Table of Contents
1.0 Introduction............................................................................................................................... 4
2.0 Organization Profile and Industrial Analysis............................................................................ 5
2.1Organization Profile............................................................................................................... 5
2.2 Industrial Analysis ................................................................................................................ 6
3.0 Situational Analysis .................................................................................................................. 8
3.1 PESTEL Analysis ................................................................................................................. 8
3.1 SWOT Analysis .................................................................................................................. 10
3.1.1 Strengths ...................................................................................................................... 10
3.1.2 Weaknesses.................................................................................................................. 10
3.1.3 Opportunities................................................................................................................ 10
3.1.4 Threats.......................................................................................................................... 10
4.0 Internationalization of SPAR.................................................................................................. 11
4.1 Cultural Factors................................................................................................................... 12
4.2 SPAR Global Strategy ........................................................................................................ 13
4.3 Porters Diamond Framework – Nation’s Competitive Advantage..................................... 14
5.0 Marketing Activities of SPAR supermarket in India.............................................................. 15
5.1 Segmenting Targeting and Position of SPAR India. .......................................................... 15
5.2 Positioning of SPAR supermarket chain in India ............................................................... 16
5.3 Branding.............................................................................................................................. 17
5.4 Consumer Trends................................................................................................................ 17
6.0 Online Activities ..................................................................................................................... 18
7.0 Recommendations................................................................................................................... 19
Conclusion .................................................................................................................................... 20
3
References..................................................................................................................................... 21
Table of Figures
Figure 1: Global Coverage of SPAR outlets as at end of 2019 ...................................................... 5
Figure 2: SPAR outlet opened in Denmark in 1954 ..................................................................... 11
Figure 3: Hofstede's cultural dimension comparison between India Netherland ......................... 12
Figure 4: SPAR advertisement in India ........................................................................................ 13
Figure 5: Position map of SPAR India with its competitors......................................................... 16
Figure 6: Indian SPAR branding advertisement ........................................................................... 17
Figure 7: Social Media comparison between SPAR supermarket and Big Bazaar Supermarket. 18
Table 1: Porter's five force Analysis............................................................................................... 6
Table 2: PESTILE Analysis............................................................................................................ 8
Table 3: Indian Market Segmentation by SPAR........................................................................... 15
4
1.0 Introduction