Assignment Sample on Individual International Strategic Marketing Consultancy
Introduction
The research intends to increase competition and lower entry barriers to oppose the hegemony of huge food chains over smaller, independently owned outlets. Sainsbury’s may explore agreements with smaller grocers to increase competition and encourage new product development, two areas were Canada lags behind. The proliferation of supercenters has increased competitive pricing and provided convenience for consumers. Many shoppers try to save money at supermarkets by buying in bulk during sales or switching to store brands. Sainsbury’s needs to determine the average household income of its target market so that it can come up with the most optimal pricing strategy.
Overview
Sainsbury was established in 1869 as a public limited business. This corporation operates the second-largest supermarket chain in the United Kingdom, accounting for 16.9 percent of the country’s grocery market. John James Sainsbury opened the first store for his company in London. As early as 1922, this firm had already established itself as a major player in the UK supermarket industry. Sainsbury’s has a varied business model thanks to its three subsidiaries: Sainsbury’s Argos, Sainsbury’s Supermarkets, and Sainsbury’s Bank.
Sainsbury’s is well-known for being forward-thinking; it pioneered the UK’s self-service retail model in 1940. The company has been exploring foreign expansion opportunities, and Canada is one of the countries being considered. Cultural differences, legal and ethical concerns, political perils, and the opportunity to diversify revenue streams and boost growth prospects are some of the risks and benefits of foreign expansion for Sainsbury’s (Bennett, 2019).
Sainsbury’s has a strong presence in the UK grocery market thanks to its diverse business model and history of product innovation. Despite recent setbacks, the organisation is exploring development and expansion options both at home and abroad.
After extensive investigation and analysis, it has been suggested that Sainsbury’s supermarkets should enter the Canadian market. Canada, a developed nation with a population of over 38 million, has a food sector that is predicted to grow by 3.8% per year through 2025. This company may carve out a niche for itself in the Canadian market by providing high-quality products at affordable prices.
To enter the Canadian market, Sainsbury’s should consider a greenfield investment. This involves forming a new company and constructing brand-new facilities from the ground up (Xiao et al., 2021). Sainsbury’s should also invest in market research to learn about local tastes so that it can better serve its customers. Sainsbury’s should invest in marketing and promotion to grow its customer base, strengthen its position in the market, and beat out the competition in its region.
If Sainsbury’s enters the Canadian market, it will have a great opportunity for expansion. Sainsbury’s can capture a portion of the booming Canadian grocery market by utilising its expertise in the UK market and presenting a distinct value proposition. Sainsbury will need to put money into greenfield ventures, market research, and marketing and advertising if it wants to be successful in the Canadian market.
Market selection
Canada is one of the countries working to combat global warming and other environmental problems. Problems with the environment and rising temperatures Canada is responsible for enforcing environmental and climate change regulations across the country. Canadian stores are being evaluated on their efficacy in reducing hydrofluorocarbon (HFC) emissions. Greenpeace Canada has set a target of plastic-free supermarkets. The political atmosphere in Canada is steady, and the country has a long tradition of democratic rule.
Any company’s decision to expand internationally is influenced by a number of factors. Each nation’s internal and external environment plays a role in shaping how international businesses operate there (Eriksson et al., 2019). Numerous factors affect both Canada’s internal and external ecosystems. Canada’s external environment is affected by geopolitical changes, societal upheavals, and rapid technological development. When it comes to the enforcement of environmental and climate change laws and regulations, Canada is the country of choice. Environmental, legal, technological, political, economic, social, and cultural factors are all important considerations for businesses in Canada. Democracy and political stability have a long and proud tradition in Canada. Canadian companies should monitor both domestic and international trade in order to anticipate and respond to trends that may affect their products and services.
Grocery market in Canada
In a country where the supermarket industry is booming, Canada’s top three grocery retailers are Loblaw Companies Limited, Sobeys Inc., and Metro Inc. Famous grocery store chains including Walmart, Costco, Metro, and Loblaws all call Canada home. The North American grocery market is dynamic due to factors such as supply chain issues, inflation, and consumer preferences (Statista, 2022). In order to keep up with the competition, grocery stores need to pay attention to a number of trends, such as the growing number of price- and health-conscious customers, the dominance of omnichannel shopping, sustainability, workforce planning, technological advancements, and analytics (Xiao et al., 2021). Due to the proliferation of supermarkets and other large food stores, specialty grocery stores often need to carve out a niche market by providing unique, high-end products. The grocery sector was revolutionised by the advent of huge, out-of-town stores the size of warehouses that sold food from all over the world. The growth of the sector can be attributed to the intense rivalry between the industry’s leading supermarkets, which exert a great deal of leverage in negotiations with suppliers (Charlebois et al., 2021). Sainsbury’s PLC has a fantastic chance to enter the Canadian grocery market and secure a sizable piece of the industry according to projections showing the sector will expand by 3.8% every year until 2025 (Sainsbury, 2022).
Country based research
1. Political Risk
Canada has a constitutional monarchy, a parliamentary democracy, and a federated government. There is political stability in this economy, and the government has a propensity to manage individual rights, economic freedom, and impartiality. In 2023, Canada will face a number of political dangers, the eighth highest of which being the polarisation of American politics. Another threat to Canadian exporters is political unrest, which might lead to the confiscation of assets by the government or an insurgent group, or even sabotage on the part of a political group (Bennett, 2019). Canada faces economic and internal political challenges from a politically and economically polarised United States in 2023. The Canadian economy is vulnerable since exports account for 31% of GDP and there will likely be a global recession in 2023. High interest rates are a hazard to economic activity, necessitating cautious use of public funds for their decrease.
The grocery industry in Canada may be affected by the present political climate. Some Canadians have closed their food stores indefinitely due to the COVID-19 outbreak, making it harder for the Canadian supermarket industry to serve its fearful customers. Consumers’ purchasing power in Canada has declined as a result of increased grocery prices (Norris and Cranfield 2019). Interprovincial trade barriers create substantial challenges for the distribution of food in Canada. Canadians may also face shortages of meats, fruits, and vegetables, in addition to a general reduction in the variety of foods available for purchase. Canadian competition law does not address issues of bargaining power imbalances that may affect the food retail industry.
2. Economic Risk
When the Covid-19 suddenly failed in 2020, it had a devastating effect on the world economy. As a result of the pandemic, Canada’s GDP will fall by 10.7 percent by 2020. The global economic slowdown is a further threat to this economy, as it may have an effect on both exports and imports (Polinkevych et al., 2021).
A downturn is still forecast, even if the Canadian economy has proven to be more resilient than projected in the wake of significant interest rate hikes last year. Canada ranks highly in eight of the ten economic freedoms, particularly commercial independence, property rights, and freedom from corruption (Upadhyay et al., 2021). The political divide in Canada poses a threat because it could lead to more unrest elsewhere in North America. High interest rates are a threat to economic activity, so prudent management of public finances is essential (Bennett, 2019). Canadian consumers are particularly vulnerable to rising interest rates because of their staggering debt loads.
There are several economic hazards that could affect the grocery store business in Canada. The unexpected breakdown of the global epidemic, Covid-19, had a major influence on the grocery shop and contributed to a decrease in customer traffic in Canada’s supermarkets (Polinkevych et al., 2021). All the major categories saw price increases during this time, but logistics, energy, supply chain problems, and a lack of available workers had the most influence. Research shows that the corporation will continue to struggle with this problem as the global economic downturn continues into the foreseeable future (Hobbs, 2020).
3.Social Risk
Canada’s cultural risk is the result of the government’s conscious, interventionist attempts to foster local cultural production and dampen the influence of foreign culture on the domestic audience. Canada’s culture is shaped in part by the country’s laws and perspectives on contentious social issues including gambling, drugs, and abortion. Canadians, in general, are too polite to show their true feelings in public, especially rage. Due to regional differences, it’s best to avoid getting too personal when conducting business in Canada. Canada faces economic and internal political threats from the Divided States of America in 2023, which could have repercussions for the country’s cultural landscape (Phan, 2021).
Cultural risks in Canada’s grocery business are influenced by the country’s overall corporate culture, which varies from region to region. As a result of the COVID-19 pandemic, over half of Canadians plan to avoid grocery stores, which has led to a drop in foot traffic and may have an impact on the retail industry’s cultural landscape. The Canadian food industry’s push toward environmental sustainability will not be without its share of challenges and threats (Jones and Comfort, 2020). The Canadian grocery industry is being studied by the Competitiveness Bureau, which is undertaking a market investigation on grocery shop competition (ctvnews, 2022). Grocery store shelves will have fewer items available in the coming months. The retail industry’s social climate may change as a result of this (Lee et al., 2021).
4.Legal Risk
Legal risks exist for companies operating in Canada. In 2016, climate change was one of the top ten legal risks facing Canadian businesses, along with tax authorities exploiting non-privileged information and privacy class actions. Canada ranks first in eight out of the 10 economic freedoms, including free enterprise, private property, and the absence of corruption (McGregor et al., 2020). However, the overall law is comprehensive and mostly open, safeguarding property rights and guaranteeing the commercial code is applied openly. Since the year 2020, business law departments in Canada have been focusing heavily on preventative measures. McMillan lawyers are widely regarded as pioneers in the field of legal risk management in Canada and beyond. A new analysis by ARAG Legal Solutions Inc. shows that legal responsibility is rapidly becoming a major concern for Canadian small businesses (Sainsbury, 2022).
The competition rules of Canada, which are under investigation because of problems in the grocery business, influence the legal dangers that the Canadian retail industry faces. By updating Canada’s competition rules, the country’s grocery industry can be shielded from cartel-like tactics and wage-fixing agreements. Grocery stores are at risk of being sued because of damp and icy conditions both inside and outside their establishments. Some of the top 10 legal threats facing Canadian firms in 2016 include climate change, tax authorities using non-privileged information, and privacy class actions.
5.Ethical Risk
Many significant factors, such as public health ethics, ethical consumption, and bribery of public officials, contribute to Canada’s ethical dangers. The food safety system in this economy is typically well-regarded (Ramboarisata and Gendron, 2019). Canadians are especially mindful of how their spending habits affect others and the planet. Fears about food poisoning and other potential health problems have an effect on consumers’ decision-making processes. Consumers rely heavily on the data provided by producers, sellers, and regulatory bodies (Rossi et al., 2021).
CFIA, WHO, and HC are all examples of dependable sources that provide information that consumers may trust. The ethical challenges posed by Canada’s retail sector have evolved in response to recent controversy in the food industry, such as the reduction of pandemic pay for frontline personnel. There is a push for a supermarket code of conduct in Canada to address the country’s unsatisfactory supplier relationships (Endenich and Trapp, 2020). Even though it may be difficult to quantify greed in the food industry, a supermarket code of conduct can help prevent abusive actions. Most Canadians prioritise environmental protection as a “ethical issue” when making food and drink purchases. An industry-wide grocery regulation will encourage “fair and ethical trading,” a research found. The province’s packaging and documentation requirements and those of Canada Customs are only two examples. Careful reading of the bilingual labels and the Canadian federal and provincial sales tax accounting is recommended before making a purchase.
The CSR efforts of the corporation will contribute to the expansion of its market share in Canada. The company’s investments have improved its brand image and relationships with key stakeholders (Ramboarisata and Gendron, 2019).
Evaluation of Business Opportunities In Canada
Sainsbury’s expansion into the Canadian market is the company’s best chance to increase demand for its grocery products. Sainsbury’s is the United Kingdom’s number two supermarket chain, accounting for 14.6% of the country’s grocery sales. When business picks up, Sainsbury’s plans to go it alone, and they are convinced that they can raise sales and sustainably finance investments in their value, service, physical estate, and digital proposition (Jones and Comfort, 2020). Canada’s food and beverage manufacturing industry is large and growing, accounting for 17 percent of the country’s total manufacturing output.
1. Macroeconomics of Canada
1.1 Sophisticated Demand
In 2020, the retail sale of food and groceries in Canada generated $143.3 billion in revenue, representing a compound annual growth rate (CAGR) of 5.8 percent from 2016 to 2020. The food and grocery sector is anticipated to increase at a CAGR of 2.7% between 2020 and 2025, reaching CAD 474.1 billion. Canada’s grocery business is dominated by a small handful of large chains, with just three traditional grocers and two general merchandisers controlling over 76% of the market. As a result, Canadians have less money to spend overall, and the cost of groceries is rising faster than at any time in the country’s history. In addition, the Canadian government places a premium on encouraging the widespread adoption of a diet rich in fresh, locally grown produce. The market demand for organic goods is expected to rise as a result of this (Lee et al., 2021).
1.2 Service Infrastructure
By 2025, the total value of the Canadian retail market is expected to reach CAD 474.1 billion, with food & groceries remaining its largest segment. The dominance of the big grocery chains, which generate nearly 76% of Canada’s food sales, has been devastating for the country’s independent retailers. Canada has a thriving and expanding economy because to its established mixed economy, innovative and diverse people, and sturdy infrastructure. Therefore, Sainsbury’s can evaluate the macroeconomic aspects impacting the Canadian market and the retail food sector’s service infrastructure to determine if expanding there is possible (Jacobson et al., 2022).
Covid-19 saw a dramatic surge in the popularity of using the internet to conduct business. Supply chain efficiency is crucial in this industry (Phan, 2021). Grocery retailers have developed measures to mitigate the effects of supply chain disruptions. Risk assessments in supply chains are essential for identifying and managing threats related to demand, procedures, quality, logistics, new product development, and procurement (Polinkevych et al., 2021). Grocery stores in Canada confront a number of risks both within and outside the building, including theft, weather-related issues, and dangers linked with wet and icy surfaces. Disagreements in the grocery industry and claims that retailers are underpaying frontline personnel because of the pandemic have prompted discussions of revising Canada’s antitrust laws. Three traditional grocery stores and two general merchandisers split the Canadian grocery market (Upadhyay et al., 2021). As a result, Sainsbury’s must analyse the retail grocery industry’s supply chain management practises in Canada before expanding its operations there (Hobbs, 2020).
1.3 Characteristics of Market
The Canadian food retail business is likely to be highly segmented, as many shoppers attempt to cut costs by stocking up on discount items or moving to private label brands. Canadian grocery stores are accommodating shoppers’ need for speed by adding deli sections and more pre-packaged foods (Duprey et al., 2020). Sales at grocery stores have declined recently due to the industry’s maturation and the slowdown of population expansion. Canada is home to less than 15,000 grocery stores, with around 76% of the country’s grocery market controlled by the top five food merchants. Rising food costs and stagnant population growth will compel supermarkets to reevaluate their property holdings, which could lead to surpluses in some sectors. Therefore, Sainsbury’s can evaluate the Canadian retail grocery industry’s qualities such market segmentation, consumer preferences, and competition market share to determine if expansion there is possible.
1.4 Demographic of Canada
Canada, home to 38 million people, will have to rethink its food policy in the face of rising food prices and sluggish population growth. Canadian grocery stores are accommodating shoppers’ need for speed by adding deli sections and more pre-packaged foods (Bennett, 2019). As a result, Canadians have less money to spend overall, and the cost of groceries is rising faster than at any time in the country’s history. Loblaws/Shoppers Drug Mart was the largest grocery retailer in Canada in 2021, accounting for an estimated 28 percent of the market. The grocery store industry in Canada is expected to reach $117.3 billion by 2023. Sainsbury’s can evaluate the potential for expansion in the Canadian retail grocery industry by analysing demographic factors such as population growth, consumer preferences, and the market share of competitors.
Canada and the World – Business Environment
1. Degree of Domestics and foreign competition in Canada
The retail grocery sector in Canada is dominated by large supermarket chains, which has a negative impact on locally owned stores. The Canadian grocery shop and supermarket industry witnessed moderate expansion in the five years up to 2019. Supercenters are a convenient one-stop shop that have increased price competitiveness and benefited consumers (Pennycook et al., 2022). Canadian grocery store competition is being studied by the Competition Bureau, which thinks that Canadian competition regulations should be changed to prohibit cartel-like practises including agreements to fix wages (ctvnews, 2022).. While wage-fixing agreements can be criminally prosecuted under U.S. law, this is not the case under Canadian competition law. Because of this, the Canadian government is adopting measures to ensure a healthy level of competition in the grocery business, which is facing increasing pressure from both domestic and foreign competitors (Eriksson et al., 2019). Sainsbury’s can gauge the difficulty of breaking into the Canadian grocery store market by looking at the competition there (Sainsbury, 2022).
2. Canada’s government behavior toward foreign Investment
Foreign investment in Canada is governed by the Investment Canada Act (ICA), a law that details the steps to be taken when assessing potential foreign investments. Canada’s policy framework for foreign investment provides a welcoming setting in which to reap the benefits of FDI (McGregor et al., 2020). The Canadian federal government oversees the examination of FDI under the Investment Canada Act (ICA), which establishes a framework for doing so. The ICA grants the federal government the authority to determine whether or not Canada will benefit from incoming foreign investments. This means that Sainsbury’s needs to investigate the foreign investment laws and regulations in Canada before deciding whether or not to expand there. According to the latest data, only 1% of enterprises in the economy are responsible for paying wages and providing jobs, but only 15% of GDP comes from this sector. Canada has the highest ratio of FDI stock to GDP among G20 countries during the previous few years.
3. Level of Free Market Economy in Canada
Canada and the United States both have mixed market economies that are mostly based on free trade. Canada has what appears to be a free market economy, yet the government nonetheless plays a large role in regulating and bolstering a wide range of firms (Hobbs, 2020). Canada has one of the most prosperous economies in the world because of its thriving service industry, which employs around 80% of the country’s workforce. According to the Heritage Foundation, Canada has the sixteenth-most free economy in the 2023 Index, with a score of 73.7 out of 100. Sainsbury’s may therefore evaluate the degree of economic freedom in Canada to see if expansion there is possible (Sainsbury, 2022).
4. Level of Free Market Economy in Canada
Supercenters have increased pricing competitiveness and provided consumers with a more convenient one-stop shopping alternative, despite rather modest growth in Canada’s retail grocery sector over the years. The dominance of the huge food chain companies has been detrimental to independent retailers (Norris and Cranfield, 2019). While Canada’s economy is essentially free-market, many sectors receive substantial government regulation and funding. Canada’s food industry is backed by careful market segmentation, and stores there are responding to shoppers’ desire for quick and easy meals by stocking more convenience foods and opening deli counters (Sainsbury, 2022). According to the Fraser Institute, a free market in food is more beneficial to the poor. Because of this, the degree to which Canada’s retail grocery sector is subject to free market economy is a matter of concern, and Sainsbury’s can assess the regulations and competitive market landscape to decide whether or not to grow operations there.
Recommendation
The retail grocery industry in Canada is dominated by huge grocery chain stores, so Sainsbury’s has an opportunity to expand their operation there at the expense of independent grocers. In spite of Canada’s mixed market economy, the government nevertheless plays a major role in regulating and supporting a wide range of enterprises. Canada’s food industry is backed by careful market segmentation, and stores are catering to customers’ desire for convenience by stocking more ready-to-eat options and installing deli counters. Canada’s federal government is investigating the dynamics of grocery store rivalry as part of its efforts to preserve competition in the sector. Sainsbury’s must evaluate Canada’s foreign investment policy and laws, level of free market economy, market norms, and competitive environment to determine if it is feasible to develop their business there.
Sainsbury’s should enter the Canadian retail grocery industry through partnerships with independent shops to diversify the market and introduce new items, as determined by the study’s results and analysis. By expanding into the Canadian food retail market, Sainsbury’s stands to reap substantial financial benefits. In a highly developed economy like Canada’s, a GDP growth rate of 5.69 percent is indicative of strength and vitality. The proliferation of supercenters has increased competitive pricing and provided convenience for consumers. Many shoppers try to save money at supermarkets by buying in bulk during sales or switching to store brands. Sainsbury’s needs to determine the average household income of its target market so that it can come up with the most optimal pricing strategy. In general, Sainsbury’s may capitalise on the retail grocery sector’s growth opportunity in Canada by partnering with smaller stores and adjusting its pricing to attract customers from a wide range of income levels.
Conclusion
Sainsbury’s expansion into Canada is a possibility. Canada’s GDP growth rate of 5.69 percent indicates a robust, dynamic, and highly developed economy. When fully developed in 2023, Canada’s food and supermarket industry will be worth $117.3 billion. However, Canada’s Bureau of Competitiveness is paying a lot of attention to the grocery industry by investigating retail competitiveness. The study’s goal is to counter the dominance of large food chains by lowering entrance barriers and increasing competition. Sainsbury’s may look into partnerships with local grocers to boost competition and stimulate new product development in Canada. The emergence of so many megastores has boosted affordability and convenience for shoppers. Many people shop for groceries with the intention of saving money by stocking up during sales or purchasing store brands. To develop a successful pricing plan, Sainsbury’s must first learn the typical income of its potential customers. Sainsbury’s may take advantage of the development opportunity in the Canadian grocery retail market by forming partnerships with smaller stores and modifying its prices to appeal to customers with a wide range of incomes.
Reference
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