International Business Strategy in the Context of a Market Entry Strategy of a Uk Firm

Course: MSc International business

Module Fundamentals of International

Title: business strategy

Module mgt7100-aut-qub

Code:

Lectures Ernst verwaal

Name:

This essay assignment is the application of the theory, concepts and analytical tools of the module international business strategy in the context of a market entry strategy of a real company.

the uk firm homebase, part of the home retail group, proposed analytical study of its market entrance into the brazilian hardware/diy market.

Submission Date: 19th november, 2012.

Word Count: 3,840 words

Name: Clare O’Neill Names: shenran Ma Name: James de feu

Number: 40041496 Number: 40071392 Number: 40084716

homebase – home retail group uk

Introduction

Organisation summary

The chosen firm is Homebase which is a British home improvement and Garden center and has currently 342 stores across the UK and Ireland. It is part of the Home Retail Group plc. which is also the owner of Argos.

Homebase sells up to 38,000 products across DIY, home garden ranges and decorating. They also have a huge internet customer base and serve over 65,000 customers a year in their stores[1].

Homebase is also the holder of many awards such as Best DIY Superstore Manager of the Year Award at the Britain’s Best Retailer Awards and in 2011and they also won the Customer Focus Award from the Institute of Customer Focus. Homebase was the first UK DIY retailer to achieve Forest Stewardship Council Chain of Custody certification

We have chosen to expand Homebase into the foreign market of Brazil, the motive behind this was due to the fact that Brazil is an emerging economy. After some secondary research on Euro monitor it suggests that “as the construction of houses and apartments has expanded, so has demand for DIY.”

This is due to the people of Brazil

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