Waitrose's International Marketing Plan for Singapore

This report analyzes Waitrose's international marketing strategy, specifically focusing on its potential expansion into the Singapore market. It begins with an executive summary and an introduction to the company, its history, and organizational structure. The core of the report involves an environmental analysis using the PESTEL framework, examining political, economic, social, technological, environmental, and legal factors relevant to Waitrose's operations in Singapore. Following the environmental analysis, the report conducts an internal analysis, including a SWOT analysis to assess Waitrose's strengths, weaknesses, opportunities, and threats. The report then outlines international marketing objectives and strategy, followed by a discussion of the international marketing mix (4Ps) implementation. The report concludes with control and recommendations for long-term development and a conclusion summarizing the key findings and recommendations. The analysis provides insights into the challenges and opportunities Waitrose faces in Singapore, offering strategic recommendations for successful market entry and sustainable growth. The report is based on secondary research and provides a comprehensive overview of the considerations for Waitrose's international marketing efforts.

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Waitrose’s international marketing and competitive strategy in Singapore
Executive summary
Modern businesses are focused toward reaching a global market in order to increase their
profitability as well as gain global reputation through the distribution of unique products. In their effort
to do so there are challenges that come with it (Lindsay, 2010). Despite these challenges, the goals of
the company keep it moving forward in order to accomplish them. This paper gives, in summary, some
of the issues that will help Waitrose a company in Britain penetrate Singapore markets in its new
international market plan (Storey, Basterretxea, and Salaman, 2014). We reveal political, economic,
social, legal and environmental factors in Singapore that Waitrose will have to consider before its
penetration in Canada (Vieira, Aguiar, and de Barcellos, 2010). We shall do SWOT analysis of the
company to know its weaknesses, strength, threats, and opportunities that lie with it toward achieving
international penetration.

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Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
The company...............................................................................................................................................4
Environmental analysis................................................................................................................................5
Internal Analysis..........................................................................................................................................9
International marketing objectives and strategy.......................................................................................10
International marketing mix implementation...........................................................................................14
Control and recommendations for the long-term development...............................................................16
Conclusion.................................................................................................................................................16
References.................................................................................................................................................18

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Introduction
This paper will be discussing a company that was started in 1904 as a small grocery and later became a
world known retail company in Britain. Its new plan is to open international opportunities in Singapore.
The company name was a formation of two names Wallace Waite, and Arthur Rose after Taylor one of
the three founders left the company in Canada (Vieira, Aguiar, and de Barcellos, 2010). The company is
unique compared to others as it has over 75,000 employees who have partnered the company strength
which keeps the company the competitive advantage (Lindsay, 2010). In this paper, we will be exploring
the internal and external environments of the company that contributes to its success or failure, the
objectives, and strategies that the company has towards expanding internationally more specific
Singapore, as well as the how the company would implement international marketing mix using 4Ps.
The company
John Lewis organization hierarchy

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Fig.1.Represents organizational structure of Waitrose supermarket
The highest position in Waitrose Company is the Chairman of the board followed by the partners, board
of trustees and chairman management committee. However Waitrose is a partnership organization
owned by every employees of the organization who are over 70, 000. This makes every employee work
without getting tired.
Background history

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Waitrose is a British chain of supermarkets forming divisions of food retail. It is owned by John Lewis
Partnership, the largest employee-owned British retailer. Waitrose headquarter is in England, Berkshire
in a small town in Bracknell. It is the sixth largest grocery supermarkets in the UK with 352 branches, and
the inclusion of 30 convenient “little Waitrose” shops (Chandra, Styles and Wilkinson, 2009). The chain
has 5.1% market share and exports their products to over as well as having operational Middle East
shops. Waitrose has been privileged with a royal warrant to supply spirits, wines and grocery to Queens’
Elizabeth palace and also Prince Charles as of 2011 in (Canada Vieira, Aguiar, and de Barcellos, 2010).
David Taylor founded the Company, Wallace Waite and Arthur Rose in 1904 as a small grocery
(Alsamawi et al. 2017). The name Waitrose was adopted in 1908, two years after Taylor left. Twenty-
nine years later, the company had 10 operational shops with 160 employees working in them and was
acquired by John Lewis Partnership (Tremewan, 2016). The company used the name Schofield and
Martin after its purchase until the 1960s when it took it former name Waitrose. Over the years Waitrose
reputation has been built on the supply of freshest and best quality food (Lehtinen, 2017). Waitrose
existence in Singapore was tried first in 2015 when John Lewis stepped in the country for wholesale
export plans. Singapore has 4 main supermarkets chains, and recent emerges online supermarkets.
These chains include Cold Storage, Sheng (Siong et al. 2009).
Environmental analysis (Pestel analysis)
Political factors
Political factors in a country affect the operation of a company. Before Waitrose lands and opens it
chains in Singapore, it will need to do a thorough general view of the political situation. Political factors
to be considered include government policies (legal, economic or social), minimum wage, employee
health insurance, overtime compensation rules, labor contracts, etc. Political risk is minimal in Singapore
as the country is said to be the most democratic country in the continent by the Political and Economic
Risk Consultancy (PERC). The Singapore’s political stability has increased peace and improved business
opportunities in the nation (Storey, Basterretxea, and Salaman, 2014). Waitrose should consider
decrease or increase in tax by Singaporean government as this could make or fail their success (Luan,
2010). The reason why there is a need to do thorough political scrutiny is that the government will
always protect the right of its public, the government also consumes products and services, and even its
actions will influence the economic environment (Tremewan, 2016).
Economic factors

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The fluctuation of economy (growth and stagnation) time to time directly or indirectly affects retailers in
the same way it does to the other industries. Singapore has a market free vibrant economy (Phillips and
Nugent, 2014. Suicide and the Great Recession of 2007–2009, pp.22-31). Economic factors that affect
business include changes in interest rates purchasing power, inflation rate and exchange rates. These
factors determine how shoppers spend their money. The country has very few reports of corruption
which translate to high support of business sectors. Waitrose would enjoy Singapore’s’ very educated
and motivated employees (Spence and Bourlakis, 2009). Singapore has the highest per-capita income in
ASEAN. Singapore financial and legal framework will be favorable to Waitrose. The pharmaceuticals,
tourism and other sectors have flourished in the recent pasts due to governments’ investing in
diversifying economy (Massa, and Testa, 2012). The likely constraint Waitrose is expected to deal with in
Singapore is labor shortages, declining productivity, and rising labor cost. In the UK the retailer has faced
the inflation rates with UK economy (Hay, 2009).
Social factors
Social factors to be considered in Singapore will include tastes and trends, fashions, traditions, family
values as well as demographic factors like population age. Age in particular has been predicted as the
likely cause of negative effect to supermarkets in the UK as many people retire from their jobs reducing
their purchasing power (Stockdale and MacLeod, 2013, 32, pp.80-92). Singaporeans uphold their
traditional family values just like other eastern countries Tremewan, 2016). The people of Singapore
work hard to meet their daily needs meaning Waitrose would enjoy the consumers’ purchasing power
(Armstrong et al. 2015). Reports have shown that most Singaporeans dislike blue collar jobs like
construction which would offer Waitrose an opportunity to have a wide range of available employees
(Armstrong et al. 2015). It is the culture of Singapore culture that every child has primary education, and
every parent is required to ensure kids attend school (Welch et al., 2011). Therefore, literacy levels in
the country are high with good command of Chinese and English languages which gives it an advantage
in attracting foreign investment and international trade. In UK however it is said that the population is
increasing at an alarming rates of with the figures of 2008 at 6138300. With the highest birth rates,
reduced number of deaths and increased migration to UK has led to this growth (Blak, 2011.pp.251-
255).
Technological factors

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Technology is the newest opportunity for retailers across the world offering online shopping opportunity
including to Waitrose’ competitors (Close & Kukar-Kinney, 2010). There is the high adoption of
technology in Singapore with many people using the social network to connect with each other. The cost
of connecting with customers is also low as resident easily connect to the rest of the world giving
Waitrose an opportunity to do online marketing and sale of their products. Technology has raised social
networking in Singapore and sharing of information is very effective (Massa, and Testa, 2012). Singapore
domestic IT penetration is praise-worthy with over 70% of people using the internet. In UK many people
prefer online shopping with highest percentage of food shoppers turning to online shopping compared
to other countries. The multinational companies are setting their regional operational offices in
Singapore with many having to set their headquarters there. The Singaporean government is also
moving to an electronic government era (Pishvaee, Ramzi andTorabi, 2012). These opportunities will be
useful for the Waitrose supermarket because there are a handful of people using internet which would
simplify its goal of more significant market share.
Environmental Factors
Singapore Anti-Pollution Unit and Ministry of Environment takes environmental issues seriously and
works together to ensure there are fresh air and other environmental factors (Kotler, 2011). The
transportation sector is the primary pollutants of urban areas of Singapore. Reports state that Singapore
was among the most polluted countries with the carbon dioxide emissions (Kotler, 2011). The
environment in recent years has become a topic of discussion giving an opportunity for the big players
who look for opportunities to be recognized as solution finders and environmental sustainers . Water
Pollution in Singapore has led to shortages of water, and this would offer an oppor tunity for Waitrose
to supply clean drinking water for her population (Luan, 2010). This is because there is a high
dependency of Malaysian water suppliers to the country where a local brand NEWater which purifies
sewerage water cannot supply enough water (Luan, 2010). This raises a need for immediate action
which would give Waitrose an opportunity to do so (Xi, X. and Poh, 2013).
Legal factors

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Singapore government has a belief that growth of electronic commerce will depend on transparency
and transparent and favorable market regulations and legislation. Singapore government launched e-
commerce program first in 1996 with the aim of developing e-commerce services (Alsamawi et al. 2017).
It established cross-border e-commerce policies and laws through building the right infrastructure since
1998 (Czinkota, Kaufmann and Basile, 2014). Some of these policies include Some of them are Content
Regulation, Intellectual Property Rights, Electronic Transactions Act, Tax Issues, Amendments to the
Evidence Act, Import, and Export Procedures.
Internal Analysis
Waitrose SWOT analysis
Strengths: strength is what the company depends on to survive. There is a number of strength with
Waitrose retail chain as follows:
Waitrose has an opportunity to use royal warrant it has to supply Queen Elizabeth and Prince
Charles with groceries and wines and spirit,
The company has over 300 stores in the UK giving it a substantial market share in the country,
The company has also received many recognitions and awards which has built its reputation,
The company has close to 100, 000 employees working for them who are also shareholders,
The company has an established brand name through sponsoring of English Cricket Team,
MyWaitrose loyalty card success cannot be disrupted,
Increased international online sales,
Good advertising efforts which are popular in the country, and
Studies show that Waitrose has a more ethical consideration compared to its competitors.
Weaknesses: this is what the company should improve on.
The Company faces a lot of competition from its rival companies ASDA Group Limited, Tesco
PLC, Morrisons, and J Sainsbury PLC, and if not well managed it may decrease its market share.
The publication of in the magazine Waitrose Kitchen backlashed on social media.
Opportunities:

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Singapore has a hardworking populace who with purchasing power,
It has succeeded in white based packaging,
Waitrose has the potential of gaining higher market share in future,
Singaporeans are using the internet and social media which is a booster for Waitrose international trade
(Pishvaee, Razmi and Torabi, 2012), and
To build a very rich image reputation and expansion in more favorable in other markets like Singapore.
An opportunity to take forward matters of community and campaign to generate publicity through word
of mouth
The use of technology would expand its market share (Jiang, Yang, and Jun. 2013)
Singapore requires an immediate solution to the water shortage
Threats:
The company may lag behind regarding competition in both local and international global
Falling to make clear its stand on “free coffee” scheme
Poor environments conditions in Singapore
International marketing objectives and strategy
Online delivery order (website, johnlewis.com)
Objectives of international marketing

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Obtaining a minimum of 15% of department stores in international markets (, i.e., Singapore)
Achieve annual growth rate of not less than 18% internationally Massa, and Testa, 2012)
Ensuring revenue from the international market will account for not less than 45% of total Lewis
revenues by 2018
To help John Lewis become top three global department store by revenue levels as of 2020
To form a strategic partnership with at least more than one major local company where John Lewis
steps
One of the most effective international strategies that have helped many companies today is online
platforms where customers can place order wherever they are, and goods get delivered in their home
country (Nijssen, and Herk, 2009). Waitrose has adopted its website johnlwis.com where customers can
order products for delivery to countries such as Philippines, Malaysia and Hong Kong (O'Dwyer, Gilmore
and Carson, 2009). This has also given customers a variety choice of 10 other currencies to make
payments. Strategic alliances
This strategy is different from the traditional joint ventures where each individual partner was to
contribute a fixed amount of resources and the venture develops on its own (Lehtinen, 2017). In this
strategy, firms collaborate beyond limitation to a joint venture after they poll their resources together.
They rely on each other’s’ skill to benefit from their experiences (Czinkota, Kaufmann and Basile, 2014).
This strategy is the key driver of Waitrose when it will be penetrating the Singapore market. These
alliances involveproduction technology or technology transfers and distribution access where each
partner contributes a different portion of the venture.
Mergers and acquisition strategy
This strategy works well as it helps Waitrose quickly penetrate the international market than
starting from scratches. This strategy is used to complement the joint venture in Australia (Czinkota,
Kaufmann and Basile, 2014). The company decides to use this strategy for it has a potential of taking a
competitor out of the market (Bowman, 2014). Waitrose is aware that this strategy is quite expensive
when entering the market since it requires confronting top management which acquires significant
funding, qualified staff from Waitrose (Nijssen, and Herk, 2009).

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Functional strategies
This strategy will look at the connection between expenditure and lifestyle characteristics of
customers and their tendency to purchase a particular product over the other. By so doing the company
will use the understanding to achieve competitive advantage (Lindsay, 2010). The company also intends
to improve direct marketing response through targeting the right market segment using the right media
at the right time during their promotion (Massa, and Testa, 2012). The other functional strategy is a
continual connection with customer’s emotions as well as solving their problems etc. as defined in their
retail pillars.
Marketing mix strategy
a) Product positioning
Waitrose will use this strategy to earn their customers loyalty and trustworthiness. This will be
achieved by ensuring that their outlet's services are convenient and satisfying to their customers
(Christodoulides and De Chernatony, 2010). They will also use technologies in stores and outlets to
manage their demands properly as well as serving customers well as they get what they want(Bowman,
2014). Customers are also to be issued with partnership cards to earn them points and vouchers any
time they shop.
b) Pricing
Pricing of Waitrose is done through comparison of the competitors’ price and also on the basis
of customers’ value reflection. Since the company will be newer in the international market, its price
tends to be relatively lower (Lindsay, 2010). The use of premium brands like royal label which it was
licensed to manufacture, distribute and sell will also help the company in capturing tourist and other
customers in tourist destinations.
c) Promotion
Waitrose will advertise, offering free samples, to promote special packaging and brands. In
advertising, the company has three objectives of passing information of goods available, create
awareness and persuade customers to buy (Christodoulides and De Chernatony, 2010). Waitrose will
use television advertising and social media to reach the aged and young people respectively more so in

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Canada (Vieira, Aguiar, and de Barcellos, 2010). Free samples are intended to inducing customers to try
the Company’s new products.
d) Distribution
Reaching customers will be achieved through the use of different stores, channels and websites
catalog. The other important consideration in distribution is to locate a consumer zone where the
customers will find convenient to access and shop such as city centers, where the majority are working
class (Pishvaee, Razmi and Torabi, 2012).
Operational Strategies
a) Staff recruitment and training
All the new staff including newly recruited or those acquired through other organizations
acquisition will be taught about the products, systems, and services of Waitrose in order to offer quality
service to its customers (Pishvaee, Razmi, and Torabi, 2012).
b) Online and other system updates
The installation of necessary systems will be done as well as partnership card or online shopping
system to enable e-retailing.
Other operational strategies would include radio sports and TV advertisement, Business stores
stock up and launch, Point of purchase, Public relations, etc.
International marketing mix implementation
John Lewis applies four marketing mix which includes 4p’s-Price, Product, Place, and Promotion.
These marketing mixes are discussed below in details.
Price
For decades now John Lewis Company believes that fair prices have always been the central
weapon of their business. John Lewis has adopted competitive pricing strategy in all their products and
while keeping the quality and products’ value in mind (Lehtinen, 2017). The company compares its
pricing with their competitors frequently (Bowman, 2014). Although their prices would remain a little
high compared to other players, the company has a set price-monitoring that helps to proactively keep a

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check on the prices of their competitors’ brands every day including online checks and during sales
(O'Dwyer, Gilmore and Carson, 2009). This strategy allows customers to request for price matching if
they find cheaper products in other outlets.
Place
Waitrose Company commonly uses a multi-channel strategy by using different channels of
distribution to cater to its customers (O'Dwyer, Gilmore and Carson, 2009). They exist on Facebook,
Twitter, and YouTube in addition to their spread retail outlets in Britain. The company has also used
apps in smartphones to increase customer convenience. In England alone, Lewis operates 50 stores.
Products
John Lewis products are among the leading in the UK retail markets. Their services range from
personal styling and nursery advice to technical supports and appliance installation (Christodoulides and
De Chernatony, 2010). Several services exist in their retail stores which are parts of their marketing
mixes (Chatterji, 2016). Their products are designed to fit for Electricals and Technology, Gifts and
Celebrations, and Baby and Child, Home and Design, Fashion and Beauty. In the provision of home and
designs, they have their own brand's comforters, pillows, etc. made from Lancashire mill at Herbert
Parkinson (Zhang, and Babovic, 2012).
Promotion
There is the adoption of innovative promotion strategies by John Lewis for their products as well
as creatively using festive occasions to develop different advertisements as the year ends. In one decade
ago consumers are being attracted to creative ads that the Company makes which they long for during
Christmas seasons (Christodoulides and De Chernatony, 2010). Examples of their most public campaigns
include Buster The Boxer, The Journey, the Bear and The Hare, Monty the Penguin, and The Long Wait.
They have won several polls in UK personal ads, generated millions of views on YouTube and “The Long
Wait” won its place in primary school teaching curriculum.
Control and recommendations for the long-term development
Companies that are owned by employees are more ethical and higher performing than those with other
models of ownership

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Democratic management styles can go hand in hand with an open culture, with encouragement for
constructive dissent and challenge and with support for information flow (Chandra, Styles and
Wilkinson, 2009).
Waitrose should continue with its managerial structure of employee ownership to continue increasing
loyalty and competitive advantage. The employee-owned organization represents a more stable kind of
an organization (Welch et al., 2011).
Waitrose Company should continue with its wines and spirits supply to Prince Charles and Queen
Elizabeth palace (Czinkota, Kaufmann and Basile, 2014).
The company should continue with its plan to increase their international market reach to increase their
profits margins and their market share (Chandra, Styles and Wilkinson, 2009).
The Waitrose supermarket should continue with its fair price strategy to make the products demand
continue increasing as well as maintaining the quality of customer services (Lehtinen, 2017).

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Conclusion
John Lewis company ownership model is the best for a company that faces stiff competition in its faith
to bring better solutions for the world people. An employee-owned company has a great potential to
maintain competition for a long time because every employee works hard as the real owners of the
company. It is important that companies that want to explore international market put into
consideration political, economic, environmental and legal factors. Politics of a country can have a
negative or positive impact on business and therefore, raising a need to be cautious about the political
situations in different regions. The economy of a country affects business growth as well. Things like per
capita income, tax, and change in government policies, etc. are factors that would have great effects on
the business.

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Appendices
Appendix 1.1.A chat representing Great Britain market share with competitors
Appendix 1.2.A representation of Waitrose organizational structure

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