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Woolworths Limited International Strategy

   

Added on  2019-11-25

20 Pages4385 Words904 Views
Running Head: International Strategy WOOLWORTHS LIMITEDInternational Strategy

International Strategy 1Table of ContentsIntroduction......................................................................................................................................2Global Scan and Audit analysis.......................................................................................................3Indian market...............................................................................................................................3Chinese market.............................................................................................................................3Cultural and Market fit....................................................................................................................5Woolworth Limited’s Strategic capabilities....................................................................................6SWOT analysis of Woolworths Limited......................................................................................6Risks involved in the Indian and Chinese business environment....................................................8Recommendation.............................................................................................................................9Conclusion.....................................................................................................................................10References......................................................................................................................................11

International Strategy 2IntroductionWoolworths is a retail store in Australia and it was established in 1924 under the name of “Woolworths Bazar Ltd.”. Afterwards, it got registered under the name of Woolworths Limited. In the Australia, they have approximately 1000 supermarkets which are serving various types of goods. Mainly they deal in household items such as vegetables, fruits and other types of perishable as well as non-perishable goods. The service provided by Woolworths Limited is veryuseful in terms of the public as they do not need to rush to various stores and shops for purchasing different category's products as mostly all products are available under one roof of Woolworths Limited. Along with a large number of supermarkets stores in the Australia, Woolworths Limited is present in global market too. In addition to this, Woolworths Limited hasplanned to expand their business in another country of the world and for this, India and China were selected. Amongst them, only one country will be chosen in order to expand the Woolworths Limited’s supermarkets. These locations were chosen on the basis of their growth rates in the recent years. China and India both are at the peak position in terms of the most emerging markets across the globe. To complete this analysis, various business techniques will be covered under this report such as determination of strategic capabilities of India and China, analysis of risks and opportunity factors present in the host countries business environment will also be assessed, and along with these, cultural and the market fit evaluation will also be included in terms of selection of the most suitable market for the Woolworths Limited for its operations in the global market.

International Strategy 3Global Scan and Audit analysisWoolworths Limited is planning to expand their business in the international market. To convert this idea into reality, marketing team and the management of the organization are given the responsibility for evaluating the available risks and opportunities in the selected destinations i.e. India and China in terms of successful expansion. Hence, the first step to evaluate the potential market for Woolworths Limited will be global scan and the audit analysis of these two countries (Frynas & Mellahi, 2015).Indian marketThe global scan is the term which could be used in order to evaluate all the risks and the opportunities available in the particular market for an establishment of the foreign companies. Marketing team and the management of the organization has determined various opportunities inthe Indian business environment in order to establish the supermarket store under the brand nameof Woolworths Limited. This will help the organization to evaluate the factors present in the Indian market which could affect the performance of the business in positive or in the negative manner (Mishra, 2017).The scope of an establishment of supermarket store in Indian market is present because, in recentyears, the Indian economy has increased at the good rate and their GDP and the purchasing power of the Indian people is also increasing with every passing year. Current GDP of India is $2.454 trillion and the growth in the GDP is recorded at 7.2% from the last year. Prior to this, most of the income of India was used to come from the agricultural sector but after adaptation of certain strategies and the invitation of foreign companies to invest in India, contribution towards the national economy has increased from the other sectors which as service sector are the biggest

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