Retail Internationalisation Theory - Salmon & Trodjman Classification

1. Retail Internationalization Theory
Salmon and Tordjman’s Classification
(1989)
PRESENTED BY: GROUP NUMBER 3
ANSHUL BHARDWAJ 15RM903
LALITHASRI P 15RM914
RAHUL GUPTA 15RM924
SAUMYA SAXENA 15RM936
UDAY BHAN SINGH 15RM946

2. Background
Hollander (1970)
Fundamentals of
International Retailing
Purpose of
International Retailers
Treadgold (1988)
Entry Strategy
Geographical
Presence

3. Strategic Perspective
The need to adapt to local conditions.
The ability or lack of ability of organization to transfer its operations to another market.
The operational advantages of maintaining a common approach in all markets.

4. Retail Strategies
Global
• Replicated retail formula in all
markets around the world.
• Standardization of marketing mix.
• Centralized management
• Economies of scale
Multinational Investment

5. Examples
Global
Benetton
Laura Ashley
Ikea
McDonalds
Multinational
C&A
Printemps
Carrefour
Auchan
Promodes
Docks de France
Investment
Lactalis & Tirumala

6. Scope and Limitation
Scope
 Facilitate Innovation
 Cross-organizational learning
 Benefits across markets through
integration of marketing efforts.
Limitation
 Monoculture
 No deep insight

7. Alexander Comparative Study
Alexander’s Comparitive Analysis Treadgold:
Aggressive Internationalists/World
Powers
Treadgold:
Cautious & Emboldened
Internationalists
Salmon & Trodjman:
Global
Benetton
Laura Ashley
Ikea
McDonalds
Marks & Spencer
Salmon & Trodjman:
Multinational
C&A
Printemps
Carrefour
Auchan
Promodes
Docks de France