[Solved] 2.22 business management

Assignment Prompt & Instructions

follow the requirement – ## groupspeech.docx – ## grouppresentationpowepoint.pptx – CORP3544.AssessmentBrief.2023.1.pdf **## groupspeech.docx** Good afternoon professor teachers,it is an glad to report with my team members here. The topic We have chosen is the globalization theme: the impact of globalization on business performance. The business organization chosen is Suning Tesco. an e-commerce company based in Nanjing, China, with 2022 revenues of more than $10 billion. As a result of globalization, Suning Tesco is currently seeking to expand overseas and is preparing to invest in emerging markets such as India and Pakistan so as to improve its business performance . Suning Tesco has made the strategic decision to invest overseas precisely after seeing Chinese Internet companies, represented by ByteDance, develop overseas markets and achieve great success, with corporate reputation and profitability rising significantly. This report will be carried out in five parts: introduction of Suning Tesco, analysis of business environment (macro and micro), analysis of SWOT theory, analysis of opportunities and challenges, and countermeasures against globalization and overseas investment. Suning Tesco e-commerce group, headquartered in Nanjing, China, is a leading comprehensive o2o e-commerce shopping platform in China. After continuously promoting the o2o online and offline integration strategy, the company has carried out all category, all channel and global expansion and operation.In addition, Suning Tesco was once again ranked among the Fortune Global 500 in 2019, and ranked first in the retail industry with a brand value of 269.198 billion yuan in 2019. At present, Suning Tesco's operation focuses on the domestic market in China. Under the influence of the wave of globalization, Internet companies represented by ByteDance and retail companies such as Alibaba have chosen to invest overseas to explore emerging markets, and have achieved great success and improved their business management performance. In such times, Suning Tesco has also started to choose to invest overseas to seek greater development. The second part will analyze the business environment faced by Suning Tesco in terms of macro factors and micro factors. Macro factors: Firstly, the incremental shrinkage of China's consumer market, China's consumer market has fallen into a downturn after three years of COVID-19 epidemic, consumers' willingness and ability to consume has decreased, and the demand for quality of goods and services has increased, the incremental shrinkage of the consumer market, and the space for the development of the enterprise is relatively small. Secondly, the pressure of competition in the domestic market has increased: on the one hand, the competition in China's e-commerce industry is fierce, with Taobao, Pinduoduo and other enterprises vying for entry; on the other hand, the downturn in the consumer market has compressed the profit margins of e-commerce enterprises. Once again, the potential of foreign emerging markets is huge: emerging economies represented by countries such as India and Pakistan have fast-growing consumer markets with huge potential and low barriers to entry. Finally, the low cost of foreign emerging markets, the pressure of competition is small: India, Pakistan and other places closer to China, low transport costs, manpower prices are appropriate, you can build a supply chain system. India, Pakistan and other emerging economies have no large domestic e-commerce enterprises, Suning can rely on rich operating experience and huge capital to gain a competitive advantage. Micro factors: Firstly, Suning Tesco is attracted by the preferential policies of emerging economies, India, Pakistan and other countries have given sufficient policy preferential treatment to foreign investors, Suning Tesco can get tax relief and government help. Secondly, Suning has a rich accumulation of technology, Suning Tesco has accumulated rich experience in building algorithms in the long-term business practice, and can quickly improve the algorithm according to the user profile of the investor countries to attract customers. Again, Suning Tesco itself needs to optimize and improve its supply chain in overseas markets, and by going overseas, Suning Tesco can obtain rich overseas resources, including supply chain, technology and talents. Lastly, to improve risk resistance, going overseas can help Suning Tesco reduce its dependence on China's domestic market and diversify its business risks. When the domestic market faces uncertainty or challenges, the company's business in overseas market can serve as a stable source of income. The SWOT theory will be used to analyse the strengths, weaknesses, opportunities and threats that Suning Tesco has in the process of globalization in the third part, where the opportunities part will be focused again in the fourth part. Strengths include the integration of online and offline shopping, the presence of many "mega" physical shops and a well-developed logistics base. Weaknesses include redundant organizations, overstaffing, impeded logistical development, and unclear user orientation. Opportunities: Growing online consumer demand, Chinese government support for the e-commerce economy. Threats, high staff costs, decreasing profits year on year, many competitors. The fourth part will analyze the opportunities and challenges faced by Suning Tesco under the wave of globalization. In terms of opportunities, the first one is brand image building, globalization gives Suning the opportunity to build up its brand image in different countries and regions and to enhance its visibility and recognition in the international arena. The second is access to transnational resources. Through cooperation with global partners, Suning is able to obtain advanced supply chain management experience, innovative technologies and professional talents. Thirdly, learning and innovation opportunities, globalization allows Suning to access and learn from business practices, innovation models and advanced technologies in other countries and regions. Finally, market expansion, Suning is able to enter the markets of more countries and regions, thus expanding its business scope and customer base. Challenges, firstly, benefit distribution crisis, globalization may involve issues such as market share allocation and profit distribution in different countries and regions. Companies need to deal with a variety of different legal, tax and business rules, as well as the complexity of negotiating and negotiating the distribution of benefits with partners. In addition, business expansion will also change the pattern of benefit distribution within the firm, which may affect the degree of solidarity among executives. Secondly, the difficulty of business operation will increase. Globalization will make Suning face competitors from different countries and regions, diversification of consumer demand, complexity of supply chain management and other operational difficulties. Once again, the resource investment increases, entering the international market requires a large amount of investment resources, including market research, brand promotion, channel construction, talent training and so on. The company needs to consider the balance of comprehensive interests, reasonable allocation of limited resources. Especially in the early stage of market development, a large amount of resources need to be invested, which may increase the cost of the enterprise. Finally, the organizational culture faces challenges. Globalization brings different work cultures, values and business habits. Suning needs to establish a diversified organizational culture in different countries and regions to adapt to local cultures and backgrounds, and maintain globally integrated synergies. The fifth part will provide constructive suggestions for Suning to cope with globalization and overseas investment. 1. Establishing a global operation strategy: according to the characteristics and needs of different markets, Suning will formulate corresponding operation strategies and business models to ensure that the company maintains its competitive advantages in the global market. 2. Developing localization capabilities: strengthening its understanding of and ability to adapt to the markets of different countries and regions, and cultivating its localized team. 3. Strengthening partnerships: establishing stable cooperative relationships with local partners to jointly develop markets and share benefits. 4. Strengthen partnerships: Establish stable cooperative relationships with local partners to jointly develop markets and share benefits. 4. Invest in technology and innovation: Increase investment in technological R&D and innovation to improve product quality and service levels to meet the needs of different markets. 5. Establish a globally integrated corporate culture: Integrate the corporate culture into all overseas branches, emphasize common values and unified strategic objectives to ensure global synergy. 6. synergistic effect. **## grouppresentationpowepoint.pptx** Analysis of Suning Tesco's overseas investment in the context of globalisation 1 2 3 5 CONTENTS 4 Introduction of the company Analysis of the environment Potential markets and Final choice SWOT Proposed Strategy & Entry Mode Introduction of the company 1 1 Introduction of the company Suning Tesco e-commerce group, headquartered in Nanjing, China, is a leading comprehensive o2o e-commerce shopping platform in China. After continuously promoting the o2o online and offline integration strategy, the company has carried out all category, all channel and global expansion and operation[1]. Suning continues to promote the smart retail and scenario interconnection strategy, and through the opening of supply cloud, user cloud, logistics cloud, financial cloud and marketing cloud, Suning provides consumers with a ubiquitous 1-hour scene living circle solution from online to offline, from cities to counties and towns, from shopping centers to communities, covering consumers' life needs in an all-round way[2]. It can be seen from the histogram that the total assets of Suning Tesco group have been growing rapidly from 2016 to 2020,With the continuous development of Suning group, its total debt ratio is also rising. total assets(Hundred million yuan) 2016 2017 2018 2019 2020 1371.7 1572.8 1994.7 2368.6 2301.1 year 2016 2017 2018 2019 2020 2016 2017 2018 2019 2020 The environment 2 2 Macro factors Suning Tesco is faced with the macro factors of increasing competition and decreasing incremental volume in China's domestic market and huge potential in emerging markets abroad. Incremental shrinkage in the domestic market.：China's consumer market is in the doldrums after three years of the COVID-19 epidemic, with consumers' willingness and ability to consume declining, their demand for quality of goods and services rising, and the incremental shrinkage of the consumer market. Huge potential in foreign emerging markets: Emerging economies, represented by countries such as India and Pakistan, have rapidly growing consumer markets with huge potential and low barriers to entry. Increasing competitive pressure in the domestic market: On the one hand, China's e-commerce industry is highly competitive, with Taobao, Pinduoduo and other companies competing for stock; on the other hand, the downturn in the consumer market is compressing the profit margins of e-commerce companies. Low cost and low competitive pressure in foreign emerging markets: India, Pakistan and other places are closer to China, with low transport costs. Secondly, the price of manpower is suitable, and the supply chain system can be built. Finally, there is no large domestic e-commerce enterprises, Suning can rely on rich operating experience and huge capital to gain competitive advantage. 2 Microstructure Suning Tesco out of the policy attraction of emerging economies, their own technological advantages, supply chain advantages and anti-risk purposes, choose to have a more globalised investment system, overseas investments Attractive Policies: India, Pakistan and other countries have given sufficient policy preferences to foreign investors, and Suning E-commerce can get tax breaks and government assistance. Optimising the supply chain: Suning.com can acquire abundant overseas resources, including supply chain, technology and talents, through its overseas operations. These resources can help the company improve product quality and service levels, increase competitiveness and meet the demands of the international market. Technology Accumulation:Suning.com has accumulated a wealth of experience in building algorithms in long-term business practices, and can quickly improve the algorithm in accordance with the user profile of the investing countries to attract customers. Improving resilience to risk：Operating overseas can help Suning.com reduce its dependence on China's domestic market and diversify its business risks. When the domestic market faces uncertainties or challenges, the company's operations in overseas markets can serve as a stable source of income. SWOT Model 3 3 SWOT SWOT specific analysis[3] 1. Overstaffed organization 2. Logistics development is blocked 3. Unclear user positioning Disadvantages 1. The salary of employees is too high, and the profit is reduced year by year 2. Many competitors Threat 1. "Double line" integration 2. "Huge" physical stores 3. Perfect logistics foundation Advantages Opportunities 1. Online consumption demand 2. National policy support – real economy[4] Opportunities and challenges 4 4 Opportunities Opportunities for Suning under globalisation 1 2 3 4 Brand Image Building Access to transnational resources Learning and Innovation market expansion Globalisation has given Suning the opportunity to build its brand image in different countries and regions and enhance its visibility and recognition internationally[5]. By working with global partners, Suning is able to gain access to advanced supply chain management experience, innovative technologies and professional talents. Globalisation allows Suning to access and learn from the business practices, innovative models and advanced technologies of other countries and regions. Suning is able to expand its business scope and customer base by entering markets in more countries and regions. 4 Challenges Under the wave of globalisation, Suning.com will face a number of challenges, such as the crisis of benefit distribution, increased operational difficulties, more resources to invest, and the urgent need to change the organisational culture. Distributional crises: Globalisation may involve issues such as market share and profit sharing in different countries and regions. Companies need to face different legal, tax and business rules, as well as the complexity of negotiating and negotiating the distribution of benefits with partners. Increased input of resources：Entering the international market requires a large amount of invested resources, including market research, brand promotion, channel construction and talent training. The company needs to consider the balance of comprehensive interests and rational allocation of limited resources. Especially in the early stage of market expansion needs to invest a lot of resources, which may increase the cost of the enterprise. Increased operational difficulties: Globalisation has exposed Suning to a number of operational challenges, such as competitors from different countries and regions, diversified consumer demands, and complex supply chain management. The company needs to adapt to different market environments and cultures, develop flexible strategies. Organisational culture needs to be updated urgently: globalisation brings with it different work cultures, values and business habits. Suning needs to build a diverse organisational culture in different countries and regions that is adapted to local cultures and backgrounds, and maintains globally integrated synergies and cooperation to unify strategic goals and values. Response practices 5 5 Response 1. Establishing a globalised operation strategy: formulating corresponding operation strategies and business models according to the characteristics and needs of different markets to ensure that the company can maintain its competitive advantages in the global market[6]. 2. Developing localisation capabilities: Strengthening market understanding and adaptability to different countries and regions, cultivating localisation teams, and gaining a deeper understanding of the needs and psychology of local consumers, so as to provide products and services that are more in line with the local market. 3. Strengthen partnership: establish stable cooperation with local partners to jointly develop the market and share the benefits. 4. Invest in technology and innovation: Increase investment in technology research and development and innovation, and improve product quality and service levels to meet the needs of different markets. 5. Establish a globally integrated corporate culture: Integrate the corporate culture into all overseas branches, emphasising common values and unified strategic objectives to ensure global synergy. 5 Reference [1] Li X .Research on Profit Model of Suning Smart Retail E-Buy in Digital Ecology[J].Journal of Physics: Conference Series,2021,1915(4): [2] Mai J .Digital Transformation of the Home Appliance Retail Industry: Case Study of Suning[J].Organic Chemistry: An Indian Journal,2017,14(3): [3] Yuta U ,Ryo K .Strategies of Destination Management Organizations in Urban and Rural Areas: Using Text Analysis Method for SWOT Descriptions at Meta-level[J].International Journal of Hospitality Tourism Administration,2023,24(1): [4] O P ,S B ,E M , et al.Influenza vaccine effectiveness studies in Europe: SWOT analysis of DRIVE collaborating sites[J].European Journal of Public Health,2020,30(S5): [5]Ceyda A .Scale development for school administrators' corporate reputation building studies[J].International Journal of Educational Management,2023,37(1): [6]Zheng J .Challenges and Opportunities for Implementing the Globalization Strategy—Take Volkswagen as An Example[J].Journal of Global Economy, Business and Finance,2023,5(1): ## image1.png ## image2.jpeg **CORP3544.AssessmentBrief.2023.1.pdf** This file is too large to display. [View in new window](https://www.sweetstudy.com/files/corp3544-assessmentbrief-2023-1-pdf) **CORP3544.AssessmentBrief.2023.1.pdf** This file is too large to display. [View in new window](https://www.sweetstudy.com/files/corp3544-assessmentbrief-2023-1-pdf) **## groupspeech.docx** Good afternoon professor teachers,it is an glad to report with my team members here. The topic We have chosen is the globalization theme: the impact of globalization on business performance. The business organization chosen is Suning Tesco. an e-commerce company based in Nanjing, China, with 2022 revenues of more than $10 billion. As a result of globalization, Suning Tesco is currently seeking to expand overseas and is preparing to invest in emerging markets such as India and Pakistan so as to improve its business performance . Suning Tesco has made the strategic decision to invest overseas precisely after seeing Chinese Internet companies, represented by ByteDance, develop overseas markets and achieve great success, with corporate reputation and profitability rising significantly. This report will be carried out in five parts: introduction of Suning Tesco, analysis of business environment (macro and micro), analysis of SWOT theory, analysis of opportunities and challenges, and countermeasures against globalization and overseas investment. Suning Tesco e-commerce group, headquartered in Nanjing, China, is a leading comprehensive o2o e-commerce shopping platform in China. After continuously promoting the o2o online and offline integration strategy, the company has carried out all category, all channel and global expansion and operation.In addition, Suning Tesco was once again ranked among the Fortune Global 500 in 2019, and ranked first in the retail industry with a brand value of 269.198 billion yuan in 2019. At present, Suning Tesco's operation focuses on the domestic market in China. Under the influence of the wave of globalization, Internet companies represented by ByteDance and retail companies such as Alibaba have chosen to invest overseas to explore emerging markets, and have achieved great success and improved their business management performance. In such times, Suning Tesco has also started to choose to invest overseas to seek greater development. The second part will analyze the business environment faced by Suning Tesco in terms of macro factors and micro factors. Macro factors: Firstly, the incremental shrinkage of China's consumer market, China's consumer market has fallen into a downturn after three years of COVID-19 epidemic, consumers' willingness and ability to consume has decreased, and the demand for quality of goods and services has increased, the incremental shrinkage of the consumer market, and the space for the development of the enterprise is relatively small. Secondly, the pressure of competition in the domestic market has increased: on the one hand, the competition in China's e-commerce industry is fierce, with Taobao, Pinduoduo and other enterprises vying for entry; on the other hand, the downturn in the consumer market has compressed the profit margins of e-commerce enterprises. Once again, the potential of foreign emerging markets is huge: emerging economies represented by countries such as India and Pakistan have fast-growing consumer markets with huge potential and low barriers to entry. Finally, the low cost of foreign emerging markets, the pressure of competition is small: India, Pakistan and other places closer to China, low transport costs, manpower prices are appropriate, you can build a supply chain system. India, Pakistan and other emerging economies have no large domestic e-commerce enterprises, Suning can rely on rich operating experience and huge capital to gain a competitive advantage. Micro factors: Firstly, Suning Tesco is attracted by the preferential policies of emerging economies, India, Pakistan and other countries have given sufficient policy preferential treatment to foreign investors, Suning Tesco can get tax relief and government help. Secondly, Suning has a rich accumulation of technology, Suning Tesco has accumulated rich experience in building algorithms in the long-term business practice, and can quickly improve the algorithm according to the user profile of the investor countries to attract customers. Again, Suning Tesco itself needs to optimize and improve its supply chain in overseas markets, and by going overseas, Suning Tesco can obtain rich overseas resources, including supply chain, technology and talents. Lastly, to improve risk resistance, going overseas can help Suning Tesco reduce its dependence on China's domestic market and diversify its business risks. When the domestic market faces uncertainty or challenges, the company's business in overseas market can serve as a stable source of income. The SWOT theory will be used to analyse the strengths, weaknesses, opportunities and threats that Suning Tesco has in the process of globalization in the third part, where the opportunities part will be focused again in the fourth part. Strengths include the integration of online and offline shopping, the presence of many "mega" physical shops and a well-developed logistics base. Weaknesses include redundant organizations, overstaffing, impeded logistical development, and unclear user orientation. Opportunities: Growing online consumer demand, Chinese government support for the e-commerce economy. Threats, high staff costs, decreasing profits year on year, many competitors. The fourth part will analyze the opportunities and challenges faced by Suning Tesco under the wave of globalization. In terms of opportunities, the first one is brand image building, globalization gives Suning the opportunity to build up its brand image in different countries and regions and to enhance its visibility and recognition in the international arena. The second is access to transnational resources. Through cooperation with global partners, Suning is able to obtain advanced supply chain management experience, innovative technologies and professional talents. Thirdly, learning and innovation opportunities, globalization allows Suning to access and learn from business practices, innovation models and advanced technologies in other countries and regions. Finally, market expansion, Suning is able to enter the markets of more countries and regions, thus expanding its business scope and customer base. Challenges, firstly, benefit distribution crisis, globalization may involve issues such as market share allocation and profit distribution in different countries and regions. Companies need to deal with a variety of different legal, tax and business rules, as well as the complexity of negotiating and negotiating the distribution of benefits with partners. In addition, business expansion will also change the pattern of benefit distribution within the firm, which may affect the degree of solidarity among executives. Secondly, the difficulty of business operation will increase. Globalization will make Suning face competitors from different countries and regions, diversification of consumer demand, complexity of supply chain management and other operational difficulties. Once again, the resource investment increases, entering the international market requires a large amount of investment resources, including market research, brand promotion, channel construction, talent training and so on. The company needs to consider the balance of comprehensive interests, reasonable allocation of limited resources. Especially in the early stage of market development, a large amount of resources need to be invested, which may increase the cost of the enterprise. Finally, the organizational culture faces challenges. Globalization brings different work cultures, values and business habits. Suning needs to establish a diversified organizational culture in different countries and regions to adapt to local cultures and backgrounds, and maintain globally integrated synergies. The fifth part will provide constructive suggestions for Suning to cope with globalization and overseas investment. 1. Establishing a global operation strategy: according to the characteristics and needs of different markets, Suning will formulate corresponding operation strategies and business models to ensure that the company maintains its competitive advantages in the global market. 2. Developing localization capabilities: strengthening its understanding of and ability to adapt to the markets of different countries and regions, and cultivating its localized team. 3. Strengthening partnerships: establishing stable cooperative relationships with local partners to jointly develop markets and share benefits. 4. Strengthen partnerships: Establish stable cooperative relationships with local partners to jointly develop markets and share benefits. 4. Invest in technology and innovation: Increase investment in technological R&D and innovation to improve product quality and service levels to meet the needs of different markets. 5. Establish a globally integrated corporate culture: Integrate the corporate culture into all overseas branches, emphasize common values and unified strategic objectives to ensure global synergy. 6. synergistic effect. **## grouppresentationpowepoint.pptx** Analysis of Suning Tesco's overseas investment in the context of globalisation 1 2 3 5 CONTENTS 4 Introduction of the company Analysis of the environment Potential markets and Final choice SWOT Proposed Strategy & Entry Mode Introduction of the company 1 1 Introduction of the company Suning Tesco e-commerce group, headquartered in Nanjing, China, is a leading comprehensive o2o e-commerce shopping platform in China. After continuously promoting the o2o online and offline integration strategy, the company has carried out all category, all channel and global expansion and operation[1]. Suning continues to promote the smart retail and scenario interconnection strategy, and through the opening of supply cloud, user cloud, logistics cloud, financial cloud and marketing cloud, Suning provides consumers with a ubiquitous 1-hour scene living circle solution from online to offline, from cities to counties and towns, from shopping centers to communities, covering consumers' life needs in an all-round way[2]. It can be seen from the histogram that the total assets of Suning Tesco group have been growing rapidly from 2016 to 2020,With the continuous development of Suning group, its total debt ratio is also rising. total assets(Hundred million yuan) 2016 2017 2018 2019 2020 1371.7 1572.8 1994.7 2368.6 2301.1 year 2016 2017 2018 2019 2020 2016 2017 2018 2019 2020 The environment 2 2 Macro factors Suning Tesco is faced with the macro factors of increasing competition and decreasing incremental volume in China's domestic market and huge potential in emerging markets abroad. Incremental shrinkage in the domestic market.：China's consumer market is in the doldrums after three years of the COVID-19 epidemic, with consumers' willingness and ability to consume declining, their demand for quality of goods and services rising, and the incremental shrinkage of the consumer market. Huge potential in foreign emerging markets: Emerging economies, represented by countries such as India and Pakistan, have rapidly growing consumer markets with huge potential and low barriers to entry. Increasing competitive pressure in the domestic market: On the one hand, China's e-commerce industry is highly competitive, with Taobao, Pinduoduo and other companies competing for stock; on the other hand, the downturn in the consumer market is compressing the profit margins of e-commerce companies. Low cost and low competitive pressure in foreign emerging markets: India, Pakistan and other places are closer to China, with low transport costs. Secondly, the price of manpower is suitable, and the supply chain system can be built. Finally, there is no large domestic e-commerce enterprises, Suning can rely on rich operating experience and huge capital to gain competitive advantage. 2 Microstructure Suning Tesco out of the policy attraction of emerging economies, their own technological advantages, supply chain advantages and anti-risk purposes, choose to have a more globalised investment system, overseas investments Attractive Policies: India, Pakistan and other countries have given sufficient policy preferences to foreign investors, and Suning E-commerce can get tax breaks and government assistance. Optimising the supply chain: Suning.com can acquire abundant overseas resources, including supply chain, technology and talents, through its overseas operations. These resources can help the company improve product quality and service levels, increase competitiveness and meet the demands of the international market. Technology Accumulation:Suning.com has accumulated a wealth of experience in building algorithms in long-term business practices, and can quickly improve the algorithm in accordance with the user profile of the investing countries to attract customers. Improving resilience to risk：Operating overseas can help Suning.com reduce its dependence on China's domestic market and diversify its business risks. When the domestic market faces uncertainties or challenges, the company's operations in overseas markets can serve as a stable source of income. SWOT Model 3 3 SWOT SWOT specific analysis[3] 1. Overstaffed organization 2. Logistics development is blocked 3. Unclear user positioning Disadvantages 1. The salary of employees is too high, and the profit is reduced year by year 2. Many competitors Threat 1. "Double line" integration 2. "Huge" physical stores 3. Perfect logistics foundation Advantages Opportunities 1. Online consumption demand 2. National policy support – real economy[4] Opportunities and challenges 4 4 Opportunities Opportunities for Suning under globalisation 1 2 3 4 Brand Image Building Access to transnational resources Learning and Innovation market expansion Globalisation has given Suning the opportunity to build its brand image in different countries and regions and enhance its visibility and recognition internationally[5]. By working with global partners, Suning is able to gain access to advanced supply chain management experience, innovative technologies and professional talents. Globalisation allows Suning to access and learn from the business practices, innovative models and advanced technologies of other countries and regions. Suning is able to expand its business scope and customer base by entering markets in more countries and regions. 4 Challenges Under the wave of globalisation, Suning.com will face a number of challenges, such as the crisis of benefit distribution, increased operational difficulties, more resources to invest, and the urgent need to change the organisational culture. Distributional crises: Globalisation may involve issues such as market share and profit sharing in different countries and regions. Companies need to face different legal, tax and business rules, as well as the complexity of negotiating and negotiating the distribution of benefits with partners. Increased input of resources：Entering the international market requires a large amount of invested resources, including market research, brand promotion, channel construction and talent training. The company needs to consider the balance of comprehensive interests and rational allocation of limited resources. Especially in the early stage of market expansion needs to invest a lot of resources, which may increase the cost of the enterprise. Increased operational difficulties: Globalisation has exposed Suning to a number of operational challenges, such as competitors from different countries and regions, diversified consumer demands, and complex supply chain management. The company needs to adapt to different market environments and cultures, develop flexible strategies. Organisational culture needs to be updated urgently: globalisation brings with it different work cultures, values and business habits. Suning needs to build a diverse organisational culture in different countries and regions that is adapted to local cultures and backgrounds, and maintains globally integrated synergies and cooperation to unify strategic goals and values. Response practices 5 5 Response 1. Establishing a globalised operation strategy: formulating corresponding operation strategies and business models according to the characteristics and needs of different markets to ensure that the company can maintain its competitive advantages in the global market[6]. 2. Developing localisation capabilities: Strengthening market understanding and adaptability to different countries and regions, cultivating localisation teams, and gaining a deeper understanding of the needs and psychology of local consumers, so as to provide products and services that are more in line with the local market. 3. Strengthen partnership: establish stable cooperation with local partners to jointly develop the market and share the benefits. 4. Invest in technology and innovation: Increase investment in technology research and development and innovation, and improve product quality and service levels to meet the needs of different markets. 5. Establish a globally integrated corporate culture: Integrate the corporate culture into all overseas branches, emphasising common values and unified strategic objectives to ensure global synergy. 5 Reference [1] Li X .Research on Profit Model of Suning Smart Retail E-Buy in Digital Ecology[J].Journal of Physics: Conference Series,2021,1915(4): [2] Mai J .Digital Transformation of the Home Appliance Retail Industry: Case Study of Suning[J].Organic Chemistry: An Indian Journal,2017,14(3): [3] Yuta U ,Ryo K .Strategies of Destination Management Organizations in Urban and Rural Areas: Using Text Analysis Method for SWOT Descriptions at Meta-level[J].International Journal of Hospitality Tourism Administration,2023,24(1): [4] O P ,S B ,E M , et al.Influenza vaccine effectiveness studies in Europe: SWOT analysis of DRIVE collaborating sites[J].European Journal of Public Health,2020,30(S5): [5]Ceyda A .Scale development for school administrators' corporate reputation building studies[J].International Journal of Educational Management,2023,37(1): [6]Zheng J .Challenges and Opportunities for Implementing the Globalization Strategy—Take Volkswagen as An Example[J].Journal of Global Economy, Business and Finance,2023,5(1): ## image1.png ## image2.jpeg **CORP3544.AssessmentBrief.2023.1.pdf** This file is too large to display. [View in new window](https://www.sweetstudy.com/files/corp3544-assessmentbrief-2023-1-pdf) **## groupspeech.docx** Good afternoon professor teachers,it is an glad to report with my team members here. The topic We have chosen is the globalization theme: the impact of globalization on business performance. The business organization chosen is Suning Tesco. an e-commerce company based in Nanjing, China, with 2022 revenues of more than $10 billion. As a result of globalization, Suning Tesco is currently seeking to expand overseas and is preparing to invest in emerging markets such as India and Pakistan so as to improve its business performance . Suning Tesco has made the strategic decision to invest overseas precisely after seeing Chinese Internet companies, represented by ByteDance, develop overseas markets and achieve great success, with corporate reputation and profitability rising significantly. This report will be carried out in five parts: introduction of Suning Tesco, analysis of business environment (macro and micro), analysis of SWOT theory, analysis of opportunities and challenges, and countermeasures against globalization and overseas investment. Suning Tesco e-commerce group, headquartered in Nanjing, China, is a leading comprehensive o2o e-commerce shopping platform in China. After continuously promoting the o2o online and offline integration strategy, the company has carried out all category, all channel and global expansion and operation.In addition, Suning Tesco was once again ranked among the Fortune Global 500 in 2019, and ranked first in the retail industry with a brand value of 269.198 billion yuan in 2019. At present, Suning Tesco's operation focuses on the domestic market in China. Under the influence of the wave of globalization, Internet companies represented by ByteDance and retail companies such as Alibaba have chosen to invest overseas to explore emerging markets, and have achieved great success and improved their business management performance. In such times, Suning Tesco has also started to choose to invest overseas to seek greater development. The second part will analyze the business environment faced by Suning Tesco in terms of macro factors and micro factors. Macro factors: Firstly, the incremental shrinkage of China's consumer market, China's consumer market has fallen into a downturn after three years of COVID-19 epidemic, consumers' willingness and ability to consume has decreased, and the demand for quality of goods and services has increased, the incremental shrinkage of the consumer market, and the space for the development of the enterprise is relatively small. Secondly, the pressure of competition in the domestic market has increased: on the one hand, the competition in China's e-commerce industry is fierce, with Taobao, Pinduoduo and other enterprises vying for entry; on the other hand, the downturn in the consumer market has compressed the profit margins of e-commerce enterprises. Once again, the potential of foreign emerging markets is huge: emerging economies represented by countries such as India and Pakistan have fast-growing consumer markets with huge potential and low barriers to entry. Finally, the low cost of foreign emerging markets, the pressure of competition is small: India, Pakistan and other places closer to China, low transport costs, manpower prices are appropriate, you can build a supply chain system. India, Pakistan and other emerging economies have no large domestic e-commerce enterprises, Suning can rely on rich operating experience and huge capital to gain a competitive advantage. Micro factors: Firstly, Suning Tesco is attracted by the preferential policies of emerging economies, India, Pakistan and other countries have given sufficient policy preferential treatment to foreign investors, Suning Tesco can get tax relief and government help. Secondly, Suning has a rich accumulation of technology, Suning Tesco has accumulated rich experience in building algorithms in the long-term business practice, and can quickly improve the algorithm according to the user profile of the investor countries to attract customers. Again, Suning Tesco itself needs to optimize and improve its supply chain in overseas markets, and by going overseas, Suning Tesco can obtain rich overseas resources, including supply chain, technology and talents. Lastly, to improve risk resistance, going overseas can help Suning Tesco reduce its dependence on China's domestic market and diversify its business risks. When the domestic market faces uncertainty or challenges, the company's business in overseas market can serve as a stable source of income. The SWOT theory will be used to analyse the strengths, weaknesses, opportunities and threats that Suning Tesco has in the process of globalization in the third part, where the opportunities part will be focused again in the fourth part. Strengths include the integration of online and offline shopping, the presence of many "mega" physical shops and a well-developed logistics base. Weaknesses include redundant organizations, overstaffing, impeded logistical development, and unclear user orientation. Opportunities: Growing online consumer demand, Chinese government support for the e-commerce economy. Threats, high staff costs, decreasing profits year on year, many competitors. The fourth part will analyze the opportunities and challenges faced by Suning Tesco under the wave of globalization. In terms of opportunities, the first one is brand image building, globalization gives Suning the opportunity to build up its brand image in different countries and regions and to enhance its visibility and recognition in the international arena. The second is access to transnational resources. Through cooperation with global partners, Suning is able to obtain advanced supply chain management experience, innovative technologies and professional talents. Thirdly, learning and innovation opportunities, globalization allows Suning to access and learn from business practices, innovation models and advanced technologies in other countries and regions. Finally, market expansion, Suning is able to enter the markets of more countries and regions, thus expanding its business scope and customer base. Challenges, firstly, benefit distribution crisis, globalization may involve issues such as market share allocation and profit distribution in different countries and regions. Companies need to deal with a variety of different legal, tax and business rules, as well as the complexity of negotiating and negotiating the distribution of benefits with partners. In addition, business expansion will also change the pattern of benefit distribution within the firm, which may affect the degree of solidarity among executives. Secondly, the difficulty of business operation will increase. Globalization will make Suning face competitors from different countries and regions, diversification of consumer demand, complexity of supply chain management and other operational difficulties. Once again, the resource investment increases, entering the international market requires a large amount of investment resources, including market research, brand promotion, channel construction, talent training and so on. The company needs to consider the balance of comprehensive interests, reasonable allocation of limited resources. Especially in the early stage of market development, a large amount of resources need to be invested, which may increase the cost of the enterprise. Finally, the organizational culture faces challenges. Globalization brings different work cultures, values and business habits. Suning needs to establish a diversified organizational culture in different countries and regions to adapt to local cultures and backgrounds, and maintain globally integrated synergies. The fifth part will provide constructive suggestions for Suning to cope with globalization and overseas investment. 1. Establishing a global operation strategy: according to the characteristics and needs of different markets, Suning will formulate corresponding operation strategies and business models to ensure that the company maintains its competitive advantages in the global market. 2. Developing localization capabilities: strengthening its understanding of and ability to adapt to the markets of different countries and regions, and cultivating its localized team. 3. Strengthening partnerships: establishing stable cooperative relationships with local partners to jointly develop markets and share benefits. 4. Strengthen partnerships: Establish stable cooperative relationships with local partners to jointly develop markets and share benefits. 4. Invest in technology and innovation: Increase investment in technological R&D and innovation to improve product quality and service levels to meet the needs of different markets. 5. Establish a globally integrated corporate culture: Integrate the corporate culture into all overseas branches, emphasize common values and unified strategic objectives to ensure global synergy. 6. synergistic effect. **## grouppresentationpowepoint.pptx** Analysis of Suning Tesco's overseas investment in the context of globalisation 1 2 3 5 CONTENTS 4 Introduction of the company Analysis of the environment Potential markets and Final choice SWOT Proposed Strategy & Entry Mode Introduction of the company 1 1 Introduction of the company Suning Tesco e-commerce group, headquartered in Nanjing, China, is a leading comprehensive o2o e-commerce shopping platform in China. After continuously promoting the o2o online and offline integration strategy, the company has carried out all category, all channel and global expansion and operation[1]. Suning continues to promote the smart retail and scenario interconnection strategy, and through the opening of supply cloud, user cloud, logistics cloud, financial cloud and marketing cloud, Suning provides consumers with a ubiquitous 1-hour scene living circle solution from online to offline, from cities to counties and towns, from shopping centers to communities, covering consumers' life needs in an all-round way[2]. It can be seen from the histogram that the total assets of Suning Tesco group have been growing rapidly from 2016 to 2020,With the continuous development of Suning group, its total debt ratio is also rising. total assets(Hundred million yuan) 2016 2017 2018 2019 2020 1371.7 1572.8 1994.7 2368.6 2301.1 year 2016 2017 2018 2019 2020 2016 2017 2018 2019 2020 The environment 2 2 Macro factors Suning Tesco is faced with the macro factors of increasing competition and decreasing incremental volume in China's domestic market and huge potential in emerging markets abroad. Incremental shrinkage in the domestic market.：China's consumer market is in the doldrums after three years of the COVID-19 epidemic, with consumers' willingness and ability to consume declining, their demand for quality of goods and services rising, and the incremental shrinkage of the consumer market. Huge potential in foreign emerging markets: Emerging economies, represented by countries such as India and Pakistan, have rapidly growing consumer markets with huge potential and low barriers to entry. Increasing competitive pressure in the domestic market: On the one hand, China's e-commerce industry is highly competitive, with Taobao, Pinduoduo and other companies competing for stock; on the other hand, the downturn in the consumer market is compressing the profit margins of e-commerce companies. Low cost and low competitive pressure in foreign emerging markets: India, Pakistan and other places are closer to China, with low transport costs. Secondly, the price of manpower is suitable, and the supply chain system can be built. Finally, there is no large domestic e-commerce enterprises, Suning can rely on rich operating experience and huge capital to gain competitive advantage. 2 Microstructure Suning Tesco out of the policy attraction of emerging economies, their own technological advantages, supply chain advantages and anti-risk purposes, choose to have a more globalised investment system, overseas investments Attractive Policies: India, Pakistan and other countries have given sufficient policy preferences to foreign investors, and Suning E-commerce can get tax breaks and government assistance. Optimising the supply chain: Suning.com can acquire abundant overseas resources, including supply chain, technology and talents, through its overseas operations. These resources can help the company improve product quality and service levels, increase competitiveness and meet the demands of the international market. Technology Accumulation:Suning.com has accumulated a wealth of experience in building algorithms in long-term business practices, and can quickly improve the algorithm in accordance with the user profile of the investing countries to attract customers. Improving resilience to risk：Operating overseas can help Suning.com reduce its dependence on China's domestic market and diversify its business risks. When the domestic market faces uncertainties or challenges, the company's operations in overseas markets can serve as a stable source of income. SWOT Model 3 3 SWOT SWOT specific analysis[3] 1. Overstaffed organization 2. Logistics development is blocked 3. Unclear user positioning Disadvantages 1. The salary of employees is too high, and the profit is reduced year by year 2. Many competitors Threat 1. "Double line" integration 2. "Huge" physical stores 3. Perfect logistics foundation Advantages Opportunities 1. Online consumption demand 2. National policy support – real economy[4] Opportunities and challenges 4 4 Opportunities Opportunities for Suning under globalisation 1 2 3 4 Brand Image Building Access to transnational resources Learning and Innovation market expansion Globalisation has given Suning the opportunity to build its brand image in different countries and regions and enhance its visibility and recognition internationally[5]. By working with global partners, Suning is able to gain access to advanced supply chain management experience, innovative technologies and professional talents. Globalisation allows Suning to access and learn from the business practices, innovative models and advanced technologies of other countries and regions. Suning is able to expand its business scope and customer base by entering markets in more countries and regions. 4 Challenges Under the wave of globalisation, Suning.com will face a number of challenges, such as the crisis of benefit distribution, increased operational difficulties, more resources to invest, and the urgent need to change the organisational culture. Distributional crises: Globalisation may involve issues such as market share and profit sharing in different countries and regions. Companies need to face different legal, tax and business rules, as well as the complexity of negotiating and negotiating the distribution of benefits with partners. Increased input of resources：Entering the international market requires a large amount of invested resources, including market research, brand promotion, channel construction and talent training. The company needs to consider the balance of comprehensive interests and rational allocation of limited resources. Especially in the early stage of market expansion needs to invest a lot of resources, which may increase the cost of the enterprise. Increased operational difficulties: Globalisation has exposed Suning to a number of operational challenges, such as competitors from different countries and regions, diversified consumer demands, and complex supply chain management. The company needs to adapt to different market environments and cultures, develop flexible strategies. Organisational culture needs to be updated urgently: globalisation brings with it different work cultures, values and business habits. Suning needs to build a diverse organisational culture in different countries and regions that is adapted to local cultures and backgrounds, and maintains globally integrated synergies and cooperation to unify strategic goals and values. Response practices 5 5 Response 1. Establishing a globalised operation strategy: formulating corresponding operation strategies and business models according to the characteristics and needs of different markets to ensure that the company can maintain its competitive advantages in the global market[6]. 2. Developing localisation capabilities: Strengthening market understanding and adaptability to different countries and regions, cultivating localisation teams, and gaining a deeper understanding of the needs and psychology of local consumers, so as to provide products and services that are more in line with the local market. 3. Strengthen partnership: establish stable cooperation with local partners to jointly develop the market and share the benefits. 4. Invest in technology and innovation: Increase investment in technology research and development and innovation, and improve product quality and service levels to meet the needs of different markets. 5. Establish a globally integrated corporate culture: Integrate the corporate culture into all overseas branches, emphasising common values and unified strategic objectives to ensure global synergy. 5 Reference [1] Li X .Research on Profit Model of Suning Smart Retail E-Buy in Digital Ecology[J].Journal of Physics: Conference Series,2021,1915(4): [2] Mai J .Digital Transformation of the Home Appliance Retail Industry: Case Study of Suning[J].Organic Chemistry: An Indian Journal,2017,14(3): [3] Yuta U ,Ryo K .Strategies of Destination Management Organizations in Urban and Rural Areas: Using Text Analysis Method for SWOT Descriptions at Meta-level[J].International Journal of Hospitality Tourism Administration,2023,24(1): [4] O P ,S B ,E M , et al.Influenza vaccine effectiveness studies in Europe: SWOT analysis of DRIVE collaborating sites[J].European Journal of Public Health,2020,30(S5): [5]Ceyda A .Scale development for school administrators' corporate reputation building studies[J].International Journal of Educational Management,2023,37(1): [6]Zheng J .Challenges and Opportunities for Implementing the Globalization Strategy—Take Volkswagen as An Example[J].Journal of Global Economy, Business and Finance,2023,5(1): ## image1.png ## image2.jpeg **CORP3544.AssessmentBrief.2023.1.pdf** This file is too large to display. 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