The American Retail Market: Why is it so hard to crack, and how to infiltrate it successfully? An investigative analysis.
Wabara, Nnena Abiola
2016 dissertation for MSc International Business Management. Selected by academic staff as a good example of a masters level dissertation. Purpose – The aim of this dissertation is to understand and examine the\ud different levels of difficulties foreign food retailers have had through out\ud the years in their attempts in entering the U.S. food retail market.\ud Methodology / Approaches – This study uses qualitative approach to\ud discover what were the common denominators in the failures and short\ud lived success of Sainsbury, Tesco and Carrefour in their attempt at\ud conquering the American food market.\ud There will also be an attempt to evaluate what marketing and entrance\ud strategies each firm used, and look for similarities or differences that\ud could have been a factor in their final outcome.\ud Results – The findings from this research not only confirm that the US is\ud indeed a very hard market to enter for foreign food retailers, but gives\ud initial insight as to what could some of the main reasons be. This study\ud offers an understanding on the impact that cultural differences, also at\ud corporate level, have on the lack of success of many international food\ud retailers. In addition, it highlights how cultural changes are a dynamic\ud factor, that change over time with the progression of generations, and as\ud a consequence creates a shift in consumer’s needs and wants.\ud Recommendations – The main goal for most foreign retailers trying to\ud infiltrate the American market is to develop a strategy that is solely\ud focused on the American experience and that is culturally relevant. It will\ud U1441653\ud 11\ud be clear that research of past trends, prior to entering the new market,\ud will no longer suffice, managers will have to invest in analyzing future\ud trends and changes. Being able to strategically “predict the future” is\ud more and more significant, when entering a country with constant ethnic,\ud language and cultural changes.\ud Value / Originality This research explores an area of international\ud marketing that has not been deeply researched and uncovered. This\ud study provides insight on topic that are looked upon from a different\ud angle, and should help bring to light some of the issues that are not yet\ud clear.
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