Analyzing International Marketing Strategies for Wilko Retail Ltd

This report provides an in-depth analysis of Wilko Retail Ltd's international marketing strategy, with a specific focus on entering the Saudi Arabian market. The report begins with an introduction to Wilko Retail Ltd, followed by a PEST (Political, Economic, Social, and Technological) analysis to assess the macro-environmental factors influencing the business. The PEST analysis examines government regulations, economic conditions, social factors, and technological advancements within Saudi Arabia. Subsequently, the report evaluates a suitable market entry strategy for Wilko, recommending an exporting strategy as a viable option. This strategy is examined in detail, including the necessary steps, product and service considerations, customer focus, pricing strategies, and the importance of market evaluation. The report concludes with recommendations, emphasizing the opportunities available in the Saudi Arabian market and the importance of adapting to the local business environment, and highlights the significance of a customer-centric approach. Finally, it stresses the importance of market analysis, product adaptation, and a focus on building strong customer relationships for long-term success. The bibliography provides a list of sources used throughout the report.

Running Head: INTERNATIONAL MARKETING
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Table of Contents
Introduction......................................................................................................................................2
PEST analysis..................................................................................................................................2
Suitable market entry strategy.........................................................................................................4
Conclusion and recommendations...................................................................................................5
Bibliography....................................................................................................................................7

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Introduction
Wilko retail Ltd was established by the James Kemsey and Mary Cooper. In 1930 Wilkinson
outlet was opened at 151 Charnwood Street, Leicester and remains within the hands of instituting
family today. Wilko Retail Ltd. is the British high street chain that sells households, home wares,
health, and beauty lines, confectionary, bathroom, and products. It has the trend to take over the
redundant former outlets in place of building new in the West Midlands. In 1938, warehouse and
offices was opened and located within the existing premises in Syston. It has the fastest system
of sorting in the UK. In 2000, it has opened the second store of the distribution in the Magor,
South Wales. In 2017 it has awarded the five year logistics contract to the Wincanton plc.
PEST analysis
This is framework to analysis the key factors that influences the organization. The PEST analysis
is used to monitor and analyze the macro environment factors (Pratap, 2018). PEST analysis
uses the strategic tool to understand the growth of market and potential of business (Barney,
2019).
 Political
The government regulation in Saudi Arabia on businesses is required that organizations should
comply with the local statues, federal state, and regulations administered through the legislative
bodies and carried by regulatory agencies. Regulations of government in Saudi Arabia are
business friendly. The king in Saudi Arabia governs by the council of ministers in which he
works as the president. It is divided within the 13 provinces and each is administered through the
provincial governor that appointed by king. These are subdivided within the provincial governor
that appointed by king. The provinces within the Saudi Arabia are subdivided within the districts,
governorates, and centers. Provincial councils in Saudi Arabia are empowered to for determining
the development requirements of its respective provinces and make the recommendations
regarding improvement of products and request the appropriate within the annual sales budget.
Wilko Retail Ltd operations will work under the government regulation and strategies to give
time to specialists. It should manage the laborers and improve the conditions of working as
ethical exchanging initiative piece.

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 Economic
The economy of the Saudi Arabia is known as the capitalist economy. The private sector
contributes to 40 percent for the GDP growth rate. The economy progression of Saudi Arabia is
experienced the progression of variances that connected by general explosions and droops within
the financial movement. Monetary change within the nation affects the business incorporate
changes within the compensation rate, investment rate, and expansion rate (Cooper, & Taylor,
2017). Wilko Retail Ltd will grow within the Saudi Arabia as financial conditions are good due
to the low rates of investment and climbing interest. Products and services of the Wilko Retail
Ltd will be based on the existing technologies to meet the requirements. It will align the
strategies in the economic realities to achieve the sustainable success and competitive
advantages. Market driven factors and priorities of the Saudi Arabia government will affect the
economic conditions by public spending. Modern framing concept will support to frame the
concept of management by the use of digital technology to monitor and optimize the process of
production. This will help the organization to achieve the objective by reducing organizational
costs, reduce the impact on the environment, and produce the quality products (Porter, 2018).
 Social
Economic and social conditions of the social factors affect the society groups and individuals.
These all are reflected within the trends, preferences, and attitudes which affect the behavior of
market, political decisions and legislation. This is important to understand the social factors that
affect the demand within the market, possibilities of funding and legislation to determine the
impact on the future business environment. The social factors influence the organization present
and future environment by political and economic instruments. The main key for the success of
Wilko Retail Ltd will be the positive development in employment and wealth distribution that
contribute to the stability within the society. This is very critical and new concept for the citizens
(Porter, 2015). Opinions of the public will have the impact on the business. The social factors are
identified by the example of tastes, way of life, and conduct. The main part of change in
consumer conduct comes due to the change in styles and designs. The structure of the age is
populace and adjusts over the long haul. Wilko Retail Ltd will understand the social changes and
provide a superior vibe regarding the future circumstances in business. Wilko Retail Ltd will

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have the social objective in the Saudi Arabia to improve the workers conditions, standards of the
living, and gender equality as the main priority.
 Technological factors
Business technologies help to develop the nation by accelerating the pace (Ottman, 2017).
Digitalization within the all society sectors dominant the trend regarding time and regularly
challenge the conventional solutions through offering the low costs and increase capacity. It will
be effective driver for the Wilko Retail Ltd to analyze the massive data set of competitors.
Regularly development of technology within the organization will develop the capacity to
transfer, produce, store and analyze the diverse data. Technological changes are valid as cutting
the edge and correspondence innovations. The formation of database and electronic interchanges
empowers the incomprehensible data continuously and upgrades in the administration. Wilko
Retail Ltd is required to be mindful regarding the recent important advances to surf the progress
wave. Contender’s activities will affect the Wilko Retail Ltd capacity to make profits and look to
pick the favorable element through separating item, administration and look to give the best
esteem to cash. The technology development in the Wilko Retail Ltd with the combination of
new technologies and data will bring the new opportunities for the business to cooperate and
dominant the digital platforms with the common approaches.
Suitable market entry strategy
Market entry strategy refers to the planned method to deliver the products and services to target
the market and distributes to manage and establish the contracts within the foreign nation
(Boons, et al., 2013). There are many ways in which the organization can enter in the Saudi
market. Wilko Retail Ltd should use the exporting strategy that is the most traditional and
established form to operate the business in foreign markets. It is defined as the goods marketing
that produced in one nation to another. There is no requirement of direct manufacturing in the
overseas nation as important investment in marketing are necessary. Exporting will give the
opportunities to Wilko Retail Ltd to learn before investing in the mortar in Saudi Arabia.
Building thee good strategy of exporting needs the many key elements like talent, time, money,
focus, energy, and commitment. It should use the determination to determine the important
factors which are useful for the market of Saudi Arabia.

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 The product and services
The strategy of exporting starts with the products and services of the organization (Schaltegger,
Lüdeke-Freund, & Hansen, 2012) Wilko Retail Ltd should export these without modifications.
The market of the Saudi Arabia will be quite attractive for the product of organization. It will
also establish the relationship with the experts that help to grow the business.
 The customers
Organization should promote the product to guarantee as it approached to the exceptional
quality. It should promote the brand by guarantee the exception quality and convey the
unprecedented shopping on the daily basis. Organization should offer the product that conveys
operational proficiency. It will keep and amplifying the projects of improvement to represent and
verify the organization potential. The target customers of the organization will be based on the
presence and approachability of the product by advancement. The effective advancement will
help the Wilko Retail Ltd in Saudi Arabia to satisfy the huge base of customer.
 Evaluation and pricing
Wilko Retail Ltd for exporting should evaluate the pricing of competitors in the Saudi Arabia. It
will see that the product pricing is competitive and determined by the relationship. It will use the
method to evaluate the structure of pricing and review the capacity to sell in the foreign market.
Conclusion and recommendations
In the limelight of the discussion it can be concluded that Saudi Arabia market will bring the
more opportunities for the business of Wilko Retail Ltd. It will get the higher success with the
effective market analysis. The products of the organization should be in an opportune spot within
the ideal time (Baumgartner, & Rauter, 2017). It is required to verify the product when reached
in the Saudi Arabia and needed the vital operation. Wilko Retail Ltd should spot the action that
guarantees the accessibility. This organization should use the indispensable segment and
concentrate on the rudiments to make the effective business structure and work for the wellbeing.
It should also perceive the criticalness of group to make the close connection with the buyers. It
will help the organization to keep and amplifying the procedure of business. According to the

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researchers this will be the decent chance for the Wilko Retail Ltd to open the stores by
publicizing and advancement. Vital showcasing devices will be used to make the products and
administrations alluring and create the more sales and profits (Boons, & Lüdeke-Freund, 2013).
It should react to the change by particular end objective to aggressive. The creation of fitting
procedures will permit the advancement as the useful fundamental. This organization should use
the focus strategy to make the business procedure intended and proceed with the development.

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Bibliography
Pratap, A. (2018, 03 09). Industry PESTLE Analysis. Retrieved from Notesmatic:
https://notesmatic.com/retail-industry-pestel-analysis/
Barney, J. (2019). “Firm resources and sustained competitive advantage,” Journal of
Management, 17(1), pp. 99-121.
Cooper, C L and Taylor, H (2017). Organisational change- threat or challenge, Journal of
Organizational Change Management, 1(1), 68-80,
Porter, M.E. (2018). Competitive strategy: techniques for analysing industries and competitors.
New York: Free Press
Porter, M.E. (2015). Competitive advantage: creating and sustaining superior performance. New
York: Free Press.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Boons, F., Montalvo, C., Quist, J. and Wagner, M., 2013. Sustainable innovation, business
models and economic performance: an overview. Journal of Cleaner Production, 45(01), pp.1-8.
Schaltegger, S., Lüdeke-Freund, F. and Hansen, E.G., 2012. Business cases for sustainability: the
role of business model innovation for corporate sustainability. International journal of
innovation and sustainable development, 6(2), pp.95-119.
Baumgartner, R.J. and Rauter, R., 2017. Strategic perspectives of corporate sustainability
management to develop a sustainable organization. Journal of Cleaner Production, 140, pp.81-
92.
Boons, F. and Lüdeke-Freund, F., 2013. Business models for sustainable innovation: state-of-
the-art and steps towards a research agenda. Journal of Cleaner production, 45(09), pp.9-19.

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