER 0
International business

MYER 1
Executive Summary
Myer Holding Ltd is the largest multi-category store chain in Australia and standing
out to enter the Sri-Lanka market to develop international business. The main objective of the
report is to maintain the concept of market entry and generate competitiveness. Therefore,
Myer Holding Ltd is chosen in recent year, which is the leading retail business, which has
started its operations in 2009. In the following, an effort has been made to discuss the brief
overview of the company and country, which they are seeking to enter to develop
international relations. Additionally, it also discusses the PESTLE and SWOT analysis in
order to recognize the impact of entering the Sri Lanka market.

MYER 2
Contents
Executive Summary...............................................................................................................................1
Introduction...........................................................................................................................................3
Company identification.........................................................................................................................3
Introduction to the country....................................................................................................................4
PESTEL analysis...................................................................................................................................4
Political analysis................................................................................................................................4
Economic analysis.............................................................................................................................5
Social, cultural, and Ethical analysis.................................................................................................6
Technological analysis......................................................................................................................7
Environmental analysis......................................................................................................................8
Legal analysis....................................................................................................................................9
SWOT Analysis...................................................................................................................................10
Conclusion...........................................................................................................................................11
References......................................................................................................... 12

MYER 3
Introduction
This report carries out the discussion on establishing a market opportunity to
recognize international marketing opportunities for an existing Australian organization Myer
Holding Ltd, which is distributing products and service in the Sri Lanka market. Myer is
trying to make an effort in entering the Sri Lanka market and the discussion has been made
on the PESTEL analysis so that they can adopt the rules and regulations of entering the Sri
Lanka market and the performance of employees and managers is reliable with stakeholder
expectation. The discussion has also been made on SWOT analysis, which is utilized to
identify the competitive positioning of Myer in its business environment (Bailey, 2019).
Company identification
Myer is an Australian department store chain operating in all states of Australia and
their self-governing territories. They provide a vast assortment of product categories and
selection of international as well as domestic brands at multiple diverse prices. They operate
a customer loyalty platform and delivers a vast number of Australian households in more than
6, 00,000 product lines involving 2500 brands over more than 850 international suppliers. It
is stated that their product categories involving youth fashion, womenswear, intimate apparel,
fragrance and cosmetics, electrical goods, fashion accessories, menswear, childrenswear,
beauty, homewares, general merchandise, and toys. Their products are sold across various
markets, which is determined in respect to their price consideration i.e. Attainable Fashion,
Affordable Luxury, Permanent value, Premium Luxury, and Inspired designs. They also
follow a suite of services to encourage its business collaborating with QBE and Visa to offer
credit facilities i.e. Myer Insurance coverage and Myer Visa card for clients (Bailey, 2016).
Myer is taking effort to generate Middle East expansion to deliver growth and
profitability. They are buying private equity group as Texas Pacific Group and maintain
synergies in order to generate competitiveness. They build a strong foundation through its
joint venture with Nakheel Fashion, which is maintained by Dubai. It will bring their HR
expertise, social, economic, and local structure, as well as retail knowledge. They are
transformed its marketing programs to enhance their significance to target customers. It is
stated that Myer should consider entering into Sri Lanka, as it will be easier to purchase more
at a cheaper price, which can assist in creating a competitive advantage over our competitors