Retail marketing Essay Example | Topics and Well Written Essays - 3000 words

Retail marketing - Essay Example The concept of retail marketing is quite different from other marketing aspects. The branding in retail industry is based on the service and quality a retail organisation is providing to the customers. In present scenario, retailing has become an international industry (Ailawadi & Keller, 2004). In this paper a company with retail based outlet is selected which has not yet made international expansion. The various important aspects that company i.e. Morrisons Supermarket has to keep a close view on for its intended expansion in international market have been explained in detail. In this paper, the competitive advantage of Morrisons over other competitors has been discussed properly. The paper covers the marketing mix and environmental condition of the retail organisation. Challenges and opportunities which can be faced by the supermarket in their endeavour of entering in the new foreign market have also been explained properly. The relevant theories of retail internationalisation are also provided in this context. 2.0 Choice of Retailer The report is required to be prepared by taking into consideration the retail marketing business of a retail outlet which has no international expansion and is planning to enter into the market of Sweden. The retail company named as Morrisons Supermarket has been chosen which is considered as the fourth leading supermarket chain in the UK. It is selected as it has no international presence and can make a significant expansion in the Swedish market. This supermarket is also selected because it has received honour for maintaining its quality standard of food products. As Sweden is a country which is much concerned with health and fitness, thus it will be a scope for such a supermarket with quality services and products to expand its retail outlet in foreign country. The country is also well known for retail business and several foreign companies get an opportunity to perform their business in this market. 3.0 Analysis of the Basis of Competitive Advantage Morrisons is one of the largest chains of supermarket. They deliver both branded as well as their own brands products. The strategy of the company is to provide customer with best value for money. The prices of their products are also same in every store. They manage in-house commercial operation which includes fresh fruits as well as vegetables, meat processing, fresh food and transport. Fresh foods are delivered in the UK and abroad by keeping them in the controlled temperature in warehouses as well as packing plants of the company. The processing of meat, beef, pork and lamb is done by them and are then supplied to the butcher in their retail stores (Morrisons, n.d.). Morrisons has adopted the strategy to extend qualification of 100,000 staffs by 2011. The staffs are provided 100 courses since 2009. The company has offered diploma at QCF level 2 to the staffs. AdExcel training programme is provided to butchers, bakers, fishmongers as well as greengrocers in order to gain competitive advantage in training and educating the staffs. This strategy will assist the staffs to become skilful butcher and can also guide them in cooking and thus in turn satisfy the customers needs (Retail Gazette, 2011). Morrisons has taken the strategy to buy