The international marketing strategy of grocery retailers – the strategy of adaptation and standardization


Autoria(s): Tseltsova, Anna; Bohnert, Katharin
Data(s)

2015

Resumo

Research question – The research question, that this study attempts to answer, is, what and why grocery retailers, which specifically work with the strategy of standardization, adapt in their marketing mix to the host market. Main adaptations are analyzed with regard to psychic distance in terms of consumer characteristics. Methodology – This study presents a qualitative research design. Secondary data, in-depth interviews and personal observations were used, in order to identify adaptations, which were conducted in a grocery retailer in Germany, which is its home market, and in Sweden, which is considered to be a host market. Findings – The main findings of this research indicate that grocery retailers that specifically work with the strategy of standardization, adopt their core strategy at the host market, in order to keep their economy of scale. However, the standardization strategy may cause negative financial results, which is why adaptations, in order to attract new customers, are required. Conclusively, a mix of both, the adaptation and standardization marketing strategy, has to be utilized.

Formato

application/pdf

Identificador

http://urn.kb.se/resolve?urn=urn:nbn:se:du-17953

Idioma(s)

eng

Publicador

Högskolan Dalarna, Företagsekonomi

Högskolan Dalarna, Företagsekonomi

Direitos

info:eu-repo/semantics/openAccess

Palavras-Chave #Retail internationalization #retailing marketing mix #grocery retailer #adaptation #standardization #international marketing strategy #consumer portrait #psychic distance #physical distance
Tipo

Student thesis

info:eu-repo/semantics/bachelorThesis

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