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Global Markets: Strategy and Implementation-世界市场-战略和布局

时间:2014-03-15 14:37来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
Introduction
引言
 
Global marketing is a common word for the current business world. With the process of globalization, many companies have expanded their domestic market to international market, and some even transfer their focus to the international market. In these international companies, some have started very early, for example, Walmart, the largest grocery retailer in the USA; Carrefore, famous French brand supermarket etc.
全球营销是当今商业世界最常见的一种策略。随着全球化的进程,许多公司已经扩大了其国内市场到国际市场,有的甚至他们的重点转移到国际市场。在这些国际企业,有的已经很早就开始了,例如,沃尔玛,美国最大的食品零售商;家乐福,法国著名品牌超市等。
 
Under overall and reasonable analysis and investigation, the appropriate international market would provide a wider market with denser population and stronger purchasing power. However, the external market also filled with extra problems, the different culture, living habits and political interference and so on. During the whole process of pioneering the international market, the strategy and implementation method are of key importance. This report will carry out a strategic analysis of potential Asian markets for Waitrose, and then on the basis of the strategic analysis and market selection carried out in question 1, formulate market entry strategies for the chosen markets in Asia for Waitrose, consisting of careful recommendation.
根据整体和合理的分析和调查,相应的国际市场将提供一个更广阔的市场较密的人口和更强的购买力。然而,外围市场也充满了额外的问题,不同的文化,生活习惯和政治干预等。在开拓国际市场的整个过程中,策略和实施方法是至关重要。这份报告将开展对维特罗斯潜在的亚洲市场的战略分析,然后在战略分析和市场选择的问题1进行的基础上,制定市场进入战略的选择的市场在亚洲维特罗斯,包括仔细的建议。
 
Analysis and evaluation of relevant external and internal factors.
分析和评估相关的外部和内部因素。
 
First, let’s have a brief introduction of Waitrose. Waitrose was founded at Acton in 1904 by Wallace Waite, Arthur Rose and David Taylor. The company was later acquired by John Lewis Partnership in the year 1937. At that time it had 10 small service food shops and had a turnover of 150000 GBP. After the acquisition, Waitrose now are specialist Supermarkets, having more than 175 supermarkets all over UK mainly in the south-eastern region. Waitrose supermarkets mainly offer fresh products, poultry, bread & meat, and their organic food is famous, too. Waitrose is an English company well-known for providing high and good quality products and its target market lies on the middle and higher class with its good and high quality products (termpapersmonthly.com, 2007).After browsing the website of Waitrose, www.Waitrose.com, we may be impressive about the considerate service offered, the online shopping, the cooking and recipes videos, the description of the origin of the food, and some advice for the picnic food or party preparation, etc. It gives us a further impression that we can get not just qualified food or products from Waitrose, but also sweet consideration. Just like the slogan of Waitrose:" Everyone deserves quality food, everyone deserves Waitrose"(Waitrose, 2008). The success of Waitrose in UK consists of many factors, and some of which might be of key significance in the entry of international market, the proper target market, excellent service and creative self-made products.(责任编辑:charlie)


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