Strategic Report: Ele.me's Global Expansion and Entry Modes

This report provides a strategic analysis of Ele.me's global expansion, focusing on its entry into the UK market. It begins with an introduction to global expansion and the company Ele.me, an online food ordering platform. The main body of the report explores the use of a country attractiveness and competitive strength matrix to evaluate the UK market. It details the steps involved in constructing the matrix, including defining key players, analyzing market trends, and sharing insights. Furthermore, the report discusses various entry modes such as licensing, direct exporting, franchising, and partnering, along with exit modes like mergers & acquisitions, IPOs, and liquidation. A five-year plan for Ele.me's expansion is also outlined, emphasizing the importance of defining goals, assessing skills, and identifying transferable skills. The report concludes with a summary of the key findings and strategic recommendations for Ele.me's global expansion efforts.

STRATEGIC
REPORT
FOR
GLOBAL
EXPANSION

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Select country attractiveness or competitive strength matrix for an organisation..................3
Develop the Organization Entry Modes.............................................................................5
Develop the organization exit mode....................................................................................6
The summary of their 5 years plan of their organization in new market.......................7
CONCLUSION...............................................................................................................................8
REFERENCES:...............................................................................................................................9
Books and Journals.................................................................................................................9

INTRODUCTION
Global expansion refers to the process of expanding the limits of business in different
boundaries around the world. It is necessary to offer products and services in new countries so
that business can effectively grow and develop in desired manner. Global expansion helps
companies in gaining opportunities and competitive advantages which results in well stab list
meant of brand image in lucrative overseas market (Huo and Chaudhry, 2021). This report is
based on Ele.me which food is ordering company based on online platform. It was established in
2008 by Jack kang and Mark Zhang. It is headquartered in Shanghai, China and its parent
company is Alibaba group. This report will include potential of international markets by
analysing the attractiveness and competitive is strength matrix of an organisation along with
there is steps taken for the construction of Matrix. Different entry modes and exit modes are
discussed which organisation opt in order to enter in new market are also discussed in this
report. Summary of five-year plan is also provided in context to the organisation which enter in
new market is also included in this report.
MAIN BODY
Select country attractiveness or competitive strength matrix for an organisation.
1. Organisations a measure country attractiveness before they expand their business in new
countries so that they analyse the profitability level. It helps in taking various is strategic
decisions so that companies can identify suitability for expansion according to the
external business environment is of particular country. Ele.me is a food delivery
company which operate their services through online platform. They are planning to
expand their business in new countries for their growth and expansion (Verbrugge and
Geenen, 2020). They have chosen UK for global expansion in order to offer their
services and products. Managers of Ele.me study the market of UK so that they
understand cultural differences, legal and regulatory policies, business case and foreign
government considerations so that they can smoothly operate their business in
international market. Before expanding business in global market El.me uses competitive
matrix so that they can analyse their competitiveness in UK. With the help of Business
Environment Risk Index (BERI) it is evaluated the business environment of UK support

business because they have formulated business friendly policies. This model was
formulated in 1972 so that businesses can manage their operations and risk in foreign
market. It estimates the expected risk which can affect the profitability of business which
help in growth and expansion. This is the besr opportunity for Ele.me to expand their
business in UK as they can generate more revenues there with minimum expected risk.
BERI helps in formulation of policies and strategies so that organisations can easily
expand their business in new boundaries. This tool helps businesses in identifying
various opportunities and market segments which helps them in maintaining their
products in better quality so that they can compete with their competitors in effective
manner. There are various steps which are taken by organisation in order to construct the
matrix which is discussed below:
Define: The first is that of competitive matrix analyses is to define different key players
which already exist in particular selected market. El.me also analyse the market of UK including
customers, competitors and influencers. It helps them in formulation of strategies and policies
according to the business environment of UK. Business point of view and customer point of
view are analysed with the help of tools and techniques so that organisation can understand their
current market position.
Analyse: This step involves the analyzation of various activities and performances of
customers and competitors so that competitors can identify their behaviour and attitude towards
the product and services of the company (Bashan and Armon, 2019). El.me can use
technological tools like social media platforms so that they can track insights of public for their
organisation. It helps in making better coordination with their targeted customers which helps in
providing customised service and products to their targeted audience. Marketing strategies can
be formulated according to the analyses which is carried out so that they can overcome various
challenges which may affect their operations.
Trends: Organisation should analyse various current market trends which are followed by
the particular country in which they are planning to expand their business. It helps in
identification of various differences in the market such as cultural, social, political and economic
factors (Berg and McColl, 2021). Ele.me analyse the trends of UK so that they can set their
prices, modify their products and change packaging according to the preferences of new targeted

customers. Ele.me also involves changes in the features of their product so that they can attract
customers in a cost effective manner in new market.
Share: After analysing all the external and internal market factors of targeted market
organisation should share those decisions with their business stakeholders. It is necessary to
create transparency with the important audience of organisation which includes the customers,
investors, employees and suppliers (Oliveira and Viana, 2019). Ele.me should discuss about their
products, sales, marketing and promotional strategies so that they can take reviews which help in
strategy formulation for various operations.
Measure: This is the last is the age of competitive matrix analyses which involves
actionable market insights. Ele.me can analyse various aspects of UK including business results,
deliverables engagement of customers and their qualitative feedbacks (Lu and et.al., 2020). All
these factors help in taking business decisions which are mandatory for expanding business in
international market. Ele.me modifies their strategies according the environment of UK and take
necessary steps against factors which act as a threat. It help them in effective and smooth
operations in new boundaries.
Develop the Organization Entry Modes
In organization the management have to choose their entry modes for expanding their business
in domestic and international marketing. This is very important for management to know about
their business entry modes which is suitable in market place. Let's discuss the entry modes
which are suitable for their organization and they can easily expand their business in market and
help management to survive long term in market and gain more profit form organization.
 Licensing: The management of Ele.me organization have option for licensing is
relatively have state of their art association wherein a corporation transfers their rights
for using their service or product to every other corporation. It is a in particular beneficial
approach if their consumer of the license has a relatively huge marketplace proportion
with their inside of their marketplace and they need to enter. Licenses may be for
advertising or production of licensing (Ayentimi and Burgess, 2019).
 Direct Exporting: Direct exporting is promoting without delay into their marketplace
they have got selected by their usage of with inside the first example you personal
resources. Many companies, when they have mounted a income software flip to sellers
and they have vendors to represent them in addition in their marketplace. In organization

of Ele.me that there Agents and vendors they both are very closely and with their intently
with their representing of their interests. They will become to be the face of their
enterprise and as a consequence it's far critical that their desire of sellers and vendors is
deal with in a whole and lot of their identical manner they will hire on rent for their
workforce person.
 Franchising: Franchising is a technique which is used by management of Ele.me
organization for fast marketplace growth however it's miles gaining in different elements
in world. Franchising works properly for corporations which have a repeatable
commercial of their business models and it may be effortlessly transferred into their
different markets. There is having two cautions which are required while thinking about
their usage of the franchise version. The first is that is commercial business models
which have to both be very precise or have sturdy pattern popularity that may be applied
the world over and secondly they will be growing their destiny opposition to their
franchisee (Budnitsky and Jia, 2018).
 Partnering: Partnering is sort of a want even as entering a international places in
markets and in some additives of the world. It could be required. Partnering can take an
entire lot of paperwork from a clean co-marketing and marketing and advertising and
marketing affiliation to a complicated strategic alliance for manufacturing. Partnering is a
particularly useful approach with inside the ones markets in which the culture, every
corporation and social, is substantively top indentation than they have non-public as
close by partners carry close by market knowledge, contacts and if decided on as it
should be customers.
Develop the organization exit mode
Simply put, a worker go out manner includes the regulations and procedures (go out
formalities) which can be observed while an organisation is off boarding a worker. The steps are
basically the identical whether or not the worker leaves voluntarily or involuntarily (Manyalich,
Nelson and Delmonico, 2018). Only 29% of corporations have a proper go out manner. There
are different types of exit mode which management have to develop in their organization.
 Merger & Acquisition: This typically method merging with a comparable company, or
being offered with the aid of using a bigger company. This is a win-win state of affairs
while bordering businesses have complementary skills, and might keep assets with the

aid of using combining. For larger businesses, it is a greater green and faster manner to
develop their sales than growing new merchandise organically.
 Initial Public Offering: This was the desired mode, and the fast manner to riches. But
because the Internet bubble burst with inside the 12 months 2000, the IPO price has
declined each 12 months till 2010, and is now at approximately 15 per cent. I do not
endorse this method to start-ups those days. Shareholders are demanding, and legal
responsibility issues are high (Martin and McTarnaghan, 2018).
 Liquidation: Even lifetime marketers can determine that sufficient is sufficient. One
often-left out go out method is certainly to shutdown, near the enterprise doors, and
liquidate.
The summary of their 5 years plan of their organization in new market
In this year plan organization have to plan for their new market and consider all important things
which are necessary for organization and they have their main focus on their objectives and
organization mission and vision these are very crucial things which business owners have to take
care because this will help business owner’s to run their business successfully in market and
survival for long term in market. So, that’s why it becomes very important for a management to
make plan and prepared an effective strategies for their organization so, that they able to run and
sustain their organization long-term in market. Let’s discuss in brief that what 5 years plan
includes and how it effects organization (Tolkachev and Teplyakov, 2018).
Consider what they want from life: They have to start via way of means of without a doubt
comparing what you need in your existence in the subsequent 5 years. Thoughtfully, and privately, don't forget
what is going to make you satisfied with inside the destiny and offer you with a sense of accomplishment.
List of their skills and experience: The next consequent step is to keep in mind what you
surely recognize and feature done. Keep in thoughts that there may be a distinction among what
you already know and feature experienced, what you presently do and what you need to do. You
can be in transition, converting profession paths. If that is the case, then what you are presently
doing can be massively unique from what you need to do.
Identify transferable skills: This step is in particular essential in case you are making plans to
make a profession transition. Look at your contemporary listing of experience, information and
abilities. From that listing, recollect which of these abilities is transferrable to the profession
which you really need to have. You might also additionally need to speak to a depended on pal

or member of the family to get extra perception into which abilities for your listing are
transferrable.
Learn about goals: The subsequent step is to study your goal. They have to do their research
online study for their placement and their long run need to have and the academic and talent
necessities for the role. They can also need to study career-associated social media sites, wherein
you could glance through the profiles of humans in positions which are much like the only they
need in 5 years. Look for styles inside the ones profiles and pay attention to wherein the ones
people had been of their careers 5 years ago.

CONCLUSION
From the above report it can be concluded that global expansion has businesses in boosting
their operations by expanding their boundaries in new countries. It helps in finding a new option
for offering products and services to new customers so that organisation can acquire large
market area in effective manner. Businesses should involve creative and innovative ideas for
modifying their products and services which attract customers in best possible manner without
any difficulties. This report will include identification of country attractiveness and competitive
strength matrix so that organisation can analyse the international market. It also discuss about
various entry modes and exit modes which organisation can use in order to expand their business
in new targeted market. Different considerations are also discussed which helps organisation in
selecting the entry modes in affective manner. Five year plan of organisation are also discussed
in this report which helps organisation in new market.

REFERENCES:
Books and Journals
Ayentimi, D.T. and Burgess, J., 2019. Is the fourth industrial revolution relevant to sub-Sahara
Africa?. Technology analysis & strategic management, 31(6), pp.641-652.
Bashan, A. and Armon, D., 2019. Quality management challenges in a dynamic reality of
mergers, acquisitions and global expansion. International Journal of Quality & Reliability
Management.
Berg, A. and McColl, K.A., 2021. No projected global drylands expansion under greenhouse
warming. Nature Climate Change, 11(4), pp.331-337.
Budnitsky, S. and Jia, L., 2018. Branding Internet sovereignty: Digital media and the Chinese–
Russian cyberalliance. European Journal of Cultural Studies, 21(5), pp.594-613.
Huo, D. and Chaudhry, H.R., 2021. Using machine learning for evaluating global expansion
location decisions: An analysis of Chinese manufacturing sector. Technological
forecasting and social change, 163, p.120436.
Lu and et.al., 2020. The Early Pliocene global expansion of C4 grasslands: A new organic
carbon-isotopic dataset from the north China plain. Palaeogeography, Palaeoclimatology,
Palaeoecology, 538, p.109454.
Manyalich, M., Nelson, H. and Delmonico, F.L., 2018. The need and opportunity for donation
after circulatory death worldwide. Current opinion in organ transplantation, 23(1),
pp.136-141.
Martin, C. and McTarnaghan, S., 2018. Institutionalizing urban resilience: A midterm
monitoring and evaluation report of 100 resilient cities.
Oliveira, R.R.D. and Viana, A.L.D.Á., 2019. Global expansion of clinical trials: innovation and
interaction. Cadernos de Saude Publica, 35.
Tolkachev, S. and Teplyakov, A., 2018. Import substitution in Russia: the need for a system-
strategic approach. Problems of Economic Transition, 60(7), pp.545-577.
Verbrugge, B. and Geenen, S., 2020. Global expansion. In Global gold production touching
ground (pp. 53-67). Palgrave Macmillan, Cham.