Critically assess the various operational strategies used in markets that are in differing stages of economic development.

Assignment Brief

Globalisation of Markets

Assessment Information

This assignment is designed to assess two learning outcomes (LOs), which account for 50% of the overall module mark. The two LOs include the following:

1. Critically assess the various operational strategies used in markets that are in differing stages of economic development.
2. Discuss and justify relevant business strategies and activities within specified cross cultural and international settings.

You are required to prepare a 10 minutes long original presentation and submit a report based on your presentation. The presentation is to give you an opportunity to gain feedback from your tutor and colleagues and to revise the report (no more than 1500 words). The evaluation of this assignment will only be based on the report rather than the presentation

1. Choose one company and help it prepare a global expansion plan. Assume that the company is currently evaluating the possibility of expanding into a different country. You will first evaluate the company’s current situation (e.g. strategies, internal resources, international experience, external environment) to see whether it is ready to do a global expansion
2. You will develop one entry strategy for the company to enter one OECD country. You need to compare a couple of entry strategies and select the best one for the company and explain why.
3. Similarly, you will develop one entry strategy for the company to enter one Emerging country and explain why this selected strategy is the best one for the company
4. The entry strategy for the above two countries could be different or same. You are expected to discuss the entry strategy in the two countries
5. Your presentation should evidence wide reading on the subject (e.g. text books, journals, data bases). Include a reference list at the end of your presentation slides. You should follow the CU Harvard referencing style
6. You should use the theories and frameworks of international business as analytic lenses. Theories/frameworks you might use in the assignment include, but are not limited to Porter model, Resource Based View, Entry strategies framework etc..

Sample Answer

Global Expansion Strategy for Greggs PLC: Entry into Germany and India

Introduction

As globalisation continues to reshape markets, companies are increasingly exploring international expansion to access new customers, diversify risk, and enhance competitiveness. This report examines the global expansion potential of Greggs PLC, a leading UK-based bakery and food-on-the-go retailer. The report evaluates Greggs’ current position and develops an entry strategy for two countries: Germany (an OECD country) and India (an emerging market). Using relevant international business frameworks, the analysis identifies suitable entry strategies for each market and justifies the choices made, while critically assessing operational challenges and opportunities in diverse economic contexts.

Current Situation of Greggs PLC

Company Overview and Strategy

Greggs is a well-known British brand with over 2,000 stores across the UK, specialising in affordable bakery goods, sandwiches, and beverages. Its strategy focuses on convenience, value for money, and a strong brand identity. In recent years, Greggs has expanded into healthy eating options and digital platforms, such as click-and-collect services.

Internal Resources and Capabilities (Resource-Based View)

According to the Resource-Based View (RBV), Greggs holds valuable, rare, and hard-to-imitate resources, including:

• Strong brand recognition in the UK.

• Efficient supply chain management and centralised production.

• Experience in retail location strategy and customer service excellence.

However, its international experience is limited, with minimal presence outside the UK. This could pose challenges in adapting to new markets.

External Environment (PESTLE Analysis)

Greggs operates in a stable economic environment in the UK. The external factors influencing its expansion include:

• Political and legal regulations affecting food standards.

• Technological trends in food delivery and digital ordering.

• Social factors, such as rising demand for healthier, sustainable options.

Expanding globally would expose Greggs to varying cultural expectations, competitive pressures, and regulatory landscapes.

OECD Country: Entry Strategy for Germany

Market Overview

Germany, as Europe’s largest economy, offers a mature, highly developed food retail market. Consumers favour quality, convenience, and sustainability. The bakery market is competitive, with both local artisanal bakeries and international chains like Starbucks and Pret A Manger present.

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