Analysis of Morrison's Retail Expansion in the Indian Market

This project report analyzes the feasibility of Morrison, a UK-based retail company, entering the Indian market. The report begins with an introduction outlining the project's objectives, which include determining the Indian retail market, examining outcomes of market establishment, and identifying potential challenges. These objectives are achieved through secondary research, utilizing books, articles, and models like the STP model for market segmentation. The background highlights India's appeal as a developing market. The literature review covers the Indian retail market's growth, potential sales increases, and cultural learning opportunities, alongside challenges like language barriers and regulatory compliance. The marketing strategy focuses on competitive advantage and market segmentation, using demographic and geographic segmentation. The impact analysis identifies positive effects such as market capture and economic growth, as well as negative impacts like language barriers and complex regulations. The report concludes that entering India could increase revenue and profits, benefiting the company and the Indian economy. The project includes references to relevant academic sources.

Project Structure

Introduction
 To stay competitive within a market, it is essential for the company to make strategy and
deliver the best outcome.
 In the same way, current report is based upon the Morrison who is planning to establish
the unit in India.

Objectives
 To determine the retail market of India
 To examine the results generated after establishing retail market in India.
 To ascertain the challenges which a company face while establishing into other country

How the objective many attain
 These objectives are met with the help of secondary study in which different and relevant
books and articles are used which in turn leads to attain the define aim and objectives.
 Further, by applying model and theories, scholar also attain the define aim such that for
market segmentation, STP model is used which in turn assist to examine the market
segmentation for the company.

Background
 Morrison is one of the top retail company in UK and it is planning to establish the
business in India because it is a developing country and by offering the product in Indian
market at low rate will be beneficial and this in turn assist to sustain a brand image as
well.
 Therefore, with the help of secondary research, scholar determine the feasibility of
entering in Indian market.

Literature review
 Retail market of India
 Retail industry is reached by US$950 billion in 2018 and it is also expected to reach at
US$1.1 trillion

Continue…
 Outcome generated when company is establishing into India
 Sales increases
 Learn each other culture Learn
each
other
culture
Gain
new
opportu
nities
Sales
increase

Continue….
 Challenges face by company while establishing in new country
 Language barrier
 Promotional challenges
 Complying laws and regulation Challenges face
by company
Language
barriers
Promotional
challenges
Complying
laws and
regulation

Marketing strategy
 Competitive advantage
 Market segmentation
 Market existence

Conti…
Market segmentation-
 It is procedure of dividing or separating a specific market of
potential buyers into segments or units, based on varied
characteristics.
 Segments created are composed of people who can respond similarly
to marketing tactics and who share traits such as needs, locations or
similar interests.
 Morrison before entering into Indian market identifies target market
and segment consumers based on particular factors.
 They can use demographic and geographic market segmentation that
is appropriate for company and its new business plan. Most people
in India purchase products or use services according to their age and
income source.

Conti…
Market existence-
 In general parlance, by market is meant a location where products or services are sold and
bought at wholesale and retail prices.
 Further, it conduct that for existence of a specific market, sellers and consumers need not
personally meet each other at specific place.
 In Indian market, when Morrison entre they can get many benefits.

Impact analysis
Positive effects
 From the analysis it has been analyzed that expanding in India would be seen as beneficial and
profitable for Morrison’s as retail sector acts as key role in the growth of economy in this country.
 It has also been determined that India is the fastest and largest growing country in terms of retail
sector around the world.
 However, the graph of retail industry has increased in the previous year’s & is predicted to rise in
future as well which in turn increases the level of competition within industry that may cause an
entrant threat to Morrison.