Question
1: Global Expansion Strategy
Steps of the Global Expansion
Strategy
FamilyMart
is a convenience store that was started in the Japanese market. After several
years, the company became among the largest stores in Japan. With the
convenience store industry in the country approaching saturation, the
organization had to develop a strategy for entering the global market. The
global expansion strategy involved four steps. First, the company had to carry
out market research in order to identify the regions that would be profitable.
Since the organization was providing household merchandise and food products,
markets with high population were attractive. Secondly, the company formed
joint ventures with local companies in order to enter new markets. Forming
joint ventures allowed FamilyMart to share risks and profits in the new markets
with local businesses. Since the local companies have knowledge and experience
in the market, the business is able to adjust its procedures and
processes.
The
next step involved becoming a global group. The company created the FamilyMart
Global Group that would enable it to build its brand in the international
market. The company’s headquarters and franchisers meet each year to coordinate
and discuss policy. During the meetings, they exchange opinions and ideas about
how to attain mutual growth and success. Besides, the process allows the group
members to develop close relationships that are founded on mutual trust and
commitment (Le Nguyen, Larimo, & Wang, 2019). That last step involves
building strong relations and cooperation with the parent company. The cooperation
has enabled the organization to develop an integrated distribution system that
ensures the provision of quality items to consumers.
Analysis
and Evaluation of the Global Expansion Strategy
The
global expansion strategy of FamilyMart focuses on increasing the company’s
market share and profitability. The company succeeded to become among the
largest convenience stores in Japan. However, the profitability of this sector
attracted many firms. As the company realized that the convenience store
industry in the area was approaching saturation, it started to plan a global
expansion strategy. The international expansion strategy involved various
aspects that are discussed below.
Choice of Products
Since
competition is inevitable in any sector, businesses must be careful when
selecting the products to provide to the market. FamilyMart decided to offer
food as the main product, in addition to household merchandise. Food is a basic
need for human beings. Thus, the company is able to attract many consumers who
need food products. Besides, the organization offered high-quality products at
reduced prices. Although the profit margin is low, the company is able to
benefit from economies of scale. Product differentiation also enabled the
organization to implement its global expansion strategy successfully. Through
product differentiation, organizations create value and opportunities for
making profits (Zanchettin, & Mukherjee, 2017). FamilyMart provides a wide
variety of unique products to the new markets. Product differentiation would
attract many customers since the foods are different from those available in
the local stores and supermarkets.
Mode of Entry
FamilyMart
entered the international market by forming joint ventures with local
businesses. The local organizations provided distribution infrastructure and knowledge
about the new markets. With the help of the local firms, FamilyMart is able to
market its products and attract many consumers. The well-established
distribution systems enable the company to avail products to consumers at the
right time without delays. The mode of entry also allows the organization to
share risks and profits with the local firms. Thus, business threats will not
have a significant impact on the company’s financial performance. The parties
involved in this ventures shares ideas and resources needed to achieve
long-term success. Local companies have sufficient information about the needs
and expectations of consumers. When the businesses share this information with
FamilyMart, it becomes possible to design products and services in compliance
with customers’ needs.
Winning the Local Battle
For
FamilyMart to expand into the international market, it first succeeded in the
local or domestic market. The organization developed several stores in the
Japanese market that allowed it to build a strong reputation. The company’s
name was designed to represent its philosophy of hospitality. The organization
is committed to ensuring exceptional customer experience and satisfaction.
Besides, the convenience store allowed customers to access a wide range of
goods from one chain. The company also focuses on improving customer relations
in order to increase its market base. FamilyMart also made acquisitions in
Japan to increase its presence in the market. The success of this company in
the local market enabled the development of a reputable brand that would easily
succeed in other areas.
Choice of Strategy, Markets
FamilyMart
used various strategies to succeed in the international market. First, the
organization utilizes the cost leadership strategy to build a competitive
advantage in the industry. Cost leadership strategy involves the efforts that
aim at reducing the expenses involved in the production (Nasri & Ikra,
2017). With the low cost of production, the company is able to offer quality
products to consumers at reduced prices. Besides, the organization understood
that different regions have diverse cultural norms and values. As a result, the
company formed ventures with local companies that understood the needs and
expectations of customers. Joint ventures also allowed the company to have
access to already established distribution systems. In addition, the organization
identified the markets that presented a high prospect of success. Markets such
as China have rapidly growing economies. The Chinese market also had few
government regulations and formalities, making it easy for new firms to enter
the industry.
Question
2: Failure of Lawson’s Initial Entry into the China Market
The
booming convenience store industry in the Asian market attracted many organizations,
among them the Lawson. The high population of Asia presents businesses with
many prospective customers. Lawson failed to succeed in implementing its
expansions strategy due to communication problems, low store numbers, and
competition. As the company introduced stores in Asia, many firms entered the
market. With a rise in the number of firms in this industry, the products
supplied exceed the quantity that customers demanded. The stiff competition
significantly affected the profitability of Lawson. The competitors made
efforts to increase their market shares by cutting costs, reducing prices, and
enhancing efficiency. Although competition allows consumers to access
high-quality commodities at reduced prices, it harms the profitability of
businesses (Markgraf, n.d.). Therefore, Lawson was forced to reduce its product
prices, leading to low-profit margins.
Besides, the
company developed a few stores in the region. With the lack of a well-developed
distribution system, consumers would purchase products in supermarkets rather
than travel for long hours to reach the convenience stores. The problems
associated with a poor distribution system involve customer service and cost
(Logistics Bureau, n.d.). With the company having a small number of stores, it
was difficult for items to reach customers at the right time. Delivery lead
times cause customers to become dissatisfied, forcing them to seek the services
of rivals. A poor distribution network might also cause businesses to rush
deliveries in attempts to appease consumers. As they rush, employees might forget
about some processes that add value to the products. In the end, customers
obtain commodities that do not match their needs and expectations. The low
number of stores also made Lawson incur high expenses associated with inventory
management. The company had to store massive volumes of products in its
warehouses in order to meet consumer demand. The organization also incurred
high transportation costs due to the distance between the stores and consumers.
Additionally,
Lawson experienced communication problems with the local staff. Most of the
local employees were Chinese who did not understand or talk English. The
language and cultural barriers made it challenging for the management to
communicate with local staff. Communication is an essential component that
businesses required to ensure success. When language barriers hinder managers
from communicating effectively with workers, organizational performance is
negatively affected (Brannen, Piekkari, & Tietze, 2017). The organization
should have found suitable ways of improving communication and information
sharing in the workplace. Effective communication facilitates the transfer of
information between managers and employees (Hänninen & Karjaluoto, 2017). The
smooth flow of information in an organization allows workers to understand
their roles and responsibilities, leading to higher productivity and
efficiency. Thus, communication problems, competition, and the low number of
stores caused the failure of Lawson in its attempt to enter the Asian market.
Question
3: Challenges Faced by Foreign Companies When Entering China Market
Foreign
companies that attempt to enter the china market face various challenges. First,
the local infrastructure is poorly developed that hinders businesses to succeed
in the market. Critical infrastructure such as road and rail networks are
poorly developed in China. For convenience stores to succeed, they must have
extensive systems that allow the distribution of products to the stores on a
daily basis (Logistics Bureau, n.d.). The lack of well-established facilities
and infrastructure force foreign organizations to develop the distribution
system before entering new markets. The organizations must invest a substantial
amount of money in the facilities to ensure smooth operations.
Another
common problem that foreign companies face is government regulations and
formalities. The Chinese government has strict laws concerning environmental
regulations and product safety. The health issues associated with foods from
convenience stores have led to the implementation of strict safety policies (Zhou
et al., 2020). As a requirement, foreign organizations that wish to start
operations in the country must seek the necessary permissions and approvals.
When developing facilities and infrastructure, businesses must satisfy the
required standards and requirements. Thus, organizations might take a
considerable amount of time to understand these requirements before they begin
operations. The organizations are also subject to a taxation system that they
are not familiar with. Before the businesses understand all the government
regulations and formalities, they might find themselves in legal problems. When
businesses have problems understanding the formalities, they will experience
obstacles when trying to negotiate and communicate with the government.
Foreign
businesses also face challenges when recruiting employees. Since the
convenience store as an emerging model in the country, the companies are unable
to find workers with the required skills and experience to assist in achieving
the expansion goals. Despite the fact that China is a highly populated country,
these businesses encounter talent shortages. Besides, cultural and language
barriers hinder the training of Chinese workers. With the managers using a
different language, they find it challenging to transfer convenience store
concepts to workers. The lack of effective communication causes a breakdown in
the transfer of information between managers and employees.
Additionally, the
rapidly growing economy in China has led to a rise in the rent costs.
convenience stores work on the principle of providing low-margin products and
services. The rising rent costs cause businesses to risk incurring losses. For
organizations to maintain profitability, they might decide to cut expenses by
offering less variety of merchandise and limiting the floor area.
Organizations
also face stiff competition from both foreign and local businesses. The
profitability of convenience stores attracts many firms into the industry. The
businesses share the market base, leading to reduced profitability (Min, Kim,
& Zhan, 2017). More entrants into the sectors translate to increased
production. As a result, the market forces would cause product prices to
reduce. For foreign companies to maintain a competitive advantage, they must
implement various initiatives that aim at attracting many consumers. For
example, they might engage in aggressive marketing and product differentiation
in order to improve the reputation of their brand. While rivals increase their
market share, the other businesses start losing customers, leading to reduce
financial performance.
In
summary, FamilyMart works on the philosophy of creating close relationships
with stakeholders such as employees, consumers, and supplies. The success of
this company in the local market enables it to build a strong reputation. The
organization's global expansion strategy is founded on forming joint ventures
and maintain its reputation in the convenience store industry. Despite
succeeding in many aspects, the company faced challenges in its attempt to
enter the China market. Challenges such as communication problems, stiff
competition, and lack of infrastructure hinder FamilyMart from achieving its
expansion goals.
References
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M. Y., Piekkari, R., & Tietze, S. (2017). The multifaceted role of language
in international business: Unpacking the forms, functions and features of a
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N., & Karjaluoto, H. (2017). The effect of marketing communication on
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Le
Nguyen, H., Larimo, J., & Wang, Y. (2019). Control, innovation and
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Logistics
Bureau. (n.d.). Some Consequences of Poor Distribution Network Design.
Retrieved from https://www.logisticsbureau.com/some-consequences-of-poor-distribution-network-design/
Markgraf,
B. (n.d.). How new entrants affect business. Retrieved from https://smallbusiness.chron.com/new-entrants-affect-business-69581.html
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