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Case study of perfect buys inc in china

Best Buys, Inc has emerged as a special electronic store in US and other areas functioning from Richfield, Minnesota. The primary strategy for international expansion employed by BBI is M&A with dual branding by creation of competition between acquired stores and Greatest Buys. The research study implies that the strategy has prevailed and workable in western community. Within reduced amount of trade barriers by China and allowing for 100% FDI in retail segment, BBI is wanting to follow same approach in China. But Chinese marketplace being totally different from the Western context, BBI has faced task to cut over the dual branding technique. The report highlights the main strategic issues raised accompanied by recommendations.

PESTEL Framework

The PESTEL framework is devised to comprehend the strategic concerns underpinning the business enterprise from external options (Johnson, Scholes & Whittington, 2008)

Figure A-1: PESTEL Analysis

PEST Factor

Key Points

Implications for BBI


(Chance of BBI to expand in various Chinese market.)

Liberalization in Chinese retail market from 2004

Reduction in entry barriers like compulsion of domestic partners.

Big marketplace for imported product.


Increase in competition from stronger global players of retail business.

Growing educated domestic retail players.


(Constrains from no cost directive expansion in China)

Shift to market oriented economy.

Relatively high domestic cost savings rate.

Uneven monetary development among different states of nation.

Growth in making sector.

(CIA, 2010)


Need for appropriate marketplace segmentation to target specific people and Chinese province.

Require to restructure its price base to match by sourcing its components from China to satisfy the cost conscious needs of tiny towns and cities.


(Chance of BBI for establishing its brand in strong location on customer mind.)

Increase in middle class people.

Rising income of newly educated class.

Focused on functional areas of products.

(CIA, 2010)

Potential opportunity of making profits by targeting small educated people in metro cities.


(Danger for BBI because of unprotected IPR.)

No laws and regulations on Intellectual property privileges (IPR).

Improved technological because of spillover effect from additional MNCs.



(Chance for BBI to stay away potential entrants.)

High legalities for territory acquisition.

Procedural delays to grant authorization.

Being first international provider in retail segment offers advantage to earn revenue and create efficiency (Kotler, 1997).


By examining the competitive nature of Chinese retail market, market location of BBI can be assessed to formulate technique to neutralize these forces (Porter, 1985; Lynch, 2007).


Strength and Implication for BBI

Competitive Rivalry

BBI caters only to CE retailing.

Consolidation of retail segment has increased challenge.

Emerging founded domestic players.


Innovative marketing may be the key power for BBI.

Well known for its customer centricity.

Powers of Suppliers

Increasing domestic electronics suppliers.

Global suppliers with high bargaining power.


BBI presence established with sourcing business office developed good romantic relationship with local suppliers.

Power of Buyers

Low brand recognition while buying product.

Consumers’ preference for nationwide brands.

Products bought on basis of selling price and functionality.


Although the power of buyers is medium BBI should be certain that it should reach its distributed buyer through its distribution channel because of presence of huge regional difference.

Threats for New Entrants

Highly fragmented Chinese retail marketplace.

Entry of global retail players.

Newly emerging domestic players.


Concentrate to differentiation from others.

Focus on targeting both segments of buyers.

4.0 SWOT examination:


Implication for BBI


Presence in China for sourcing electronic digital products since 2003.

Innovative marketing skills.

Established manufacturer in US and surrounding regions.

Developing and keep maintaining relationship with founded suppliers. Personal marriage is basis of business in China.


Being a foreign MNC.

Lack of knowledge for operating in Chinese customer segments.

Lack of quality human resources.

Acquisition of 5 STAR has reduced the foreign liability and increased native knowledge.

Retail training of International Requirements for employees.


Highly fragmented market.

Increased demand for branded products in Tier 1 cities.

Income expansion in Tier 2 metropolitan areas.

Establish retail chain to make brand awareness.

Need for creation of robust distribution network.


Rampant price wars.

Entering global players.

High domestic savings rate.

Consumers differing away to acquire on credit terms.

Cost focused technique for price very sensitive segment and centered differentiation branded products in Tier 1 segments (Johnson et. al., 2007)

5.0 Major Strategic Issues:

Analyzing internal and exterior factors various key results have been listed below with their strategic implication on BBI.

Key strategic findings

Analysis tool

Key findings

Strategic Implications on BBI

PESTEL Analysis

Huge variations in living standards.

Increase in disposal money.

High savings charge among middle income group.

Establish shops to cater both segments to maintain both requirements: Features for cost focused and Differentiation for Tier 1 segment.


Strong domestic competitors.

Global competitors entering the marketplace.

Leveraging on 1st mover advantage, establish romantic relationship with suppliers and clients.


Lack of local understanding of different Chinese regions.

Domestic retailers driving on cost wars.

Consumers buying fewer on credits.

M&A can fulfill local knowledge and developing romance with established with native suppliers can cut cost down.

6.0 Approach Formulation:

TOWS Matrix:

Different strategic alternatives are formulated applying TOWS matrix to address the strategic issues highlighted in analysis.




Established brand name "Best Buys".

Relationship with Chinese suppliers.

International player.

Well versed withdifferent innovative technology.

Acquisition of Five Star (75% Share).

Experience in retail segment.

Small amount of BBI stores.

Lack of retail skilled employees.

Lack of local knowledge.

Foreign liability.



Competitor’s lack of International retail criteria and technology.

Emerging markets

Increasing young educated preferring branded things.

SO Strategic options

Dual brand strategy – Five star for cost focused and Very best Buys for concentrated differentiation.

Influencing young client segment in Tier 1 market.

WO Strategic options

Increase on developing retail experienced employees.

Increasing promotional packages.

Reducing expense using technology.


Global economical crises.

Legal regulations.

Lower cost competition.

High savings rate.

Low credit purchase.

ST Strategic options

Developing brand recognition.

M&A with domestic merchants.

Leveraging on suppliers potential.

WT Strategic options

Good product offerings – Zero percent interest rate on EMI credit pay for.

(Resource: Johnson et al., 2008, p367)

7.0 Recommendation:

A detail explanation and classification of tactics on basis of Ansoff’s Matrix is detailed in appendix A good. A primary examination has been carried out using number of efficiency indicators to remove options which might not exactly be well suited for BBI, leaving the 3 most appropriated strategies that can be followed. A combined procedure of incremental market development and penetration followed concurrently.

First Stage:

Create brand awareness and reputation among Chinese customers.

Influence young educated client segment.

Second Stage:

Use of dual branding strategy for two different segments – Cost focused for consumers believing in efficiency and expense; Focused differentiation for company conscious customers.

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