John Lewis in China Report

Powerful Essays
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

You May Also Find These Documents Helpful

  • Better Essays

    References: Czinkota, Michael & Ronkainen, Ilkka (2013). International Marketing, 10th ed. Mason, OH: Cengage Learning.…

    • 2296 Words
    • 6 Pages
    Better Essays
  • Powerful Essays

    Topshop Company Profile

    • 6288 Words
    • 26 Pages

    References: Cateora, Sullivan Mort, D’Souza, Taghan, Weerawardena, Graham, International Marketing, 2nd Edition, Mcgraw Hill, 2012.…

    • 6288 Words
    • 26 Pages
    Powerful Essays
  • Powerful Essays

    Park Avenue Skin Care

    • 2574 Words
    • 11 Pages

    Cateora, P.R., Gilly, M.C., Graham, J.L. (2011) International Marketing, 15th Ed, McGraw-Hill/Irwin, New York: NY…

    • 2574 Words
    • 11 Pages
    Powerful Essays
  • Powerful Essays

    China is, without a doubt, the fastest growing economy in the world today. Companies from around the world have wanted to tap into China's market to cash in on the tremendous success that it continues to experience. There had been many restrictions for foreign companies who tried to do business in China, limiting the number of foreign companies, and allowing only the big players to come into China. Even then, these big players from around the globe faced more restrictions and rules once they entered China. But things have changed since China joined the World Trade Organization (WTO) in 2001; a new milestone for this country, as well as for other economies. Since then, restrictions for foreign investors and businesses to enter China's market had begun to ease up. By December 11th, 2004, China must remove remaining restrictions on the retail sector in order to comply with the WTO rules. This means it will be much easier for foreign retailers to enter the market, and for current foreign retailers in China to expand (1). Many retailers from all over the world will seize this golden opportunity, and Target should do so too.…

    • 3046 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    In this paper I will discuss Wal-Mart and their entrance into the China market. It's been a tricky ride for Wal-Mart. The customer's buying habits are totally different than the typical American. The political and governing climate is also a unique challenge. A strong, centralized, regulatory government makes many of Wal-Mart's traditional business tactics hard to pull off.…

    • 1367 Words
    • 6 Pages
    Good Essays
  • Best Essays

    The following report analyzes marketing and financial performances of John Lewis PLC. Methods of analysis include examining the following: the company’s marketing strategy, the percentage of its market share in comparison to 6 competitors, its position in the market over 5 consecutive years, its marketing goals and predictions for the future, its survival during 2008-2009 recession, company’s turnover over 4 consecutive years, the percentage of its turnover in terms of 6 competitors, expectations of the future of UK economy, and the firm’s predicted turnover for 2012 and 2013. Results demonstrate that John Lewis PLC is performing well in both, the marketing and the financial perspectives. The UK economy, however, does not look very optimistic, since inflation is predicted to decrease below Bank of England’s target and VAT taxes were forecasted to rise. Due to these circumstances, some recommendations for John Lewis are to take all or most of taxes on itself and be aware of new entrants. The analysis as a whole, however, has a number of limitations, including the fact that the company’s financial factors for 2011 are not available. Also, the forecast for the British economy does not always remain constant, leaving the future unknown.…

    • 1895 Words
    • 8 Pages
    Best Essays
  • Satisfactory Essays

    ata11

    • 400 Words
    • 2 Pages

    The way John Lewis increases their sales is by having more shops open around the area, this enables more people to visit the shops and purchase more products. In my opinion their “Never Unknowingly…

    • 400 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Pervez N. GHauri, Philip Cateora (2010). International Marketing. 3rd ed. London: MC Grow Hill. P4-P651.…

    • 5030 Words
    • 21 Pages
    Powerful Essays
  • Satisfactory Essays

    Palliser Furniture

    • 450 Words
    • 2 Pages

    Palliser Furniture Ltd. is Canada’s second largest furniture company. They currently have production facilities in Canada, Mexico, and Indonesia. Due to increasing competitive pressures from Asia, Palliser Furniture must decide whether to expand into the Chinese market, and if so through which entry strategy?…

    • 450 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    The following report will address the expansion options available to Marks and Spencer (M&S) in China and Europe. The report will outline a recommended strategy plan for expansion in both areas, as well as give recommendations for future expansions in other countries.…

    • 4872 Words
    • 20 Pages
    Powerful Essays
  • Powerful Essays

    Marketing 500

    • 1283 Words
    • 6 Pages

    • Keegan, W. J. & Green, M. C. (2008). Global Marketing (5th ed.). Upper Saddle River, NJ: Prentice Hall/Pearson…

    • 1283 Words
    • 6 Pages
    Powerful Essays
  • Better Essays

    Starnes Brenner Williams

    • 1567 Words
    • 5 Pages

    References: Caeora, P., Gilly, M., Graham, J. (2013). International Marketing (16th ed.). New York, NY: McGraw-Hill/Irwin.…

    • 1567 Words
    • 5 Pages
    Better Essays
  • Powerful Essays

    Fletcher, R., Brown, L. (2008), International Marketing - An Asia Pacific Perspective, 4TH Edition, Prentice Hall, Australia…

    • 4700 Words
    • 19 Pages
    Powerful Essays
  • Satisfactory Essays

    Study Notes

    • 447 Words
    • 2 Pages

    References: Cateora, Philip R., Gilly, Mary C., & Graham, John L. (2013). International Marketing, Sixteenth Edition. New York, NY: McGraw-Hall/Irwin.…

    • 447 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Sak Onkvisit (San Jose State University) and John J. Shaw (Providence College), 2000, International Marketing-Analysis and strategy (third edition), published by Pearson Education, Inc.…

    • 2047 Words
    • 9 Pages
    Powerful Essays

Related Topics