International Marketing Report: Swiggy's China Market Entry Strategy

This report provides a comprehensive analysis of Swiggy's international marketing strategy, specifically focusing on its potential expansion into the Chinese market. The introduction defines international marketing and introduces Swiggy, a leading food delivery platform. The main body explores the evolution of Swiggy, current global trends influencing the company (customer service, big data analytics, delivery innovations, and millennial trends), and opportunities in the Chinese market, considering political, economic, social, and technological factors. It analyzes existing consumer behavior towards competitive products in China. The report then outlines a proposed marketing strategy for Swiggy, including its vision, objectives, SWOT analysis, and detailed marketing mix (product, price, place, promotion). The conclusion summarizes key findings and recommendations for Swiggy's international venture. The report leverages relevant academic references to support its analysis. The report is contributed by a student to be published on the website Desklib. Desklib is a platform which provides all the necessary AI based study tools for students.

International marketing
management

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Evolution and current global trends affecting Swiggy................................................................3
Opportunities for Swiggy in china...............................................................................................4
Existing consumer behaviour towards competitive products......................................................4
Marketing Strategy......................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................7

INTRODUCTION
International marketing has the clear level of consideration regarding the application of
marketing principles in order to have the province of satisfaction towards the varied need and
wants of the different people who are residing across the national borders in perfect manner. It is
the purely the decision of the company in order to get globalize. As the report will have the clear
discussion of the Swiggy, restaurant aggregator and food delivery start up (Chin and Goh.,
2019). Swiggy is India's largest and most valuable online food ordering and delivery platform
established in the year 2014. In addition to this the report will have the discussion current global
trends affecting Swiggy and other opportunities available in competitive market along with
consumer e acceptability in perfect manner.
MAIN BODY
Evolution and current global trends affecting Swiggy
Swiggy have been identified as the leading food ordering app and start up in India as the
firm have started its operation in the year 2014 as been headquartered in Bengaluru. The
company have the main to provide offering on demand as food delivery platformer in order to
have the providence form the neighbourhood restaurant to respective customer. The platform
which is been utilized the firm is the smartphone applications which have the people listing of all
menu of respective restaurants along with providing delivery using a fleet of personnel, enabling
people to order food at their convenient places. The business has been developed with the team
member of six personnel for delivery over covering more than 25 restaurants.
However, the idea has turned to be hit as between the customer and the restaurant
owners. The firm have revived all about more than worth of 155.5 million via six rounds of
funding. Investors include SAIF Partners, Harmony Partners, Naspers, Norwest Venture
Partners, Bessemer Venture Partners, and Accel Partners. As the part of acquisition, the firm
have succeeded in acquiring the gourmet food start up ’48East’ in December 2017 as it has
helped out in the strengthen the respective food services along with adjoining the more level of
capabilities which is done under the undisclosed amount in perfect manner.
Current Global Trends to affect Swiggy
Customer service as the priority
The business now a day are more level of focusing on their providing maximum level of
customer satisfaction and services. In addition to that’s customer have the clear level of
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willingness in way to order as soon as possible as it is considered import for Swiggy to deliver
the food to the person in less or minimal time.
Big data analytics
The firm are nowadays having the major availability on the data integrations and changes
availability to have given up the strength to business operations in successive way (Dave and
et.al., 2020). The effectiveness of big data will be helping the Swiggy to understand the market
along with various information which can affect the business in more prominent way. this have
clear acknowledged of the traffic, the food temperature along with purchasing history of
customer
Delivery relaxation
As the future generation have there more development and implementation for the technological
upgradation which include everything on fingertip. In addition, o that more level of modern
countries is using up the several level of ways for delivering the food with the help of robots and
drones. the customer is more level of interest to get the fat delivery as soon as possible.
Millennial trends
This is considered to be the part of key drivers which is more level of effecting the business of
Swiggy. This is considered to be the trend as there more level to be implicated to the food
service industry. As the delivery companies are more focusing on their millennial as their
priority customer. This have been the reason that’s as compared to the other level of generation
have more level of audience in order to spends the budget for prepared food.
Opportunities for Swiggy in china.
Currently Swiggy is operating in 300 Indian Cities and one of the most valueable food
delivering company. In early 2019 Swiggy expanded its operations into general products
delivery under the brand name Swiggy Stores. Its current operational efficiency and expansion in
domestic market possess effective opportunities that Swiggy can expand its operations
internationally. For the purpose of international expansion Swiggy can select China as its
international market (Maimaiti and et.al., 2018). China is an Asian country and this also is
biggest market in the world. This will strengthen position of Swiggy in international market and
its food delivery industry is continuously growing. For the purpose of identifying opportunities
available in China a analysis of various factors is being carried out which is as follows-
Political Factor
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This is one of the important factor for international consideration. Political forces of the China
has been considered as unsettled force but over past few years Chinese government has
focused on development of e-commerce industry and Swiggy is also a part of that as this
also involved online ordering and then delivering food. This is an opportunity for Swiggy in
China. But in relations with this regulations are limited such as intellectual property in not
safeguarded but along with this unavailability of regulations for privacy and consumers
rights are favourable for the Swiggy business.
Economic Factor
Increasing GDP growth rate and possibility of excelling the growth rate is one of the most
favourable factors and this is also an opportunity to expand business in China (Sun, 2019).
Increased GDP also increase disposable income of people and this is one of the most
requiring factor for expansion in international market.
Social Factor
Growth on food delivering industry and e-commerce industry both suggest that Chinese market
is socially favourable for Swiggy business. population of China is also an opportunity for
Swiggy. Chinese people often shop online and this is also an opportunity for Swiggy in
China. Culture dimension of China is collectivism and this influence decisions based on
social behaviour and this is why marketing can also be carried out easily in China.
Technological Factor
This factor of China is also favourable because it is technologically strong and has largest online
population (Maimaiti and et.al., 2018). China has a vision to be leader in technology and
science and this is why their technology is strong. This is favourable factor and an
opportunity for Swiggy as well and people of China are also well versed with the use of
technology.
Existing consumer behaviour towards competitive products
Consumer behaviour have been considered as another level of important aspect which is more
level affecting their success and or company in relation to its respective services. This is
considered to be important aspect which is need to have the proper analysis while the expansion
of Swiggy in the chine (Massingham. and Pomering, 2017). Chine is considered to be one of the
fastest developing countries famous for its descriptive usage of technologies and homes of the
various online food products firm homes. As per the clear level of estimation the chine food
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delivery markets are the have the more level of estimation around the worth over 37 billion USD,
and it is growing rapidly. In addition to that the food delivery set to have achieved the growth of
estimated pf online food sales rose by 36.8% year-over-year. In addition to that’s their new level
of online platform which are making new road this sector has been received as dramatic market
channels which have ether Potential level of growth of about the 15% in the upcoming year. On
the other hand, the competitors of the Swiggy in china is Meituan Waimai, commonly known as
Meituan, controls 40% of China’s food delivery market. This have the food delivery ap which
have the providers users which is online ordering the food delivery which is other related
services in china (Schultz, 2017). In relations with the consumer behaviours which have the on
basis of the gender major customer as these companies are male, which is of age highest number
as the customer with age of 20-25 along with occupation of the customer students.
Marketing Strategy
Marketing strategy will be simplifying the future regarding the expansion along with
marketing which is been china by the Swiggy.
Vision
To be the best level of online food delivery service company in the world by creating more value
and customer satisfaction.
Objective
 To have the gaining of market share around 10% in the china by the end of year.
 To have increase in the international level of market share.
 To increase the customer retention by 5% at the ned of year.
 To increase the profitability by 15% in each quarter.
Swot analysis
Strength
 Fast level of delivery by taking care of customer by delivery the order on respective time.
 The company have succeeded in creating level of sensible image among the people dew
to the trained level of their team members into the respective market.
 The company have the wide selection of the place offered which is the ISP to be eating
options various wide ranges along with delivery is free for the specify criteria.
Weakness
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 The company is only targeting their zonal level of restaurant as the on the other hand
competitors are increasing the level of expansion in respective to restaurant choices.
 On the other hand, the company have the low level of brand awareness in term of brand
name which is need to have effective marketing strategies.
Opportunities
 The firm have the competitive to pinon more level of food delivery services with minimal
charge. In addition to the increase in market shares is need to have the respective
rebranding of the firm.
 Next to that’s the firm have the value effective and sensible quality food in order to giver
higher services in order to be quicker with respective no charges.
Threat
 The increase level of awareness in terms of health consciousness among the target
customers.
 Potential competitors gave the threat to take away target market.
Marketing mix
Product
Swiggy is most valuable online food ordering and delivery platform along with other service in
china as the expansion have the major lee of requirement to reduce the communication barriers
to have proper level of operation in china (Wu . and Li., 2018). There is need for the application
to be user friendly attract more level of customer along with increase in retention.
Price
The company will have the follow up to allow more level of discount and application of
premium coupons which is termed as initial discounts along with more level of additional
benefits.
There will establishment of additional benefits by adopting the competitive pricing strategy in
more perfect manner.
Place
The firm will be visible through inline mobile applications by placing the order direct to
restaurant. It is more important of the firm to established the better level of relationship with
local partners in order to find out retailing in perfect manner.
Promotion
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The firm will adopt every effective promotion strategy in order to grab level of attention
effectively communicate the value to its customer.
Implementation
Recent years ap will be launched to the selected cities by application of mor level of promotional
strategy to have the increase the level of awareness in public (Wu., 2016). There’s can be use of
successive measures to build more level of equality to build in building the brand equity.
Promotion strategy should also focus and feature young age people who are supposed to be
major customers of the company.
Controlling and evaluation
There is need to have proper level of operating the operation company which is needed to be
monitors. This is helpful in analysing the any level of fault in their initial planning in which have
not negatively affected.
CONCLUSION
International business expansion requires consideration of various factors and one of the most
effective factors in this is performance of business in domestic market. Swiggy has managed to
perform very well in its domestic market and this suggest that it can expand to international
market. For the purpose of this report China has been considered as potential international
market. This provides several opportunities in different factors for business. On the basis of
available opportunities and considering threat one business plan has been discussed in this report
which Swiggy can adopt in its international expansion.
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REFERENCES
Books and Journals
Online
Chin, J.J., Kam, Y.H.S. and Goh, V.T., 2019, July. Vulnerabilities in Online Food Ordering
Website. In International Conference on Advances in Cyber Security (pp. 350-357).
Springer, Singapore.
Dave, T and et.al., 2020. The Study of Online food ordering Industry. Studies in Indian Place
Names. 40(8). pp.636-649.
Massingham, P.R. and Pomering, A.A., 2017. Introducing Knowledge Management to the
Marketing Mix.
Schultz, D.E., 2017. International marketing communication as the global marketing change
agent. Strategic International Marketing: An Advanced Perspective. p.117.
Wu, C.W., 2016. The international marketing strategy modeling of leisure farm. Journal of
Business Research. 69(4). pp.1345-1350.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
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