Waitrose's Malaysian Market Entry: Strategies and Challenges

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Research Project (LO2, LO3, and LO4) (P3, P4, P5, P6 & P&)
Topic: The different strategies employed by businesses to enter emerging market: A case of
Waitrose entering Malaysian market
Student’s ID:
University Name:
Author’s Note:

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Abstract
This project can portray different strategies taken out by the Waitrose Company in order to enter
the Malaysian market and several prospective of the company. The researcher has used both
primary and secondary methodologies in order to portray the entire research. Both deductive and
inductive research method has been used by the researcher in order to gather information for the
project. Additionally, a semi-structured interview comprising of close and open ended questions
has been started by three managers of this company. However, certain suggestions are mentioned
in the task that may be used for further research. At the end of this research, a reflection has been
represented as concern the methodology.

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Acknowledgement
I would like to extend my heartfelt thanks to my supervisors for their guidance and support.
Without their gracious co-operation, it would not have been possible for me to complete this
research work by covering all the aspects of research.
I would also like to thank the supervisor for their encouragement and support that has helped me
for achieving the research goal and study objectives.
Thanking you

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Table of Contents
a) Introduction.................................................................................................................................4
Research Background..................................................................................................................4
Research aim and objectives........................................................................................................4
Research Questions......................................................................................................................5
Research Hypothesis:...................................................................................................................5
Research rationale of the given topic...........................................................................................5
b) Literature review.........................................................................................................................6
Several business strategies employed by Waitrose to enter Malaysian market...........................6
Image and vision approach..........................................................................................................7
Several challenges while entering the Malaysian market............................................................7
Marketing research for entering the new market.........................................................................8
Knowing the target market..........................................................................................................8
c) Research methodology................................................................................................................9
Role of descriptive research.........................................................................................................9
Primary and secondary method.................................................................................................10
How Interview and survey will be performed...........................................................................10
How data will be collected........................................................................................................10
Data analysis techniques to be utilized......................................................................................11
d) Data analysis and interpretations...............................................................................................11
Results and Findings..................................................................................................................11
Survey questions....................................................................................................................11
Interview question.................................................................................................................18
e) Research Outcomes...................................................................................................................19
f) Reflection & recommendation for alternative research methodology.......................................20

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Recommendation:......................................................................................................................20
Future Research:........................................................................................................................20
Reflection:..................................................................................................................................20
g) Conclusion.................................................................................................................................21
References......................................................................................................................................22

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a) Introduction
Research Background
The main aim of this task is to give an evaluation and analysis of several business strategies of
Waitrose on the behalf of entering the Malaysian market. This company was established in the
year of 1908 with a particular shop that utilized to sale huge range of grocery items. In recent
time, brand is an insubstantial asset that is mainly desirable for long run industries towards keep
motivate with their competitive surroundings. In case of Waitrose, brand is the key thing to make
a product in a leading position of their consumer’s mind. Thus, successful businesses strategies
are necessary to employed by the company towards enter an emerging market (Hoskisson et al.,
2013). Launching new items within the marketplace is an exclusive task, and thus marketing
strategies requires to be implemented within the proper manner. The organisation is to propose
to make essential products and sell readymade food items towards their consumers. However, the
pricing strategy is mainly accountable for the success of any item. The enlargement of Waitrose
in the region of Malaysia would direct to more sources and opportunities to produce well.
Qualitative and quantitative research methods are utilized to obtain the best result within this
task. Besides, interview and survey strategies have been done to collect the valuable information.
The impacts, factors and issues concern the research topic have been conversed to obtain a brief
idea (Wang et al., 2012).
Research aim and objectives
The aim of this task is to find different strategies employed by Waitrose to enter the Malaysian
market. Besides, the main objectives these research topics are:
 To recognize several business strategies that may drive the business of Waitrose in
the market of Malaysia
 To examine the marketing principles that utilized by Waitrose to enter emerging
market
 To recognize the challenges where the business strategies of Waitrose may be
impacted due to competitive market

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Research Questions
1. What are the different business strategies adapted by Waitrose in order to satisfy the
demand of emerging market in Malaysia?
2. How Waitrose is making business activities in order to change the business standard in
merging market.
3. Does the business strategies implemented by Waitrose is providing positive impact in
market?
Research Hypothesis:
Hypothesis 1
H0: Different business strategies adapted by Waitrose make both positive as well as
negative impact in emerging market of Malaysia
H1: Different business strategies adapted by Waitrose do not make both positive as well as
negative impact in emerging market of Malaysia
Hypothesis 2
H0: Neither targeting the market, nor differentiating make any positive impact in the
business of Waitrose in Malaysia
H1: Targeting the market and differentiating make positive impact in the business of
Waitrose in Malaysia
Research rationale of the given topic
The topic different strategies employed by businesses to enter emerging market are very vast as
well as attract one. This is why the researcher has selected the topic. Business strategies all the
terms connected towards business and enlargement to an emerging market, which Waitrose
requires to aim. By implement several business strategies in the emerging market like Malaysia,
company easy to sell their items without any complexity. A company like Waitrose gives several
benefits and enlarges the quality of living of several people. They must adopt the Malaysian
culture to expand their market easily (Cavusgil et al., 2012). Waitrose was well aware about the

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expanding demand for the convenient food item that is destined to save efforts as well as time for
the customers. In the market of Malaysia, quality is one of the main requirements of consumes as
Waitrose would carefully handle with this. The main motive of these organisations is to sell the
top quality food items towards the Malaysian consumers at acceptable price range. However,
Waitrose would cover up the desirable prices as it may increase more profit. They would use
advanced business strategies to maintain brand image within the marketplace.
b) Literature review
Several business strategies employed by Waitrose to enter Malaysian market
It is essential to recognize the consumer’s requirements and task is to discover how the new
items obtaining the valuable response from consumers. As opined by Rabbiosi et al. (2012),
Waitrose need to make sure that they must prove the best quality of product and capture their
existing consumers by its test. In the competitive market, three main components of businesses
are to implement, which Waitrose may follow:
New product development and establishments- In the Malaysian market, Waitrose require
uncovering if the new regional food items are obtaining importance towards the consumers. As
cited by Thite et al. (2012), consumers act an essential role to develop a new product success in
the competitive market. Thus, company should try to determine what kind of motivation may be
satisfied by items and then develop the item, as it would be capable to give those benefits
towards consumers. Waitrose require uncovering if the regional food items may beat the existing
products and satisfying more consumers than the existing products.
Resonate the target market and differentiate from competitors
As discussed by Rabbiosi et al. (2012), company requires to estimate that there must be a solid
reason for the consumers to select their products. Thus, Waitrose have to make innovation food
items, which will offer a brand individuality and similar satisfy towards their consumers. The
similar business strategy require to integrate for the company as they would ensure that new food
items would make reverberate mind towards the target consumers. On the other hand,
differentiate the consumers is key thing for the company. As noted by Rothaermel (2013),

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differentiation is main aspect to success of new item with similar brand. Quality of product may
differentiate their items from competitors and would create question within consumer’s
perception what is dissimilarity in their selecting item.
Image and vision approach
The management of Waitrose aims to launch new product new range, which will handle with the
needs of consumers. As argued by Xu and Meyer (2013), culture, image and vision about the
company have to be highlight as they attract more consumers. The main vision of organisation is
to launch huge range of items, which may cater the needs of consumers. However, price, services
and quality are some of the main factors, which are to focus by Waitrose while they enter in the
Malaysian market. Product tastes and quality are redefined as per needs of several consumers.
After recognizing the preferences of consumers, the organisation has intended to generate several
items, which would enlarge the goodwill and sales for their management.
The company must allow the best marketing principles while entering the Malaysian market. As
opined by Sandberg (2014), their management may work towards implementing as well as
developing efficient strategies for their brand maintenance. Besides, business strategy comprises
of marketing campaigns that analyse the needs of consumers and handling those necessities with
the proper way. The organisation has intended to launch new food items and services, which may
be helpful to enlarge their sales in the Malaysian market.
Several challenges while entering the Malaysian market
Threat of Substitute
The demand of Malaysian food items is extremely high. Consumers do not have to spend their
valuable time in selecting the food item. This has inspired the management to implement and
adopt an efficient way, which will attract consumers and enlarge their sales. In the region of
Malaysia, food items are generally designed and cooked as per needs of the consumers.
Consumer’s preferences are recognized based on the food eating habit. This has supported the
management to make new food items, which may cater the requirements of consumers. As noted
by Wang and Lestari (2013), price, taste and products variety are some of the aspects, which are
assumed towards attract the consumers. Waitrose must concentrate on those factors as this would
support in approach the consumers and retaining the existing customers also.

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Threat of new entry
In the food sector, the competition among several companies has tremendously increased day-
by-day. Products are made and sole towards their consumer after analyzing the development
brief. As opined by Sundström and Radon (2015), developed technology is integrated and
adopted by Waitrose’s management to attract more consumers. Threats of new entries are
analyzed by the company and resolved as soon as possible. Quality in food standards and safety
measures are followed by the management towards develop the product’s values, which are sold
to the consumers.
Marketing research for entering the new market
According to Brenes et al. (2014), new development of product is necessary for the company’s
progress. Company must research on the market while they launch new item to retain the
consumers and progress the sales of foods items. Through research and developmental method,
Waitrose’s management will be developing the design strategies as develop new products or
launching new items for their clients. It is necessary integrate and design developed marketing
strategies, which will support to attain the desired organisational target. With recognize the target
market; it is probable for Waitrose to increase the industry and their business.
As argued by Cavusgil et al. (2014), new product development is so expensive and time
consuming in recent time. Through this method, the management focuses to improve and
overpower the compete edge, which exists within the industry. The presentation of new items has
to be implemented and analyzed within the proper manner. On the other hand, marker analysis is
one of the important aspects in business strategies as it supports the company to determine the
needs of their consumers.
Knowing the target market
Through the target market, Waitrose may analyse the perceptions of consumers, and new
procedures are developing in terms of products services and visibility.
Buying ability of consumers- In this method, consumer’s experience and their willingness is to be
analyzed by the company. This supports in integrating and developing the essential changes,
which will attract more consumers towards Waitrose’s products.

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Gender- The food items are approved and tested by the health authorities. Product diversification
is the most challenging task that must be implemented through appropriate process (Bortoluzzi et
al., 2015). The best activities are to be integrated to convince the consumers.
Conspicuousness- It is always required to bear in Waitrose’s management that new item should
be visual in front of every consumers. However, extremely visible items are more disperse rather
than invisible item.
Trialability- Purchasing a new item is high risk before admitting the item that is why most of the
consumers keep away from new item. This is the notable point for Waitrose as a foods retailer
they must arrange the testing of new item towards main entrance premises (Bianchi, 2014).
c) Research methodology
Research approach plays a very impotent role in every research project and researcher needs to
present this research approach perfectly (Terrell, 2012). In order to found different strategies for
Waitrose Company, the researcher need to acquire the primary data by using survey method and
interview. Collection of data’s can also play a very impotent part as this will lies under findings
for implementable action in the Malaysian market (Van Der Vlist et al., 2012). On the other
hand, inductive method mainly focused on the impact of employed business strategies by several
companies in Malaysian market. Both survey and interviews has taken almost 50 employees as a
sample size in order to gather proper information about pros or cons of the implement by
Waitrose Company. Internet sources, journals, books, magazines published by several companies
will be act like a secondary data for this research and researcher need to collect them precisely
(Brannen, 2017).
Role of descriptive research
The definition of research design tells the fact that the researcher need to gather information
about the research and compile them in a perfect manner to portray the significance of the
research perfectly (Venkatesh et al., 2013). Descriptive research can be used by the researcher to
order to find the research related information. Therefore, the outcome comes from the business
strategies implementation will help Waitrose company to take some serious changes in
organizational structure for securing their place in Malaysian market. On the other hand,

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descriptive design has a strong attraction towards identifying significant data and manages them
by using quantitative data.
Primary and secondary method
Data collection process for the research paper in very important and there is no scope for any
kind of error. Two types of data collection method exist in all kind of research related research
like primary and secondary. Primary data can be collected from the employees of the company
by the researcher in order to portray the exact scenario of the company after implementation of
the business strategies by the Waitrose Company (Yilmaz, 2013). 50 employees from this
company will be the part of this survey process and the research need to take both with precision.
Primary data collection has been taken by the researcher while keeping in mind those 3 managers
from this company also is a part of the interview process.
Interview and survey will be performed
In case of primary data, interview and survey would be utilised to get the desired information
related to the topic (Palinkas et al., 2015). In case of Waitrose, the use of close-ended questions
will be asked to gather required information, which is related as the subjected matter when it is
being evaluated. In case of survey, the close-ended questions are chosen whereas in case of
interview, the open-ended questions.
Data analysis techniques to be utilized
For conducting the interview method, a purposive Sampling was selected to analyse the
globalisation in the selected market. This includes 3 managers who are working for Waitrose
(Rittichainuwat and Rattanaphinanchai, 2015). However, the data analysis technique to be used
will be quantitative data analysis with the help of Excel, pie charts and tables.