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Mba, Managing Markets - Boots Plc

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Mba, Managing Markets - Boots Plc
Boots PLC

Contents:-

Introduction to the assignment

Main topics of discussion:- · Market entry strategies, focusing on joint ventures/strategic alliances
· Elements of globalisation
· Marketing issues a company should consider in a global context

Conclusion

Appendices:-

· Appendix 1 – SWOT analysis of Boots PLC

· Appendix 2 - PEST analysis of Japan

Introduction

The aim of this paper is to provide a detailed and critical analysis of the market and industry factors that Boots would have considered regarding their strategy to expand into the Far-East and in particular Japan, contrasting this against other companies that have gained a foothold in their chosen market foray and developed their international business strategy and are seen as world leaders in their field.

Market Entry

Even in today 's commercial and technological society that we live in, there are few products, brands or services that are truly recognised as being global in the terms of their recognition, market penetration and sales. Perhaps the most recognisable of all is Coca Cola. Boots on the other hand are more widely known in their domestic market of the United Kingdom, but have in recent times looked to expand their operations overseas, both in Europe and the Far East. Whilst Boots could not even begin to emulate the brand recognition associated with the likes of Coca Cola, their main strengths are as market leaders of certain products, like Nurofen, Strepsils etc (see appendix 1) and part of their focus in entering the Japanese Market was to sell their own branded product range.

This report will look at four mechanisms of market entry, which include:-

· Exporting to a foreign market
· Licensing another company abroad
· Entering into a Joint Venture/Strategic Alliance
· Direct Investment abroad (subsidiary)

Exporting is the marketing of and direct sale of domestically produced goods into another country. Exporting can benefit a company



Bibliography: (Accessed 25 February 2005) Boots, 2005 (Accessed 28 February 2005) Branch, A., 1994 Bridgwater, S et al., 2002. International Marketing Relationships. 1st ed. New York, USA. Palgrave. (Accessed 17 March 2005) CIA, 10th February 2005 (Accessed 02 March 2005) Doole, I, et al., 2005 (Accessed 25 February 2005) Keegan, W, J., 1998 Kenan, P., 2000. The International Economy. 4th ed. Cambridge, England. Prentice Hall Levitt, T., 1983 Mougayar, W., 1998. Opening Digital Markets. 2nd ed. New York, USA. McGraw-Hill Company Noonan, C., 1999 Ohmae, K., 2002. The Borderless World. 1st ed. London England. Profile Books Ltd Porter, M., 1986 Porter, M., 1990. The Competitive Advantage of Nations. London, England. Macmillan Press Ltd. Rugman, A., 2000. The End of Globalisation. London, England. Randon House. Stiglitz, J., 2002. Globalisation and its Discontents. London, England. Penguin. Terpstra, V., et al., 2002. International Marketing. 8th ed. Ohio, USA. Thomson Learning Inc. The Economist, 2001. Globalisation. London, England. Profile Books Ltd Value Based Management (Accessed 08 March 2005) Ward, J, et al (Accessed 03 March 2005)

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