PART-1 SELECT AN ORGANISATION FOR ANLAYSIS PERHAPS ONE WITH WHICH YOU MAY BE FAMILIAR, AND APPLY APPROPRIATE THEORTICAL MODELS TO GIVE A SUCCINCT BUT RELATIVELY DETAILED REPORT ON BUSINESS CONDTIONS AT RELAVANT LEVELS FOR AUTUMN 2011. The purpose of this report is to study and understand business context issues relating to food retail internationalization. It has been tried to critically analyze and evaluate of the strategies adopted by world-class food retailers. Many companies have tried to diversify into new geographical locations and have ventured into new products and services in past few years. This has helped them grow and develop their business. Through the medium of U.K. based retail group Tesco, it has been tried to evaluate and monitor the business mission, objectives and policies of international organizations and also analyze how strategic decision making enables an organization to relate to its global business environment. The basic data, models, theories, strategies and information included in this report has been collected from websites, blogs, books, papers and similar articles. Impact of globalization on business in food retail supermarket industry and its performance have been discussed. Detailed analysis of current situation and future food market has been done. Source: http://clickr.co.uk The food industry refers to the whole set of business activities from production in the fields by farmers to packaging and distribution of food to actual consumers. It includes growing crops, raising livestock, manufacturing of processed food, storage, packaging, distribution, transportation and promotion of food items. Educating farmers on new advanced techniques, research in food technology and introducing rules a... ... middle of paper ... ...antity Policies in a Simple Political Economy Framework”, The B.E. Journal of Economic Analysis & Policy, 10, 1. Johnson, G., Scholes, K. and Whittington, R. (2005) Exploring Corporate Strategy: Text and Cases, 7th Edition, Financial Times Prentice Hall, London. Lynch, R. (2006), Corporate Strategy, Fourth Edition, Financial Times Prentice Hall, London. Manuel C. (1996), “The Information Age: Economy, Society and Culture”, The Rise of the Network Society, Cambridge MA. Mintzberg, H., Ahlstrand, B. and Lampel, J. (1998) Strategy Safari, Financial Times Prentice Hall, London. Samuelson, P., Nordhaus, W. (2010). Economics. 19th ed. New york: Tata-Mac Grow Hill . p 66- 68 WEBSITES: “A.T. Kearney/Foreign Policy Magazine Globalization Index 2006”, [Online] accessed on 14th December, 2011 from http://www.atkearney.com/index.php/Publications/globalization-index.html
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...form its own model of retail development to meet its priorities, learn from challenges that others have faced, and successful examples of strategies for “competitiveness with inclusiveness” among traditional retailers, wholesaler, and farmers entering an era of rapid retail transformation and concomitant food system change. Research conducted by Reardon and Berdegué (2002) have found that the emergence of supermarkets in developing countries is relatively recent. Their expansion, however, has been rapid. ‘Supermarkets are now dominant players in most of the agro food economy of Latin America, having moved from a rough-estimate population-weighted average of 10-20 per cent in 1990 to 50-60 per cent of the retail sector in 2000’. The share of supermarkets in the food retail sector of principal Latin American countries is now similar to those in developed countries.
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In internationalization, the most challenging decision faced by the company to choose between standardization and adaptation in its operations, products or services. It has been one of the important and most popular research topics since 1960s to understand whether standardization is better or adaptation for marketing mix in international marketing. The increasing role of international expansion of business across the borders has also increased the focus of companies towards the international marketing strategies. It is also a biggest challenge for companies to better understand the different needs and choice of customers due to the huge differences among the cultures from various nationalities. This leads to the dilemma in the mind of marketers to understand which strategy is effective and good - standardization or adaptation. There is a significant impact of standardization or adaptation on all avenues of business such as research & development, structure, marketing mix, production, finance and marketing mix. The attitude of a company towards the culture of a particular country in which it is going to enter or start its operations decides to choose between standardization and adaptation. Consider the different views and arguments for each standardization and adaptation, this essay critically analyze which strategy is better to choose for international marketing.
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