Global Marketing and Sales: Morrison's International Expansion Report

This report analyzes the internationalization strategies of a company, focusing on the application of the Uppsala model and PEST analysis. It critically evaluates these theories, highlighting their strengths and weaknesses in the context of market entry, particularly in the Indian market. The report also presents real-life examples of companies like Atlas Copco, Volvo, and Marks and Spencer that have utilized these models for international expansion. Furthermore, it reflects on the learning experience of a group project, emphasizing teamwork, conflict resolution, and the application of marketing mix elements. The conclusion summarizes the key findings, emphasizing the benefits of PEST analysis over the Uppsala model in the given scenario and the importance of using internationalization theories for successful global expansion.

Global Marketing and Sales

Table of Contents
Introduction..................................................................................................................................3
Critically evaluating the two internationalization theories..........................................................3
Presenting two real life example..................................................................................................5
Conclusion...................................................................................................................................6
REFERENCES................................................................................................................................7

Introduction
The current study is based upon the Morrison which is planning to enter in India and for
that the reflection is done. Thus, the current study is based upon the reflection upon the project
which is done earlier where we use different theories in order to determine whether Morrison
will be easily establish in India. Further, the reflection is all about to critically analyze two
internationalization theory which will help to conduct the study in better manner and then
provide the real life example for the same.
Critically evaluating the two internationalization theories
For the project internationalization theories are used that will assist to complete the
project in better manner. Such that Uppsala model which is also known as stage model. This
model is used to enter in nearby the market with low market commitment and also, the model
actually helps me to examine the actual market of India. Further, it is also provides an
explanation with regards to how internationalization work in different stages during the early
development. Therefore, the model is somehow help me to meet the aim and also examine the
performance of company in new market (Qian, 2019). Also, the characteristic of Uppsala model
states that firm will tend to internationalize first to physically close countries and then move to
distant markets. Further, the market knowledge is also seen as a function of physic distance
between its host and home countries.
Uppsala model not only help to enter within new country but it is also assist to interact
among companies in order to build mutual trust and commitment which is necessary during
internationalization (Forsgren, 2018). However on the critically note, it is analyzed that this
model actually ignore the internal foundation which are needed to the companies while handling
international activities. Also, the model further distinguish between establishment chain
concerning the pattern of internationalization and physical distance chain that leads to culture. In
addition to this, the international theory also assumes that companies expand their business in
those market which has less psychic distance because there is higher chances of growth and even
market uncertainty is also low. Even there is a difference between state and change aspects of
internationalization, so by using this model Santangelo and Meyer (2017) try to explain that state
aspects are market commitment and market knowledge and change aspects are business activities
as well as commitment decisions. It is also critically analyzed that Uppsala model does not

present the reason behind investment in foreign investment and as a result, sometimes there are
negative impact upon the firm's performance.
So, I use Pest analysis which is another tool for determine external environment. Also,
the model is quite easy to use and it provide detail analysis of India so that I perform the best.
Along with this, I also anlyzed that PEST model is quite cost effective and it provide a deeper
analysis of a business as compared to other internationalization theory. Further, through Pest, I
also exploit the opportunities for Morrison and also evaluated that it keep alter the company with
regards to it threats. But, Pest analysis is also use for a limited selection of data and also this risk
also lead to affect the entire analysis in opposite manner.
In the same way, I also analysed that while conducting the research, I enhance my team
working abilities because we are a group of four person and we all share our experience to make
this project better. Apart from this, i also realized that there were many conflict between me and
my team members but at that time, one of us tries to sort out the problem and realize that we
are working in a team (Forsgren, 2016). In this way, we all perform the work and also delegate
the roles and responsibilities as per our capabilities so that it will not affect our project in
opposite manner.
I also use marketing mix element for Morrison which is a tool that is used for the firm in
order to promote the products in another country. Earlier I think that the tool is used for the
marketing purpose and helps to differentiate itself from others. But when I start implementing
the tool during a project I come to realize that it helps a company to meet the define aim and
objective and also grab attention of many customers towards it. Also, while presenting this, I
realized that I gain enough confidence because earlier I do not have good knowledge related to
the project but when I perform the work with the help of my team members I gain knowledge
with regards to international theories which actually support to meet the define aim and
objectives.
Overall, I evaluated that Uppsala model do not provide enough information related to
market environment while Pest analysis do and in the same manner, I also use this in order to
examine the external environment of India and it is suited for expansion of Morrison or not. So I
analysed that actually theories plays an important role in every expansion of the company and

that is why, most of the top company are also uses the same in order to generate the best sales
and attract range of customers as well ). Further, the overall experience while conducting this
project is good and knowledgeable ad this project also provide me an opportunity to perform
the task and perform external analysis for the company as well. If I conduct the same project in
future, I make sure to apply more internationalization theory so that it will help to make the
project in better manner and also learn new things as well.
Presenting two real life example
Conducting module for the company has also taken me through the variety of the
example of the real world organization who had used Uppsala model in its past to gather the
variety of the information about the market they are looking to enter into. One of the example is
Swedish manufacturing companies like Atlas Copco and Volvo. These companies uses the
model in order to sold more than two third of their turnover at international level and also had a
production facilities at global level. This is possible because quote firm analyze the problem
which it will face like culture issue and market psychic distance. As the Uppsala model is based
upon steps and that is why, it suggested the company to develop step by step during a process of
up scaling. Thus, Atlas Copco start exporting their products in different countries which will
lead to enhance the production level.
Marks and Spencer also uses Pest analysis model in order to enter into new country
because the tool help to examine the external environment of the company and also meet the
define aim and objectives. Such that through this tool, company will realize other’s country
economic, political and social factor that may affect the overall business. Through this tool,
company will also analyse these factor do not only cause negative impact upon business, but it
also creates positive impact upon the business. Such that of the country have low tax rate, then
company also charges minimum to the customers and as a result, it will helps to attract range of
customers towards it (Oliveira, Figueira and Pinhanez, 2018). Moreover, there are so many retail
company who also uses the same in order to enhance their sales and leads to creates positive
impact upon its financial performance too.
Overall, through pest analysis, company do not spend huge amount because it is the
advantage of tool that it is cost effective method and leads to generate the best results as well.

Conclusion
By summing up above, it has been concluded that I raise my research skills which I also
used in my future. As I also do not have enough knowledge with regards to the international
theories but when I conduct the theory I found that PEST model is more beneficial as compared
to Uppsala model because it is more cost effective method, while Uppsala is not. Further, I also
concluded two real life example who also use this model whenever they wants to expand their
business at further level of success. Overall, my experience for this project is good because it
provide me a chance to work in a team where I can easily share my views and also collect my
team member’s views too. Thus, I easily concluded that by using Pest I determine the
environment of India whether it is stable for Morrison entrance or not.

REFERENCES
Books and Journals
Forsgren, M., 2016. A note on the revisited Uppsala internationalization process model–the
implications of business networks and entrepreneurship. Journal of International Business
Studies.47(9). pp.1135-1144.
Forsgren, M., 2018. Some critical notes on learning in the Uppsala internationalization process
model. Nationalekonomiska institutionen.
Oliveira, R. H., Figueira, A. R. and Pinhanez, M., 2018. Uppsala model: A contingent theory to
explain the rise of EMNEs. Revista Eletrônica de Negócios Internacionais
(Internext). 13(2). pp.30-42.
Qian, Z., 2019. SWOT Analysis on International Exchange and Cooperation of Higher Education
with ASEAN Countries of Universities in Guizhou Province. Sisaket Rajabhat University
Journal. 13(2). pp.1-6.
Santangelo, G. D. and Meyer, K. E., 2017. Internationalization as an evolutionary
process. Journal of International Business Studies. 48(9). pp.1114-1130.