MNGT922 Case Study: Primark Expansion to Canada & Consumer Behavior Analysis

Question 1:

interoffice memorandum

to: Task leader - Canada EXPANSION TEAM

from: Ms Henrritta McBad, VP Special projects

subject: ENTRY TO CanadIAN MARKET

date: 1/4/2023

cc: Dr. Findlay, Corporate evaluator

Although there have been major shocks to the Canadian retail sector in recent years, our team continues to explore the opportunity of expanding Primark to Canada. Canada has shown to be both a challenge and opportunity, in recent years, with examples of both successes and colossal retail failures. The rebound of the Canadian dollar and economy has undoubtedly helped the success of new luxury retail entrants such Nordstrom and other high-end retailers. Unfortunately, not all indicators are so positive. Political and economic uncertainty continues as President Trump pushes towards a renegotiation or even withdrawal from NAFTA. Furthermore, the rapidly changing marketplace, due to disruptive new technologies and changing consumer behavior, has also contributed to the demise of major retailers in Canada. Yet it is these same challenges that can be turned into opportunities for Primarks entry to Canada.

Although our expansion task team remains optimistic and committed to expanding into Canada, these sentiments are not shared by our parent, Associated British Foods Plc (ABF), corporate office. They are expressing major trepidation into further expansion into the American market; signaling plans to downsize some of the U.S stores and killing our Canadian expansion plan. Therefore, I need you to gather your best analysts and be ready to present to corporate headquarters, in Dublin, Ireland Monday, August 29^th.

You only have 5-8 minutes scheduled to meet with George Weston, ABF CEO. The time is short, but we need to ensure that the presentation will have impact and re-establish the confidence to continue with the expansion in Canada. Weston despises having his time wasted by presentations that are characterized by dithering, vagueness, and generalities. He only considers arguments and recommendations that are backed by facts.

I suggest that the talking points of the presentation include, but not necessarily be limited to;

• An overview of the Canadian economy and retail market in Canada, current and forecast for next 3 years.

• Comparison and contrast of Canadian, American, and other national consumers and retail sectors.

• Identification of the Canadian target market and discussion of the fit to Primark.

• Recommendations and strategies to ensure our successful entry.

I recognize that this request has been precipitous but urgency is paramount. My contacts at corporate ABF have told me that the board has already been advised from the finance department to cut losses and dimantle our expansion team immediately.

I need only peer reviewed articles to be referred to answer this question 1

And I need the list of these peer review articles in APA format.

Question 2:

Conduct a consumer behavior analysis for international and local businesses

Instructions:

• Write a 4 pages paper that discusses the question/topic.

• NOTE: Title page and references do not count as part of the 4 pages length.

• Develop opinions on both your claim and the cons.

• Additionally, discuss the positive and negative impact of the trend if applicable.

• Support your paper with journal articles related to the topic

• Must include a Title Page, Introduction, Body (use APA headings), Summary, and References.

• Do not write in the first person.

• Must have at least five peer-reviewed references.

You may have additional references beyond the peer-reviewed articles.

• Submit your paper on the day of your presentation.

Research Paper Grading Rubric

Name: Course: Date:

(The Psychology Department at San Jos State University is acknowledged for the basic structure of this form.)

Total Points: