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Mkt John Lewis

In: Business and Management

Submitted By lidiabiubiu
Words 3085
Pages 13
John Lewis Case Report

Group member:
OHTSUKI Takeshi
STOREY David
ZHOU Jiayue
ZHOU Wei
ZHANG Xuyun

Executive summary 2 Introduction 3 SWOT 4 Strengths 4 Weaknesses 8 Opportunities 8 Threats 9 Rank and prioritize 10 STP 11 Entering New Markets 13 1. Japan 13 2. China 15 Products 15 Place 16 Promotion 17 Positioning 18 Conclusion 18

Executive summary John Lewis is currently in a very strong position, possessing a committed workforce, enviable brand equity, and strong growth. The long term growth horizon, however, is limited by the prospect of saturation in the UK market. In this report, we examine the case for, and execution strategies for, international expansion. We focus on two large countries where this strategy could be especially profitable: China and Japan. We conclude that China holds excellent prospects for John Lewis and we therefore recommend expansion. Our recommendation for expansion into Japan is more qualified, but we believe that an expansion there would also be profitable. However, market constraints in this country lead us to caution that a more thorough analysis may be prudent before any action is taken.

Introduction The John Lewis Partnership is one of the UK’s leading retail businesses with 29 John Lewis department stores, 8 John Lewis at home stores, johnlewis.com, 246 Waitrose supermarkets, 31 Waitrose convenience stores, waitrose.com and business to business contracts in the UK and abroad. John Lewis and Waitrose are two of the strongest retail brands in the UK. John Lewis manages upmarket, large department stores while Waitrose is a chain of upmarket supermarkets and convenience stores. Other services include insurance, broadband and telephone. In this case, we will focus on John Lewis department stores. Neither Waitrose nor John Lewis depends on dominant market share but on distinctive...

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