International Marketing: Strategies and Recommendations for John Lewis Partnership

This report discusses international marketing strategies and recommendations for John Lewis Partnership. It covers the differences between local and international markets, various routes for market entry, and marketing strategies for different international markets. The report emphasizes the importance of understanding cultural differences and forming partnerships with local vendors.

INTERNATIONAL MARKETING

Table of Contents
INTERNATIONAL MARKETING................................................................................................1
INTRODUCTION...........................................................................................................................3
MARKETING CONTRIBUTES TO BUSINESS STRATEGIES IN AN INTERNATIONAL
CONTEXT.......................................................................................................................................3
Differences between local and international markets..................................................................3
Various routes that can be adopted..............................................................................................4
Scope of international marketing.................................................................................................5
Key criteria and selection process...............................................................................................6
Market entry strategy...................................................................................................................7
Marketing strategies and recommendations for various international markets...........................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
The international marketing is all about different people in the organisation in order to satisfy the
needs and wants of different people residing across the country. The other name for international
marketing is global marketing where there is a design of marketing mix for the promotion
worldwide and the reason ability of customising based on the preferences of different people
(Sheth, 2020). The major components of international marketing include Global web, licensing
and franchising, joint venture, direct investment and exports. The entire report deals with the
aspects of international marketing with regards to the company. The company that is adopted in
this regard is John Lewis partnership. John Lewis partnership is a British company which
operates John Lewis and partners. It is a composition of two department stores and supermarkets
which are Waitrose and partners and John Lewis and partners. It was established in the year 1929
at Oxford Street, London. The founder of this company is John Speden Lewis.
MARKETING CONTRIBUTES TO BUSINESS STRATEGIES IN AN
INTERNATIONAL CONTEXT
John Lewis partnership is one of the retailers that is operating in the United Kingdom. the John
Lewis partnership is a collaboration of department store and supermarket which are John Lewis
and partner, Waitrose and partners (Katsikeas and et.al, 2019). The company's major focus is to
of a product in the categories of clothing watches and jewellery, giftware, cosmetics, houseware,
furniture, beds and bedding audio visual computing, photography and food direct services. It
mainly focuses upon the middle and upper-class shoppers. The partnership council that is
associated with John Lewis partnership is regarded to be one of the largest partnership board.
John Lewis partnership global marketing strategy is based on the traditional business strategy
where the company aims at maintaining success in the United Kingdom and later on its plan is to
enter into the Chinese Market. This Global strategy of the company involves a high target where
the earners are offered high quality products and services for premium prices. The company
maintains objectives for international marketing. The international marketing is all about
different people in the organisation in order to satisfy the needs and wants of different people
residing across the country.
Differences between local and international markets

DOMESTIC INTERNATIONAL
The activities of the company are performed
within the country.
The activities are extended globally
This kind of marketing covers a small area. This particular marketing will cover large
areas.
There is a very less government involvement. There will be more government involvement.
Less capital investment is required. More capital investment is required.
Executives will not face any problem in
dealing with people.
There is a difficulty in dealing with people.
A small research is sufficient to carry with
operations.
A deep research on foreign market is required.
Various routes that can be adopted
International marketing can help an organization to expand globally and can further help in
providing various kinds of opportunities through which organization can expand and their overall
scope of operation can enhance (Morgan and et.al, 2018). But in order to enter into international
market it is important for organizations to known appropriate route to international market that
can be adopted by organizations like Jhon Lewis Partnership. There are various kinds of routs
that can be adopted by Jhon Lewis Partnership to international market: First route is by
identifying and developing marketing objectives that are required to be achieved so that on the
basis of those objectives main marketing plan can be developed (Ahi and et. al., 2017). This will
further help Jhon Lewis Partnership to develop an appropriate international marketing plan that
can help them in entering into international market. After developing international marketing
plan, Jhon Lewis Partnership can conduct risk management so that risk management strategy by
conducting a risk analysis for identification of risk associated with chosen international market.
This analysis will help in development of an appropriate risk management plan. Second route is
by analysing and identifying appropriate and proper international market in which organization
wants to enter by conducting environmental analysis. Then by opting appropriate market entry
strategy such as franchise or partnership organization can enter into chosen international market.
Adopting an appropriate market entry strategy is important because it helps in providing a

direction to organization so that they can understand ways in which they can implement their
developed international marketing plan ad can enter into chosen international market.
Other than this most common routes to international market suitable for Jhon Lewis Partnership
are: First by giving franchisee to other organizations for operating into chosen international
market. Second is partnership in which Jhon Lewis Partnership can partnership with a local
organization of chosen international market. Third is direct exporting in which organization can
directly export their products and services to chosen international market. Licencing is another
route through which Jhon Lewis Partnership can use property and resources of target
international market for operation (Laufs, Bembomand Schwens, 2016). Joint venture is one of
the most common type of strategy which is used by organization in which they create a joint
venture with a local organization and do business jointly in target international market.
Route that can be adopted by Jhon Lewis Partnership is to identify main marketing objectives
that are required to be achieved by them and by developing an international marketing plan for
entering into chosen international market. This can be done though franchising strategy by giving
their organization as a franchisee by selling intellectual property rights to a franchisee. This route
will help Jhon Lewis Partnership to enhance their overall customer base, enhance revenue and
profitability. It will further help the organisation to achieve economies of scale, gain more
stability for longer duration into chosen market
Scope of international marketing
There is a greater scope for international marketing with regards to retailers. marketing itself
refers to the promoting, selling, advertising and the research that is carried (Cateora and et.al,
2020). Global marketing deals with standardization and increase in the number of Geographic
markets. International marketing paves way for the new opportunities of different nations getting
close to each other. Main companies are working upon the same ideology then there will be a
sense of peaceful environment which will result in a global peace. The production cost will be
reduced and then there will be a lot of scope for the companies to explore the international
market. The Global marketing objectives of John Lewis partnership will explain how far the
company is able to maintain the ideology of expanding its business overseas. The objective of
the Global marketing strategy of John Lewis partnership is such that the company aims at
obtaining 15% of departmental store profit when it is extended in Beijing and Shanghai by the
end of 2015. The company focused upon achieving a growth rate of 18% for international

markets. It is ensured that there is a revenue generation of 45% which is a least count for total
revenue was that are generated by John Lewis partnership at the end of 2018. The company is in
a hustle to form a strategic partnership with any of the major domestic company.
Key criteria and selection process
The selection process that with regards to the international marketing of various company
involves the following stages:
Country identification:
Every plan that is going to extend globally will have to first opt for a particular country to enter.
This includes a review of choosing the most potential market that will bring growth. Making sure
that the export market is in the same line as that of the trading market will fetch the stipulated
growth in no time.
Preliminary screening:
Out of the number of countries that were analysed earlier, this particular stage is where the
countries that are feasible to be extended are filtered. In this particular stage there will be ranking
prospects that are given by the company in order to know the worth of the company.
In depth screening:
This stage three is where there are companies that are being selected as the feasible approaches
there a detailed marketing entry study is carried ahead in order to know the approachable
prospects. The value of the market and the tariff and non-tariff barriers are all taken into account
in this.
Final selection:
The nations that are regarded as potential are selected in this particular stage. The managers of
the company will now prepare the strategic goals and the objectives that are to be gained through
this. Knowing the close competitors and the decision-making ability is being developed and then
the company will probably focus upon enriching the standards.
Direct experience:
The direct experience with regards to the company will help to analyse the factors that are
associated with the expansion into the international markets. The business strategies and the
compatibility are known. Instead of being judgemental about the things that are noticed it is
better to go with the search upon expanding into the market (Hult and et.al, 2018).

Market entry strategy
The market entry strategy that with regards to the john lewi’s partnership is that the entry into
Chinese market. There are different marketing strategies to enter into Chinese market. Some of
the new forms of the entry strategies include that of wholly owned subsidiaries, turkey contracts,
forming joint ventures, licensing and franchising. Out of all the listed entry strategies, the one
that can best suit the company is the subsidiaries. A range of substantial opportunities are in
range of the company on adopting this strategy. Upon using the subsidiaries method on entering
into Chinese Market there are a lot of possibilities that the company will have to explore (Samiee
and Chirapanda, 2019). These strategies will form a strategic partnership with different
businesses that are going to be held in China. These businesses will be a mutually beneficial
once and will not compromise competitive edge. all the strategic implementation will leave a
positive impression on John Lewis partnership. upon choosing a strategic subsidiary method
while entering into foreign market there are a lot of risks and advantages that are associated.
some of these will revolve around high cost and high risks. there are a lot of alternative market
entry methods which include joint venture, licensing and franchising which are the suitable
options and their associated with lack of quality operations. These include compromising upon
Freedom in terms of formulation and implementation of strategies.
Marketing strategies and recommendations for various international markets
There are different marketing strategies that are associated with companies all over the world.
Some of the best marketing strategies that will come in place of John Lewis partnership are as
follows:
Understanding the cultural differences:
While expanding the business Overseas it is a mandatory to research upon the Global marketing
issues around the world. Every country operates upon a different culture and that will definitely
impact the organisation if not resolved properly. Therefore it is the duty of the management to
resolve the issues of culture in the country that the company is going to expand. Being a retailer
John Lewis partnership will face the demographic challenges where people will have to get have
created to the trade. Therefore the company will have to conduct a research in order to know the
demographics and interest of the population.
Tie up with local partner:

In order to know the tastes and the accessibility features of the particular area it is mandatory to
tie up with local vendors who better know what the likes and dislikes of the population is. It is a
prerequisite test for any company before expanding into the local market where there will be a
good subsidiary and fully owned sets that are confidently going ahead. A good understanding of
the local market even before entering will leave with a growth trajectory in the future.
Global campaign plan:
Before entering into the market it is an essential to make people understand what the company is
dealing with and what the company traders. A perfect creative media planning, hoardings
another publicity campaigns can help the company to achieve the targets.
CONCLUSION
The entire report deals with the international marketing. The report concludes explaining the
importance of international marketing where different people in the organisation involve in order
to satisfy the needs and wants of different people residing across the country. Report brings forth
how marketing contributes to business strategies in the international context. The company that
is chosen in this regard in order to explain international marketing analysis is the John Lewis
partnership. The company John Lewis partnership is one of the major retailers and explains how
far the strategies are used in order to explain the international marketing strategy which are
merely used for all the Start-ups that are planning to expand globally. The growth of the Global
strategy will help the company in order to involve in high target where they offer high quality
products and services for premium prices it is what is being concluded in this report. Various
routes that can be adopted in order to enter into the international market is being discussed in the
report.

REFERENCES
Books and journals
Sheth, 2020. Borderless media: Rethinking international marketing. Journal of International
Marketing. 28(1). pp.3-12.
Katsikeas and et.al, 2019. Revisiting international marketing strategy in a digital era:
opportunities, challenges, and research directions. International Marketing Review.
Morgan and et.al, 2018. Marketing capabilities in international marketing. Journal of
International Marketing. 26(1). pp.61-95.
Cateora and et.al, 2020. International marketing. McGraw-Hill Education.
Hult and et.al, 2018. Addressing endogeneity in international marketing applications of partial
least squares structural equation modeling. Journal of International Marketing. 26(3). pp.1-
21.
Samiee and Chirapanda, 2019. International marketing strategy in emerging-market exporting
firms. Journal of International Marketing. 27(1). pp.20-37.
Ahi, A., and et. al., 2017. International market entry: how do small and medium-sized enterprises
make decisions?. Journal of International Marketing. 25(1). pp.1-21.
Laufs, K., Bembom, M. and Schwens, C., 2016. CEO characteristics and SME foreign market
entry mode choice. International Marketing Review.
Online
John Lewi’s partnership: [Online]. Available through: <
https://www.johnlewispartnership.co.uk/>
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