Global Marketing (BOOTS UK)

Topic

Global Marketing (BOOTS UK)

Instructions

The Scenario:

You are the manager of BOOTS UK (a UK-headquartered company; https://en.wikipedia.org/wiki/Boots_UK). The company seeks growth opportunities and considers expanding further into the global marketplace. A first screening of international markets led to a short list of potential target country markets –you have been assigned an emerging economy – CHINA. The board of your company is asking you to develop a global marketing plan for expansion into CHINA.

Use visuals, tables, graphics; make it a visually-attractive report.

Structure:

  1. Title page naming BOOTS UK and the international country market CHINA
  2. Executive summary (approximately 150-200 words)
  3. Introduction
  4. Internal Analysis of Company: overview of the company, its domestic marketing mix, company goals (UK and Global), domestic target customer, industry – See Framework below
  5. External Analysis of the International Market: conducting an external macro and micro analysis of the international target market – See Framework below
  6. Global Market Strategy: market entry strategy, target customer segmentation – See Framework below
  7. Global Marketing Programme: standardization versus adaptation of the marketing mix. Must use DOT PLOT TABLE – See Framework below
  8. Conclusion
  9. References
  10. Appendix

MUST USE THE FRAMEWORK in “Global Marketing Plan Framework.pptx”. Paper length should be 2400 words. Use a minimum of 18 references (Harvard).

Answer preview

This report provides a marketing plan of BOOTS UK in the China. With a strong heritage in the UK, BOOTS capabilities and resources represent the need to leverage existing opportunities in the international market.  BOOTS holds significant global networks through franchising system, particularly. The company can enhance its position at the international level as a trusted pharmacy brand and provider of healthcare and beauty products in the Chinese community in addition to the already entered market. Through a balanced standardization and adaptation approaches, BOOTS can achieve expansion by offering professional customer care by enhancing investment new stores, and progressively through increasing the omni-channel system of service. This plan recommends that BOOTS enter the international market as it represents long-term profitability potential that rests with the increasing aging population.

Word count: 2917