Global Marketing and Digital Business University of West London BUSINESS STUDIES Global Marketing

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Table of Contents 1.0 Introduction............................................................................................................................... 4 2.0 Organization Profile and Indus... trial Analysis............................................................................ 5 2.1Organization Profile............................................................................................................... 5 2.2 Industrial Analysis ................................................................................................................ 6 3.0 Situational Analysis .................................................................................................................. 8 3.1 PESTEL Analysis ................................................................................................................. 8 3.1 SWOT Analysis .................................................................................................................. 10 3.1.1 Strengths ...................................................................................................................... 10 3.1.2 Weaknesses.................................................................................................................. 10 3.1.3 Opportunities................................................................................................................ 10 3.1.4 Threats.......................................................................................................................... 10 4.0 Internationalization of SPAR.................................................................................................. 11 4.1 Cultural Factors................................................................................................................... 12 4.2 SPAR Global Strategy ........................................................................................................ 13 4.3 Porters Diamond Framework – Nation’s Competitive Advantage..................................... 14 5.0 Marketing Activities of SPAR supermarket in India.............................................................. 15 5.1 Segmenting Targeting and Position of SPAR India. .......................................................... 15 5.2 Positioning of SPAR supermarket chain in India ............................................................... 16 5.3 Branding.............................................................................................................................. 17 5.4 Consumer Trends................................................................................................................ 17 6.0 Online Activities ..................................................................................................................... 18 7.0 Recommendations................................................................................................................... 19 Conclusion .................................................................................................................................... 203 References..................................................................................................................................... 21 Table of Figures Figure 1: Global Coverage of SPAR outlets as at end of 2019 ...................................................... 5 Figure 2: SPAR outlet opened in Denmark in 1954 ..................................................................... 11 Figure 3: Hofstede's cultural dimension comparison between India Netherland ......................... 12 Figure 4: SPAR advertisement in India ........................................................................................ 13 Figure 5: Position map of SPAR India with its competitors......................................................... 16 Figure 6: Indian SPAR branding advertisement ........................................................................... 17 Figure 7: Social Media comparison between SPAR supermarket and Big Bazaar Supermarket. 18 Table 1: Porter's five force Analysis............................................................................................... 6 Table 2: PESTILE Analysis............................................................................................................ 8 Table 3: Indian Market Segmentation by SPAR........................................................................... 154 1.0 Introduction [Show More]

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