Kiwi minipris : Export Marketing Consultancy Project
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- England 
This report is written on request from KIWI Mini Pris AS, a Norwegian grocery store chain and subsidiary of “NorgesGruppen”. KIWI currently has a strong position in their domestic market, and they wish to evaluate their possibilities for further international expansion. Based on their request the researchers have examined the UK grocery market by identifying main competitors, trends and the changing consumer behaviour within the market. Upon late request, the researchers have also evaluated possible modes of entry for KIWI into the UK market. The primary research includes; expert interviews, semi-structured interviews and observation. This research will present key findings of their competitors, consumer behaviour and overall changes found in the UK market. The UK grocery market is dominated by the “Big Four¨ (Tesco, ASDA, Sainsbury´s and Morrisons), and is changing dramatically. Changes in the market are alterations to the entire British operating infrastructure; by hard discounters ALDI and LIDL. Further research reveals that the changing consumer behaviour is forcing the industry to adapt to meet the customers needs. The two main factors found that shoppers value, are convenience and choice. Secondary research complied with the primary data, has provided the researchers with a greater understanding of the UK grocery market, which has been used to draw a conclusion and recommendation for KIWI. Conclusions found are that KIWI would need to adapt to the British consumer’s shopping patterns. There are also too many competitors offering the same within the supermarket sector, KIWI would need to be innovative and offer something that does not currently exist. Based on this report’s findings, the researchers’ recommended KIWI to stay in their domestic market. The researchers recommend KIWI to continue success in Norway and focus on Scandinavian possibilities. However if they chose to enter the market, recommended modes of entry are; alliances through joint venture and acquisition. The recommendations are based on findings from both primary and secondary data.
Bacheloroppgave i Internasjonal Markedsføring fra Leeds Beckett University i England, 2016