John Lewis in China Report
John Lewis entering China
John Lewis entering China
Group Project Coursework BMKT507: Principles of International Marketing
Group Project Coursework BMKT507: Principles of International Marketing
Table of content
* Executive Summary …………………………………………….3
* Key Recommendations……………………………………...…3
* Background Briefing…………………………………………….4
* Environmental Analysis and Market Audit……5 to 9
* Company Objectives and SWOT…………………..9 to 11
* Choice of Markets and Market-Entry Strategies…11
* Recommended Marketing Plan: ……………….12 to 15
Executive Summary
The purpose of this report was to critically analyse the potential expansion of John Lewis in China in order to provide clear and relevant recommendations, fitting the values promoted by the company and the market situation.
Research for this report not only included an environmental analysis but also a competitive and a SWOT analysis. The company’s short and long-term objectives have also been defined. Our paper is based on findings and research from newspaper articles, online websites, official department stores websites, and books. We then analysed and used these sources to develop our proper analysis.
The major findings indicate that there are some risks, as there always are when entering a new market especially in a country with such a different and special culture and past. John Lewis should so be precautious when entering China and taking care of the competition there.
However in this report we saw how John Lewis can minimize those risks and how it has the capabilities to bring its Western strategy in China. We also saw how John Lewis can be able to make a successful entrance in the Chinese market.
Key recommendations
After an in-depth analysis of the retailers market in China and an understanding of the complexity of the environmental factors, the recommendations for John Lewis in order to be successful are the
John Lewis entering China
Group Project Coursework BMKT507: Principles of International Marketing
Group Project Coursework BMKT507: Principles of International Marketing
Table of content
* Executive Summary …………………………………………….3
* Key Recommendations……………………………………...…3
* Background Briefing…………………………………………….4
* Environmental Analysis and Market Audit……5 to 9
* Company Objectives and SWOT…………………..9 to 11
* Choice of Markets and Market-Entry Strategies…11
* Recommended Marketing Plan: ……………….12 to 15
Executive Summary
The purpose of this report was to critically analyse the potential expansion of John Lewis in China in order to provide clear and relevant recommendations, fitting the values promoted by the company and the market situation.
Research for this report not only included an environmental analysis but also a competitive and a SWOT analysis. The company’s short and long-term objectives have also been defined. Our paper is based on findings and research from newspaper articles, online websites, official department stores websites, and books. We then analysed and used these sources to develop our proper analysis.
The major findings indicate that there are some risks, as there always are when entering a new market especially in a country with such a different and special culture and past. John Lewis should so be precautious when entering China and taking care of the competition there.
However in this report we saw how John Lewis can minimize those risks and how it has the capabilities to bring its Western strategy in China. We also saw how John Lewis can be able to make a successful entrance in the Chinese market.
Key recommendations
After an in-depth analysis of the retailers market in China and an understanding of the complexity of the environmental factors, the recommendations for John Lewis in order to be successful are the
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