John Lewis in Cina Report

 John Lewis in China Report Composition

John Lewis entering Cina

John Lewis getting into China

Group Task Coursework BMKT507: Principles of International Promoting Group Task Coursework BMKT507: Principles of International Promoting

Desk of content

* Business Summary ……………………………………………. 3

2. Key Recommendations……………………………………... …3

2. Background Briefing……………………………………………. 4

5. Environmental Examination and Industry Audit……5 to 9

5. Company Objectives and SWOT………………….. 9 to 11

5. Choice of Markets and Market-Entry Strategies…11

5. Recommended Promoting Plan: ………………. 12 to 15

Executive Brief summary

The purpose of this kind of report was going to critically review the potential enlargement of David Lewis in China to supply clear and relevant suggestions, fitting the values offered by the business and the marketplace situation. Exploration for this statement not only included an environmental analysis although also a competitive and a SWOT analysis. The company's short and long lasting objectives are also defined. The paper will be based upon findings and research coming from newspaper content, online websites, standard department stores websites, and ebooks. We then simply analysed and used these kinds of sources to build up our right analysis.

The main findings indicate that there are a lot of risks, as there always are the moment entering a fresh market specially in a country with such another type of and exceptional culture and past. John Lewis should so become precautious when entering Cina and caring for the competition generally there.

However in this report we saw how John Lewis can lessen those hazards and how they have the functions to bring the Western technique in China. We as well saw just how John Lewis can be in a position to make an excellent entrance inside the Chinese industry.

Key suggestions

After an in-depth analysis of the suppliers market in China and an understanding from the complexity of the environmental factors, the recommendations for John Lewis in order to be powerful are the pursuing:

* Focus on the middle and upper classes

* Choose the initial location in Beijing or Shanghai

* Change the product and service technique in the future based on competitors and customers' will need * Keep things in balance between standardization and adaptation * Choose a joint venture approach

* Conform the connection strategy to the prospective and culture * Maintain most of the suppliers that the organization already has in the UK 5. Develop fresh partnerships with local suppliers as well

* Maximize the control over the supply chain

* Keep the charges strategy " Never knowingly undersold”


The well-known British firm John Lewis was initially founded as a blind store in 1864 in Oxford Road, Central London. Today, the company has 39 stores across the country and hires much more than 84, 700 employees (John Lewis Collaboration, 2013).

Most of the retailers are considered as being department stores since John Lewis manages a wide product stock portfolio within the shops, which includes furniture, clothes, cosmetics, gadgets, IT items as well as insurance services. This kind of positioning enables John Lewis to reach numerous potential customers and therefore to satisfy different requirements. Hence, providing quality and luxury items the company tends to focus generally on the central and upper classes.

Furthermore, the foodstuff retailer Waitrose is also component to John Lewis. As matter of fact, the up-markets and extremely markets chain is owned by Steve Lewis since 1937, and manages today 290 stores (John Lewis Partnership, 2013). This allows the organization to gain difference with competitors and reach another market in the UK. In accordance to a Decision research, Waitrose has been paid in 2010 as the best foodstuff seller in the country (Waitrose Careers, 2011).

John Lewis' marketing strategy is essentially based on the commercial task " hardly ever knowingly undersold” (John Lewis Partnership, 2013). Indeed, the famous slogan is now a guarantee of superior...

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China guide. 2013. Cina overview (online) available at:

CRF Commence. (2013). Steve Lewis Relationship. Available: Last utilized 18th Scar 2013.

Disadvantages of a Partnership. 2013. В Disadvantages of a Joint Venture. [ONLINE] Offered at: В [Accessed 03 April 2013].

Economy. 2013. Economy (online) available


Felsted, A and Thompson, C. (2012). John Lewis enjoys 60 per cent rise in earnings. Available: Last utilized 18th Scar 2013.

Ghauri, P and Cateora L (2010). Intercontinental Marketing. 3rd ed. New York: McGraw Slope Education. p249.

Ghauri, G and Cateora P (2010). В International Advertising. 3rd impotence. New York: McGraw Hill. 244.

Ghauri, G. N., & Cateora, P. R. (2010). В International marketing. New York, McGraw-Hill Higher Education.

Jia, C. (2011). В Middle Category to dominate cities by 2023. В Available: Last accessed 29th Mar 2013

Inside China's consumer culture- Forbes, 2013, Inside China's Consumer Culture- Forbes

Steve Lewis. (2013). Never Knowingly Undersold. Readily available: Previous accessed 18th Mar 2013

John lewis never knowingly undersold, david lewis website, available online at:

John Lewis. (2013). Each of our founder: the John Spedan Lewis history. Available: Last reached 18th Scar 2013.

John Lewis. (2013). Our history. Available: Last accessed 18th Mar 2013.

Ruben Lewis. (2013). Waitrose. Readily available: Last accessed 15th Mar 2013.

Karen Attwood. (2007). В John lewis and the taste of sucess. В Available: В

McKinsey Group. (2006). В The McKinsey Quarterly. В Available: Last accessed 29th Mar 2013.

Sufang Zhang and Chenwei Venne (2010) Upon Komatsu's Strategy of Syndication Channels in China-Take Komatsu Excavators as one example. International Log of Marketing Research. Vol. 2, No . you; May 2010


Silverstein, M. (2012). В Stop whacking China, That 's growth will make the U. T. very rich. В Available: Last utilized 29th Marly 2013.

Shanghai in china Port: Globe 's most frantic port | CNN Travel. 2013. В Shanghai Port: Community 's busiest port | CNN TravelВ. [ONLINE] Available at:

Waitrose Jobs

Zoe wood (2013) John Lewis reveals record festive revenue. online resources available at seen: 22th march 2013

Zhang, Con

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