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Essay / Research Paper Abstract
This 4 page paper considers how the UK supermarket Morrison's might undertake a plan to move into the Hong Kong market using a joint venture and outlining the marketing strategy using the 7 P's model. The bibliography cites 2 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEmorrhong.rtf
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Unformatted sample text from the term paper:
this market that strategy needs to be defined and a plan developed. To develop a plan we need to understand the position of Morrisons and their core competences to
develop the entry plan and the marketing plan. Morrisons are a well known supermarket chain in the UK. Highly differentiated with their use of a market place close to the
beginning of each store where different sections cook and sell fresh pies, chickens and a range of ready prepared food. They are known for low prices and have a tag
line of "more reasons to shop at Morrisons". This is then backed up with campaigns that show better deals which have tag lines giving a number such as "reason 71
to shop at Morrisons". Local marketing is used over national marketing to promote the stores. The costs are fiercely controlled, which his also helped by the fact that most
of their shops have been developed on freehold land which they own. They have just taken over a larger supermarket chain; Safeway, which is currently being slowly integrated into the
company and will take resources to complete. This also means the company has to be careful in terms of capital outlay. The entry into Hong Kong is one that
will suffer from a range of barriers, such as language and culture. For this reason the use of a joint venture is recommended. A collaborative venture is where that the
two partners together both bring their own relative expertise to the relationship. Morrisons have the management and marketing as well as structure and knowledge of creating a differentiated supermarket. A
local partner will understand the cultural differences and aid the development with local knowledge of legal, administration and may also provide a share of the required capital.
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