The internationalization strategy of a specific retailer

1. You will form a group of four or five students and together you will choose an
   international retailer, located in at least five different host countries (you may not
   select Walmart). Each student will then choose one of these host countries for
   detailed study. A list of potential retailers may be found here (scroll to bottom of
   this web page): https://stores.org/2018/06/28/2018-top-100-retailers/
2. You will independently prepare a paper (worth 25% of your final grade) that
   uncovers the process of internationalization that brought the firm into one of its
   host countries. This paper will answer a series of questions, whose components
   will be discussed in detail in various lectures, but particularly in lectures 8 and 9.
   i. What is the internationalization history of this firm, and does this history
   suggest reactive or proactive expansion?
   ii. Why did this firm likely choose internationalization as an expansion option?
   iii. What location factors drew the firm to the country you are studying, and is
   this country a primary market?
   iv. How did the firm enter this country and what operational strategy is
   evident?
   v. Has the firm’s movement into this country been successful? Why or why
   not?
   Note: details about the paper are provided below.
3. Following paper submission, each group will reconvene during four class periods to
   prepare a presentation. Based on each student’s independent findings, the group
   will first identify the firm’s internationalization strategy. Using this strategy, the
   group will then select (and justify) an appropriate country for future entry and will
   indicate how the firm will ensure successful expansion to this new market.
4. Each group will upload their slides before the first presentation begins. They will
   then share their findings with their firm’s Board of Directors (their classmates) in a
   35-minute presentation (worth 15% of your final grade) to be held during the final
   two weeks of term. In this presentation you will describe the firm, outline its
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   internationalization strategy, identify and justify a potential country to add to your
   portfolio, and indicate how the firm will ensure successful expansion.
5. Team member have the option of uploading a peer evaluation following their
   presentation. These evaluations will be used at the instructor’s discretion in
   assigning presentation grades.
   Individual paper details
   The paper must incorporate a mix of qualitative and quantitative industry and country
   information, and draw on concepts/information presented in the lectures, assigned
   readings, and other relevant academic and industry sources (not Wikipedia!). It must be
   between 2500 and 3000 words in length and follow the format described below.
   Some good sources of information:
   For countries:
   • CIA World Fact Book https://www.cia.gov/library/publications/the-worldfactbook/
   • The Economist, Intelligence Unit http://country.eiu.com/AllCountries.aspx
   • Here’s a tool to assess a country’s cultural values: https://www.hofstedeinsights.com/product/compare-countries/

For internationalization
• International Retailing by B. Sternquist and E. Goldsmith, 2018. On reserve in
Porter Library – 3-hour loan
• Strategic Issues in International Retailing by J. Dawson, R. Larke, 2006. Online
resource – access through library: https://library.uwaterloo.ca/
For firms
• Consult the firm’s web pages to access its annual reports etc.
• Other sources include academic articles, books, and popular publications that
focus on the retailer you are studying.
Format:

1. Introduction
2. Internationalization history (question i)
3. The internationalization decision (question ii)
4. Location considerations (question iii)
5. Entry behavior (question iv)
6. Evaluation (question v)
7. Conclusions
8. References
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   Details
9. Introduction (5 marks)
   • Provide contextual information about internationalization (with academic references
   included)
   • Include a basic description of the firm
   • Indicate the purpose of the paper
   • Describe how the paper is structured
10. Internationalization history (10 marks) Question i
    • Describe the overall domestic and international expansion history of the firm (a table
    should be included with relevant countries and dates listed)
    • Use this information to determine if this firm moved in a reactive or proactive
    manner.
11. The internationalization decision (10 marks) Question ii
    • Explain why you believe the firm chose internationalization as an expansion option. To
    do this, describe the firm’s retail mix and channel formats (discussed in lecture 4), and
    identify what aspects of these make the firm globally relevant, thereby giving it a
    competitive advantage.
12. Country assessment (30 marks) Question iii
    • Conduct a detailed study of the host country to determine why it was selected for
    entry by the company. Consider cultural/demographic, retail, political, technological,
    economic and geographic factors in your assessment.
    • Compare the host country characteristics with those in the home country, to
    determine if the host country is a primary market (one that is very similar to the home
    country – e.g. Canada and US).
13. Firm entry behaviour (25 marks) Question iv
    • Determine the nature of firm entry into the country (Organic, Acquisition, Franchise,
    Management contracts, Strategic alliance, Concession). These are discussed in lecture 8.
    • Explain why you believe this entry option was chosen (e.g. does government regulation
    mandate a particular type of entry etc.)
    • Describe the firm’s operational strategy and explain why it is may be classified as a
    proximal, global, transnational or multi-national firm (lecture 8)
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14. Firm success (10 marks) Question v
    • Consult annual reports etc. to draw conclusions about the success of this firm in the
    host country.
    • Explain your findings (identify success factors from the literature and the video “The
    Japan Project,” which will be shown in lecture 9).
15. Conclusions (5 marks)
    • Summarize your findings
    • Comment on the future viability of this firm, based on your findings
16. References
    • Include a minimum of 8, with at least five peer-reviewed articles or books (the books
    listed above may be included). All material included in the reference list must be cited
    in the text.
    • Use APA format.
    • Note: marks will be deducted for incorrect references or referencing style (0.5 for each
    missed peered review source).
    Writing style, grammar etc.: 5 marks