Retail Marketing Essay Example | Topics and Well Written Essays - 3000 words - 2

Retail Marketing - Essay Example The emergence and popularity of the free trade policies have facilitated the international expansion of the multinational corporations as the free trade policies have multiplied the opportunities in the international market. In case retailing marketing, the international exposures have paved the way for better market expansions and hence many leading retailers like Wal-Mart, Tesco, and Sainsbury etc have entered many international markets with better opportunities. However, many academics believe that from the very early period of business, the retailers used to go for international business. At presented, the entire process of international trade have become more structured and as retailers have started to open their international divisions and units with multiple retailing stores. The multinational retailers have realized that potential opportunities underlying in the international and development market like China, Middle East, India etc. The process of international retailing bec omes a notable instance during late 1990s. With increasing global competition, many scholars perceive that for long term sustainability, retailers must opt for the internationalisation of their business as some of expert retail analytics have commented that â€Å"by the year 2005....retailer will either be global...or they will be gone† (Lamba, 2002, p.06). This paper will also attempt to present a retailer’s international viability through analysis and discussion. Therefore, as a retailer, India’s retail chain group, Shopper’s Stop has been selected as it does not have international business unit. In order to assess its international viability, an internal analysis of this retailer will be conducted using the value chain model. Next, for international exposition, retailer also needs to understand the basics of international retailing. Hence, it is necessary to identify the factors affecting the international retailing and the way to gain the competitive advantages. Moreover, for international retailing expansion, strategic framework must be in according and hence, finally, a set of plausible and relevant recommended strategies will be given followed by a conclusion. 2. Brief Overview about Company: Shopper’s Stop Shopper’s Stop is a popular Indian retail chain and it is primarily India-based retailing company. This retail chain was established on October 07, 1991 and it was founded by the K. Raheja Group of Companies, one of pioneers in hospitality and real estate business. Initially, the retail chain was brand shop and gradually, it a brand store family store for Fashion and Lifestyle. It has experienced a rapid growth in Indian competitive retailing industry and many considered it as â€Å"the highest benchmark for the Indian retail industry†, and moreover, it keeps expanding its business in the domestic market by target the non-catered regional markets (Shoppers Stop Ltd.-a, n.d.). It is an public ltd. Compa ny and listed in the Bombay Stock Exchange. The company aims to be the top retail company in India in department store category with a set of pre-defined