Food Lion LLC是一家连锁杂货店，总部设在北卡罗来纳州索尔兹伯里。它成立于20世纪50年代。有1100多家连锁超市。该公司主要在美国南部哈特利和Claycomb, 2013年)。这家公司主要是一家在美国很受欢迎的连锁公司。食狮集团被Delhaize集团收购。2004年，该公司试图向泰国市场扩张，但未能在泰国市场维持下去。该公司在美国市场是一个强大的品牌，但未能在泰国市场维持(Hartley and Claycomb, 2013)。这个属性显示了拥有一个国际营销计划的重要性，以及需要一个全面的计划来讨论所有相关变量(Hartley and Claycomb, 2013)。不同的相关维度将在营销计划中进行探讨。中国是一个新兴国家，有很大潜力让一个新品牌保持下去。只要公司有正确的营销策略。
Food Lion is an American company that plans to expand to China. The company should analyze the internationalization process to develop a feasible plan. It had earlier failed in the Thailand markets. The company needs to have a local strategy of expansion and a global strategy. The marketing plan is drawn based on the STP analysis, entry mode and the marketing objectives of the company. Feasibility of setting up the operations have also been discussed in detail in the analysis. It has been concluded that Food Lion can thrive if it is able to develop an innovative local plan for the Chinese consumer. All these factors have been explained in the following.
Food Lion LLC is a grocery store chain that has its main headquarters in Salisbury North Carolina. It was founded in 1950s. There are more than 1100 supermarket chains. The company primarily operates in the southern United States Hartley and Claycomb, 2013). The company is primarily a popular company chain in United States. The Food Lion group is acquired by Delhaize Group. In 2004, the company tried to expand to the Thailand markets but was unable to sustain in the Thai markets. The company is a strong brand in the American markets but it was not able to sustain in the Thailand markets (Hartley and Claycomb, 2013). This attribute shows the importance of having an international marketing plan and the need for a comprehensive plan that would discuss about all the related variables (Hartley and Claycomb, 2013). The different related dimensions will be probed in the marketing plan. China is an emerging country that has a lot of potential for a new brand to sustain. Provided the company has the right marketing strategy.
The purpose of this analysis is to develop a feasible plan for the company as a marketing manager of the firms to expand its operations to the Chinese markets.