Essays on International Marketing Opportunity Analysis of Harvey Norman Case Study

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The paper "International Marketing Opportunity Analysis of Harvey Norman " is a great example of a marketing case study.   Harvey Norman is a large retailer with its headquarters in Australia. The company has more than 270 stores in different parts of the world which deal with discounted furniture, beddings and electronics. The company operates as Harvey Norman though in some instances they operate as Domayne and Joyce Mayne. According to the company website, ownership of land in which third of stores are located is by Harvey Norman. The company has a leasing and franchising system.

Harvey family owns over a third of the business. The business was first opened in 1961by Gerry Harvey and Ian Norman. The company has been able to take advantage of the globalization. This has enabled the company to have branches in Asia, New Zealand among other places. The company have been able to take advantage of its dominant market position and seized opportunities. The company has been able to take a lead in their computer sales which are in the electronic sector. The company oversees operations are predominantly operated under the Harvey Norman brand name (Harvey Norman, 2012).

This report will analyze the global opportunities for Harvey Norman to enter into the Chinese market. This will be achieved by analyzing Harvey Norman international marketing potential and the Chinese potential market. Harvey Norman SWOT Analysis Strengths Harvey Norman is one of the largest retailers in electronics and electronic goods. The company have enjoyed a great presence at home and other countries such as Singapore and New Zealand. The company have been able to make high sales due to its attractive promotional offers.

The company have a global presence in more than 270 stores and a workforce of over 10,000 (Harvey Norman, 2012). Their presence in the global market gives them an upper hand in a future expansion (Kolar & Andrej, 2007). Harvey Norman has been able to create a strong brand name hence enjoys brand awareness among the consumers. Weakness The company was once under criticism over dealing with illegal market practices. This acted to tarnish their company image. The retail market has stiff competition which makes their growth slow (Kolar & Andrej, 2007). Opportunity In order to win more customers, the company can employ tactics such as selling high-quality products at a lower price than their competitors (Hague, Nick & Carol-Ann, 2013).

The company can also expand their market to include lifestyle products. The expansion can rely on the company strong brand name in marketing. Threats The consumers are very conscious of the quality of the products being offered and the brand name matters a lot. There is also a challenge to maintain the consumers in the company due to competition (Kolar & Andrej, 2007). There has been a continuous decrease in electronic prices over the years.

By capitalising on the company strengths and exploiting the opportunities, Harvey Norman has high chances of continuous growth in the industry (Gomel, 2013). The entry into the Chinese market should be done with the emphasis being on strengths and opportunities and reducing weakness. Microenvironment analysis Rivalry The company main competitors are Davis Jones limited, Woolworths and Myer Holdings. These are large retailers with a worldwide presence. The retailing business is a highly competitive and hence high rivalry. Due to the fact that most of the competitors are large, there is a semblance of rivalry.

Other competitors in the industry are Safeway, Action and Flemings (Harvey Norman, 2012).

References

Ghauri, P. N & Sarah, P 2008, Globalization. London: Dorling Kindersley.

Gomel, G 2013, The Chinese economy recent trends and policy issues. Berlin: Springer.

Hague, P. N., Nick, H & Carol-Ann, M. 2013, Market research in practice: how to get greater insight from your market, London, Kogan Page.

Harvey Norman 2012, Company profile, Retrieved 18 August 2014 from, http://www.harveynormanholdings.com.au/pdf_files/Company_Profile_2012.pdf.

Jančič, Z & Klement, P 2002, ‘Mutuality of marketing and corporate identity session 5: Marketing’, An Enterprise Odyssey: Economics and Business in the New Millennium. Vol.2, no. 1, p. 1765-1780.

Kolar, T & Andrej, T 2007, ‘Marketing as warfare, revisited’. Marketing Intelligence & Planning. Vol.25, no. 3, p.203-216.

Li, Y 2013, Chinese Economy in Disequilibrium. Dordrecht: Springer.

Winston, W., Robert E. S., Philip K. S & John P. D 2013, Market Analysis Assessing Your Business Opportunities, Hoboken, Taylor and Francis.

Yongqin, W 2013, Demystifying the Chinese Economy Miracle, Hoboken, Taylor and Francis.

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