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Fortnum & Mason

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by

Jade P

on 2 August 2018

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Transcript of Fortnum & Mason

Market Screening Process
Country Screening Process
Internal Analysis – Porter’s 5 Forces
Internal Analysis – Ashridge Diamond
Summary

Limitations

Further considerations

Conclusion

WFOE

Foreign-Invested Commercial Enterprise

Target Market: Business customers

Emphasize ‘Englishness’ of brand
Chosen Strategy
Factors to consider when internationalising
Factors to consider when internationalising
Entry Mode Choice
Social

Luxury good demand higher than stated

Majority age range 25-35

190 million in 2012, 2020
prediction of 219 million

40% of annual income

‘Guanxi’ business environment

Chá history
China PESTLE Analysis
HOST MARKET SELECTION
Part 1
About Fortnum and Mason
Motives for Internationalisation

Part 2
Country screening
PESTLE Analysis
Market screening

Part 3
Internalisation factors
Possible Strategies
Chosen Strategy
Implementation
Conclusion
Structure
A Short Video
Fortnum & Mason
A Presentation by Tom Beard, Jade Pilling and Amy Sergeant
Speed

Phasing

Branding

Sourcing

Cultural Issues

Bureaucracy
Implementation and Analysis
Intermediate Entry Modes

Franchising

Equity Joint Venture

Hierarchical Entry Modes

Wholly Owned Subsidiary
Possible Strategies
Hofstede’s Cultural Dimensions
Economic

9.26% GDP growth rate 2008-2012

Low valued Yuan

China-Britain Business Council
(CBBC) & UK Trade & Investment:
China
China PESTLE Analysis
Political

45th in Government
regulation 2011

60th in Government
Effectiveness 2011

50% Luxury goods tax

Strong Sino-Anglo relations
China PESTLE Analysis


Country Screening Process

PESTLE analysis

Market Screening Process
Methods
Internal Analysis - Motives
Internal Analysis - SWOT
Luxury department store
High quality goods
Afternoon Tea
85 blends of tea
21 native Chinese teas
Experience in tea since 1744 and grew together with East India Tea Co
About Fortnum & Mason


Country Screening Process

PESTLE analysis

Market Screening Process
Methods
Environmental

3.61/5 for transport and trade infrastructure 2012

Strongest in coastal regions & cities
China PESTLE Analysis
Legal

45th in Corruption Perception Index 2012

Guanxi role addressed through CBBC
China PESTLE Analysis
Technological

Counterfeiting and patent law
abuses

Afternoon tea = experience
China PESTLE Analysis


Country Screening Process

PESTLE analysis

Market Screening Process
Methods
Internal Analysis - Motives
Market-seeking: motivated by expanding client base

Follow customers
Exploit new markets
Adapt product to local needs
Cost vs. Control
Dunning’s 4 Motives
Cost is a secondary consideration when reputation is exposed

Centuries old brand
Reputation to uphold
‘Englishness’ factor
Full transcript