Analysis of International Business Strategies in the Retail Industry

Bachelor Thesis from the year 2017 in the subject Business economics - Business Management Corporate Governance grade: 10 University of Applied Sciences Kempten language: English abstract: The focus of the present study is to analyze which specific strategic preferences retailers pursue in the scope of their internationalization process. Furthermore it is examined which strategies are most suitable to achieve foreign success. This occurs in regard of the food-/ near-food and the non-food retail branch. In the concrete context this research considers the basic strategic orientation of internationally active retail firms. In addition the relation to the successful implementation of the market entry as well as the market operation with regard to the marketing concept is investigated.