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

References: Central Intelligence Agency. (2013). China. Available: https://www.cia.gov/library/publications/the-world-factbook/geos/ch.html. Last accessed 29th Mar 2013. China overview. 2013 . China overview (online) available at : http://www.worldbank.org/en/country/china/overview CRF Institute. (2013). John Lewis Partnership. Available: http://www.britainstopemployers.co.uk/BritainsTopEmployers/BritainsTopEmployers2012/C/tabid/5862/C/1302/JohnLewis.aspx#results-research. Last accessed 18th Mar 2013. Disadvantages of a Joint Venture. 2013. Disadvantages of a Joint Venture. [ONLINE] Available at: http://www.seanmcpheat.com/marketing/joint-ventures/disadvantages-joint-venture. [Accessed 03 April 2013]. Economy. 2013.Economy (online) available Athttp://www.fdi.gov.cn/pub/FDI_EN/Economy/Investment%20Environment/default.htm Felsted, A and Thompson, C. (2012). John Lewis enjoys 60% rise in profits. Available: http://www.ft.com/cms/s/0/74478f06-fd73-11e1-8e36-00144feabdc0.html. Last accessed 18th Mar 2013. Ghauri, P and Cateora P (2010). International Marketing. 3rd ed. New York: McGraw Hill Education. p249. Ghauri, P and Cateora P (2010). International Marketing. 3rd ed. New York: McGraw Hill. 244. Ghauri, P. N., & Cateora, P. R. (2010). International marketing. New York, McGraw-Hill Higher Education. Jia, C. (2011). Middle Class to dominate cities by 2023. Available: http://www.chinadaily.com.cn/cndy/2011-08/04/content_13045927.htm. Last accessed 29th Mar 2013 Inside China’s consumer culture- Forbes, 2013, Inside China’s Consumer Culture- Forbes John Lewis. (2013). Never Knowingly Undersold. Available: http://www.johnlewis.com/inspiration-and-advice/never-knowingly-undersold-policy. Last accessed 18th Mar 2013 John lewis never knowingly undersold , john lewis website , available online at : John Lewis. (2013). Our founder: the John Spedan Lewis story. Available: http://www.johnlewispartnership.co.uk/about/our-founder.html. Last accessed 18th Mar 2013. John Lewis. (2013). Our story. Available: http://www.johnlewispartnership.co.uk/about/our-history.html. Last accessed 18th Mar 2013. John Lewis. (2013). Waitrose . Available: http://www.johnlewispartnership.co.uk/about/waitrose.html. Last accessed 15th Mar 2013. Karen Attwood . (2007). John lewis and the taste of sucess. Available:  http://www.independent.co.uk/news/business/analysis-and-features/john-lewis-and-the-taste-of-success-764387.html McKinsey Group. (2006). The McKinsey Quarterly. Available: http://www.andrewleunginternationalconsultants.com/files/mckinsey-quarterly---the-value-of-chinas-emerging-middle-class.pdf. Last accessed 29th Mar 2013. Sufang Zhang and Chenwei Fu (2010) On Komatsu’s Strategy of Distribution Channels in China-Take Komatsu Excavators as an Example. International Journal of Marketing Studies .Vol. 2, No. 1; May 2010 257 Silverstein, M. (2012). Stop bashing China, It 's growth will make the U.S. very wealthy. Available: http://www.forbes.com/sites/realspin/2012/10/11/stop-bashing-china-its-growth-will-make-the-u-s-very-wealthy/. Last accessed 29th Mar 2013. Shanghai Port: World 's busiest port | CNN Travel . 2013. Shanghai Port: World 's busiest port | CNN Travel . [ONLINE] Available at:http://travel.cnn.com/shanghai/life/gallery-worlds-busiest-port-247098 Waitrose Jobs Zoe wood (2013) John Lewis reveals record festive sales .online resources available at http://www.guardian.co.uk/business/2013/jan/02/john-lewis-record-festive-sales-online accessed: 22th march 2013 Zhang,Y