ASSIGNMENT REQUIREMENT:

Choose an UK-based company of your choice, and develop an international marketing

communication plan to raise its brand awareness, 6months prior its official entry into any one
of the markets listed in the Emerging 7 (E7): China, India, Brazil, Mexico, Russia, Indonesia
and Turkey (Goldman Sachs, 2012)

UK-based company chosen WAITROSE

Details which I have found about the relevant company
1.I hope Waitrose online market is already in china tis possible if we take only
Waitrose is selling its products online to the Chinese market and says this could become its
biggest international business in the next three to five years.
From today, the supermarket is offering 30 products, including its Duchy Organic biscuits,
baby items, coffee, tea and nuts and other own brand goods through the Royal Mail store on
Tmall Global, part of the Alibaba Group [IRDX RALI]. The online store has a dedicated
Waitrose page, with information about the brand for consumers in the Chinese market, and
the supermarket is working with Avenue 51, which runs the Royal Mail store on Tmall.
The potential for Waitrose in China is huge, said Waitrose commercial director Mark
Williamson, and although its a relatively modest start its our ambition to see it become our
biggest international business in the next three to five years. We are proud that Waitrose is
recognised around the world for quality, and excited to be reaching new markets.
China is the 59th country that Waitrose exports to, after countries including Spain, India,
South Africa and the Falkland Islands. It cites IMRG 2014 research that estimated that less
than half of Chinas 1.36bn population was using the internet then. In addition, it said, the
number of mobile internet users in China had grown by more than eight times in the last five
years, and was expected to top 700m in 2016.