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Marketing Mix

C/B/1757. UK retail firms and Internationalisation

WORDS:
2900
DATE:
2009
PRICE:
29.99 GBP

The paper examines the situation in the UK retail industry and the prospects of the retailers to go global. Theories of internationalisation are reviewed outlining the factors behind competitive advantage in the retail industry, addressing the issues of the retail marketing mix and brand management, discussing the strategies of internationalisation, and analysing the example of Sainsbury's, the international British food retailing chain.

 

KEYWORDS: retail marketing, competitive advantage, internalisation, marketing mix, brand, Sainsbury's,

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