STRATEGIC GLOBAL MARKETING

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Table of Contents

1. Executive summary.............................................................................................3
2.
Introduction........................................................................................................3
3. External environment analysis............................................................................3
3.1. External
environment...................................................................................4
3.2. PESTEL analysis – macro environment.........................................................4
3.2.1 Political and Economic .............................................................................5
3.2.2 Social and Environmental.........................................................................5
3.2.3 Technological..........................................................................................6
3.2.4 Legal.....................................................................................................6
3.3. Porter’s Five Forces analysis – micro environment......................................5
3.3.1 Rivalry among the competition (medium)...................................................7
3.3.2 Threat of new entries (low) ......................................................................7
3.3.3 The bargaining power of suppliers (low).....................................................7
3.3.4 The bargaining power of customers (high) .................................................7
3.3.5 Threat of substitutes (medium).................................................................8
3.4. Opportunities and threats................................................................................8
4. Internal environment analysis............................................................................9
4.1. Internal environment.............................................................................9
4.2. Corporate Social Responsibility – mission, visions, values...................10
4.3 Value chain ............................................................................................9
4.3.1 Strengths and weaknesses ............................................................9
4.4 Marketing mix.......................................................................................10
4.4.1 Product......................................................................................10
4.4.2 Price..........................................................................................10
4.4.3
Place..........................................................................................10
4.4.4 Promotion ..................................................................................10
5. Key findings and recommendations .................................................................11
6. Overseas opportunities.....................................................................................11
6.1 CAGE framework ..................................................................................11
6.1.1 Culture ......................................................................................11
6.1.2Administrative..............................................................................12
6.1.3 Geographical...............................................................................12
6.1.4
Economic....................................................................................12
6.2 Overseas entry strategy and key challenges ........................................13
6.3 Marketing mix.......................................................................................13
6.4 Key overseas opportunities and threats ...............................................14
7. Conclusion .......................................................................................................14
8. References........................................................................................................14
9. Appendix...........................................................................................................20

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1. Executive summary

Swiggy is an online food delivery company that aims to expand its international platform.
This assignment has been conducted through internal as well as external analysis of the
global event so that the strengths, weakness, threats and opportunities can be easily
determined and appropriate recommendations can be given to the firm for global expansion.
It has been analysed that financial issues are a major theft for Swiggy as global economic
inflation shall lead to lower profitability after international expansion. However, if the firm
can deploy modern technologies for delivery, it can gain a brand reputation on the global
platform. Along with some strength, the organisation has faced some major issues in the
market such as failure to maintain the market laws in India and it is accused of establishing
unfair pricing in order to enhance its monopoly in the market and the lack of training for the
service operators of Swiggy has enhanced the number of dissatisfied customers. These two
impacted the revenue earnings and food delivery of the organisation in order to contribute
to sustainability the organisation has decided to increase the number of electric vehicles
which further helps the organisation to reduce the emission of carbon foot prints in the air.
A brief STP of the company has been presented in the detail that would help in assisting in
the internationalisation of the businesses. Additionally, the implementation of the Uppsala
model has also been presented in the study to show the aspects of partnership by Swiggy in
Malaysia.   

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2. Introduction

The internal and external environment of a firm has a significant impact on the company's
business operations. Similarly, a detailed analysis of the environment helps in evaluating
the strengths and weaknesses which further provides the scope of expansion in foreign
countries. This assignment has used several frameworks to analyze the eternal global
environment of Swiggy and determine the potential threats that can provide a barrier to its
external expansion. Swiggy is an online platform for food ordering and delivery which was
founded in India. The platform is used by Indian citizens from different parts of the country
to order food from restaurants and also get quick supplies of groceries.

Figure 1: Swiggy logo

(Source: Swiggy.com., 2023)
As per statistics, the company earns maximum revenue from its food delivery service from
restaurants and in 2021; it earned over 15 billion INR from this sector by levying service
charges from the restaurants (Statista, 2023). In this assignment, strategies are deployed
to ensure that Swiggy can expand successfully in foreign markets and enhance its revenue
within the next decades. The frameworks that are mainly used for this assignment include
PESTLE, porter's five forces and SWOT. Recommendations are given after every analysis so
that the company can analyze its scope in international markets.

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 Figure 2: Revenue earned by Swiggy
(Source: Statista, 2023)
In this study, the company Swiggy will target the market of Malaysia. With the rising
demand for the home delivery food items from local restaurants and hotels, this company
will process the business with the local people as employees of the company.

3. External environment analysis

3.1 External environment

An organization's external environment can be defined as all such factors that influence the
business operations of a firm but can be hardly controlled by the firm. Three external
factors include political issues, economic turbulence, sociocultural factors, competitive
environment and legal factors. However, a firm must respond to these issues so that it can
gain competitive advantages in the global platform and expand efficiently in order to
enhance its profitability and brand image. The macro-environment focuses on global issues
whereas micro factors are concerned with the specific industry that the company operates
(Sánchez-Cambronero et al., 2020). In this assignment, an analysis of the online food
delivery industry is done so that the macros and microenvironment of Swiggy can be
evaluated in detail. The models that are used in this section are PESTLE and Porter's five
forces. PESTEL framework evaluates six major domains of the global environment and they
are political, economic, social, legal, technological and environmental. The analysis of all
these factors helps in evaluating whether these factors create opportunities or threats for
Swiggy when it aims to expand in the external environment. On the other hand, Porter's

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five forces are determined to analyze the competitive environment of a global environment
that can lead to issues for Swiggy if it enters a foreign market.

3.2. PESTEL analysis – macro environment

Figure 3: PESTLE framework

(Source: Created by the learner)

3.2.1 Political and Economic

The global political environment is stable and governments of most countries encourage
globalization. Moreover, governments of individual countries along with global bodies are
supporting internal business expansion to maintain peace across borders and improve
economic stability as well. The economic crisis is forecasted by several institutions as the
world is facing repeated disasters. As an example, the pandemic f covid-19 has reduced the
economic stability of developed as well as developing countries. Furthermore, the global
energy crisis has increased due to the war between Russia and Ukraine. It is forecasted that
economic growth will slow down in 2023. As an example, there was 6.0% economic growth
in 2021 and it would reduce to 2.7% in 2023. Global inflation was 4.7% in 2021 but it will
increase up to 6.5% in 2023 (International monetary fund, 2023).

3.2.2 Social and Environmental

The food delivery industry needs to satisfy the appetite and needs of people who belong to
different cultures, races and traditions. Since these customers have different food
preferences, Swiggy must partner up with multi-cuisine restaurants to gain higher profit on
the international platform. Governments across the world are supporting sustainability in
the present era so that business operations do not lead to environmental harm. As a result,

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when Swiggy plans to expand internationally it needs to adopt sustainable food delivery
methods so that it can gain support from the stakeholders of national and international
platforms.

3.2.3 Technological
Technological use is encouraged by international governing bodies as it is a sustainable
mode of business which increases profitability as well as productivity. While competing on
an international platform. Swiggy shall gain opportunities of using modern technology such
as Artificial intelligence in food delivery which shall help it to gain higher profitability and
reduce its dependence on human resources for different business operations.

3.2.4 Legal
Legal factors encourage global companies to follow rules and regulations that can protect
employees from discrimination, sexual harassment and issues related to inequality in the
workplace. Moreover, as per the online food delivery industry, legal implications include
maintenance of food safety so that delivered food does not harm the customers. Swiggy has
been facing several legal issues in the Indian market due to poor food quality issues, a lack
of legal contracts with the restaurants and payment issues with its stakeholders (Singh,
2022).

3.3. Porter’s Five Forces analysis – microenvironment

Figure 4: Porter’s
five force framework
(Source: Created by the learner)

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3.3.1 Bargaining power of suppliers
Food supplies are gained by online food delivery companies for restaurants and cafes. The
global environment has thousands of restaurants in every country and Swiggy can partner
up with several companies. Therefore, bargaining power of suppliers is low (Gupta, 2019).

3.3.2 Bargaining power of customers

Customers have several options to order food. There are many foods delivery companies
that compete with Swiggy and can provide the best services to the customers in the context
of higher discounts, faster delivery and lower service charges. As a result, customers have
high bargaining power.

3.3.3 Threat of new entries

The trend of ordering food from restaurants has been increasing and governments are also
encouraging new entries in this industry. However, the high cost of entering the industry
cannot be afforded by many firms.

3.3.4 Threat of substitutes

Substitution of fast-food delivery is rare and the restaurants that have their own delivery
system are slower than the industry that focuses only on food delivery. As a result, getting
substitutes by traditional food delivery is low.

3.3.5 Competitive rivalry

The competitors of Swiggy are high in global platforms and the main competitors are
Zomato, Uber eats, Foodhub and Hungry house (Trivedi and Singh, 2021).

In the selected country for the business expansion, the company Swiggy will face
competition in Malaysia, and that can be omitted with the help network and distribution
strategies.

3.4. Opportunities and threats

Opportunity
International governing bodies support globalization which will positively impact the
expansion of Swiggy. Technological advancement in global platforms can encourage Swiggy
to adapt to automatic technologies and have a positive impact on the firm. The low power of
suppliers will provide ample opportunities for Swiggy to partner with several multi-cuisine

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restaurants that serve high-quality food at a higher service charge. Low that form substitute
service will enhance the productivity of the company.
Threat
Not maintaining the legal implications can be a challenge for the firm on a global platform.
The global economic crisis will lead to lower profitability for the firm. High competition in the
global market will lower sales margins for the firm. The high competition will also lead to a
lowering of the customer base for Swiggy.

Figure 5: Opportunity/threat of Swiggy

(Source: created by author)

3.5 Key Recommendations

It is highly recommended that Swiggy gathers adequate financial resources before
expanding on an international platform. The firm must encourage national and international
stakeholders to invest in the firm so that they can buy modern technologies to modify their
business process and use autonomous vehicles for delivering food as well. On the other
hand, the firm can use a competitive pricing strategy to gain advantages over rival firms
and gain higher profitability even in a situation of economic crisis (Taleizadeh and Sadeghi,
2019). Another recommendation is to conduct a tough market analysis to understand the
needs of customers and stakeholders in global platforms. Such an analysis will further help
the firm to understand the preferences of consumers and customers or services accordingly
to gain a higher brand reputation in the global platform. Market analysis will help the

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company to understand the legal implications of the county where they are expanding and
the firm can abide by the rules and regulations of food quality and contract-making with the
restaurants as well.

4. Internal environment analysis

4.1. Internal environment

Internal environmental analysis of a firm aims to evaluate the strengths and weaknesses
which can be monitored and managed by the company. Such issues lead to problems in the
business operation of the company and are induced by a lack of management and control in
the workplace. Human resources of the firm lead to such internal issues which must be
resolved so that competitive advantages can be gained by Swiggy. In this assignment, the
internal analysis is done with the help of the SWOT model. SWOT stands for strengths,
weaknesses, opportunities and threats. With the help of this model, the internal
environment of the firm can be evaluated and recommendations can be given on how
Swiggy can use its internal strengths to optimize its external threats.

4.1.1 SWOT framework

Figure 6: SWOT framework

(Source: Create by the learner)

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Strengths
● The company has partnered with
15000 restaurants in India which
helps the firm to deliver several
cuisines to Indian customers who
belong to a diverse range of cultures
and traditions.
● Swiggy uses social media marketing
strategies such as Facebook to reach
out to the younger generation in
order to enhance their revenue.
Opportunities
● Swiggy can enhance its opportunities
by encouraging internal, local and
national stakeholders to invest in
their firm as they have a significant
gross merchandise value of $1.3
billion (Economic times., 2023).
● High financial investments from
stakeholders can enhance the
opportunities for expansion as well
as technological development for the
firm.
● Advancement of digital marketing
encourages Swiggy to target
customer segments and attract them
to choose their food delivery
platforms over others.
Table 4: SWOT analysis of Swiggy on the global platform
(Source: created by author)
Weaknesses
● Swiggy failed to maintain the market
laws in India and it is accused of
establishing unfair pricing in order to
enhance its monopoly in the market
(Economic times, 2023).
● The lack of training for the service
operators of Swiggy has enhanced
the number of dis-satisfied
customers.
Threats
● High competition for Uber eats and
Zomato is leading to a severe
challenge for Swiggy.
● Threats are increasing as the firm is
selling its profitability and it's being
reported that Swiggy has lost 23%
of its revenue in 2021 (Abrar, 2022).
● Low financial gain from the market
can put barriers to international
expansion and the company shall fail
to modify its business operations to
gain competitive advantages in the
global market.
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4.2. Corporate Social Responsibility – mission, visions, values Corporate social
responsibility
As the organization aims to improve the quality of life of urban people, hence the
organization follows Caroll’s Four Part model. Swiggy with the help of this mode makes its
business economic, legal and philanthropic keeping the needs and demands of the people in
view. As a part of corporate social responsibility Swig provides meals to thousands of
“underprivileged”, “standard migrant laborers” and “daily wagers”. Swiggy further provides
some comprehensive schemes to its delivery partners as per which the children can take
admission either in a government or private school from primary to secondary level.
Recently Swiggy has launched the “Hope, Not Hunger” program in which the organization
has aimed to provide 5, 00,000 meals every day to the people (Panigrahi, 2022). The
organization has also ensured that each lunch and dinner must include an adequate number
of rices, dal and vegetables to maintain nutritional value.

Figure 7: Funding and Valuation of Swiggy

(Source: Singh and Chhabra, 2020)
The demand for the home delivery foods is similar for India and Malaysia, and that can help
the company to connect with the people effectively. Having similar kind of culture and
responsibility factor can assist the company to get audiences faster and serve them required
services.

Mission and Vision

The mission and vision of Swiggy are to improve the quality of life of the urban people by
providing them with “unparalleled convenience”.
Values
The consumer is the first priority to the organization and the organization always looks for
showing the highest level of integrity in the business market. In addition to it, curiosity for
learning, commitment to the consumers and humility are the main organizational values of
Swiggy that helped the organization strive for excellence in the food business market.

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Sustainability Agenda
In India, the organization has made a joint venture with Reliance BP mobility (RBML) to set
up “ecosystem and battery-swapping” stations across the nation for delivery partners. As
per some statistics it can be seen that the delivery boys of Swiggy cover 8 lakh kilometers
every day. That's why the organization has decided to increase the deployment of EVs or
Electric vehicles in the nation by the end of 2025(Jiji and Kenoth, 2022). In addition to it, an
increase in electrical vehicles will reduce the running cost of vehicles by 40%. In order to
build an EV ecosystem, the organization has made a joint venture with EV tech logistics. I
will also help the organization to reduce the emission of carbon footprints in the air.

Key strengths and weaknesses from the internal analysis and their impact on the
organization

Impact of strengths
The organization has made joint ventures with 15000 restaurants in India. Making joint
ventures with a large number of firms also increases the revenue earnings of the
organization. As per some statistics it can be seen that in the Fiscal year, 2022 sales of the
organization increased by 2 times and reached £51.25 billion which was £25.99 billion in
2021 (Prashar et al. 2022). In addition to it, making joint ventures with 15000 restaurants
is helping the organization deliver cuisines to Indian customers based on a diverse range of
cultures and traditions. It is expected that the core food and restaurant business of Swiggy
is going to rise by 40% by the end of 2023 (Khan and Priya, 2022). Presently the
organization has 128000 restaurants in 500 different cities in India which helped the
organization to get 20 million active users in the nation.

Figure 8: Order per month Swiggy

(Source: Gupta et al. 2021)
Swiggy uses social media marketing strategy to attract target customers. As per some
statistics it can be seen that in India there are 448 million active social network users which
were 351 million in 2019 (Beharay et al. 2022). In India people of 18 to 55 age groups
prefer Swiggy and the organization targets millennial audiences towards its brand.
Therefore, social media marketing will allow the organization to reach a large number of
users irrespective of demographics which will further increase the customer base in India.

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 Figure 9: Customer Base of Swiggy
(Source: Gupta, 2019)
Impact of weakness
Swiggy operates its business in India on a large scale but the organization failed to maintain
the market law in India. In 2018, the organization ended up paying 20,000 as a penalty
when it charged Rs. 4.50 on the soft drinks of a Haryana Boy (BBC.com,2022). It was
strictly a violation of the Mandatory Printing of Cost of Production and Maximum Retail Price
Act, 2006. Moreover, the incident reduces the transparency and brand image of Swiggy.
Therefore, by taking the advantage of their citation, competitors of Swiggy such as Zomato,
DoorDash, Uber and GrubHub can emerge as leading food restaurant chains in India. The
lack of transparency and accountability in Swiggy's business also created heavy cash burn
from the “quick commerce ventures”. In addition to it, the organization is lacking trained
delivery professionals as a result of it the organization faced 7, 00, 00 kgs of food waste
which is enough to feed 3000 people a year (Ayman et al. 2022). Despite this due to a poor
delivery system Swiggy receives 385278 cancellations every month which further directly
impacts the revenue earnings for the organization.

Recommendations for action

Recommendation 1
In order to ensure the fastest delivery of food, Swiggy can adopt a drone delivery system.
Despite this, the organization can use robotics, machine learning and artificial intelligence to
ensure faster food delivery for its customers. Along with it, the adoption of a Virtual kitchen
app and waste food collection app will allow the organization to prevent food wastage.
Recommendation 2
In order to enhance supply chain management Swiggy can adopt IoT, AI and Augmented
reality. Adoption of the technologies will increase “actual output” and improve the “quality
of foods” and “delivery process”. Along with it, the adoption of the latest technologies will
further decrease “energy consumption” and ensure “profitability” for the organization.

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Analysis of a foreign country’s market opportunities for your chosen organisation

A rationale for Malaysia based on the above discussion

From the above study, it needs to be stated that the expansion of Swiggy in the Malaysian
market can be considered to be quite useful. The external market analysis in the above
section has made it evident that the Malaysian market is growing and is quite appropriate
for a new business. As per an article, it has been seen that over the past 10 years, many
businesses have chosen Malaysia for business expansion (Boardroomlimited.com, 2021). As
per the recent rankings of the World Bank, it has been seen that Malaysia has been ranked
at 55th position in the aspects of continuing business. The article has stated that Swiggy
while considering Malaysia for its business expansion, gains an advantage of gaining access
to about 667 million population of the country. Thus, it needs to be mentioned that the
development of the company in the chosen country can be observed to be at a higher
advantage for the company. Moreover, the studies of Menhat et al., (2021), have stated
that most countries have a norm of double taxation which can, however, be avoided in
Malaysia. Thus, this has made Malaysia an attractive country considering the tax
environment following an international flow of investment, financial activities and trade.
Furthermore, considering Swiggy to be an online food delivery business, it can be stated
that the development of the industry in the country is quite high. As per a recent study, it
has been opined that the revenue in the Online food delivery market has been projected to
reach US$2.61bn in the year 2023 (Statista.com, 2022). The image below is a visual
representation of the same.

Figure 10: The anticipated growth of the food delivery market in Malaysia
(Source: Statista.com, 2022)
Recent data has helped in stating the fact that the Malaysian online food delivery market is
expected to grow by 19.2% over the next few years up to 2026 (Acumen Research and
Consulting, 2019). Thus, it can be stated that the choice of country is highly justifiable. The
implementation of an STP analysis helps in identifying the target and positioning of the
company. The image below is a visual representation of the STP analysis.

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 Figure 11: STP analysis
(Source: Created by the author)
The STP analysis for Swiggy in the new market has been represented in the table below:
STP Analysis

Segmentation ● Under the demographic segmentation, it is better for

Swiggy to focus on the younger generation, mainly the
teenagers and the college students.
● Under behavioural segmentation, Swiggy can focus on
identifying the market trends, such as the preference of
having food by staying at home.
● The psychographic segmentation of the company is based
on identifying the total percentage of Malaysian citizens
opting for food delivery.

Targeting ● The main target audience of the company is the people

belonging to the age group of 18-35 years, which includes
millennials, students and the working population.
● The main target market of the company would be Kuala
Lumpur.

Positioning ● The main positioning strategy that would help the company
in gaining customers in the market involves the inculcation
of a convenient lifestyle for the people in Malaysia.
Table 6: STP Analysis
(Source: Created by the Author)
Thus, following the advantages of the chosen country, it needs to be mentioned that the
development of the above strategies by Swiggy would prove to be highly useful for the
growth of the company.

Critical analysis of models, concepts and theories to justify

The development of the company based on the aspects of internationalisation can be

considered to be the most useful concept for the growth of Swiggy in Malaysia. The
implementation of the models, such as the Uppsala model of internationalisation, would help
in intensifying investments and activities in foreign markets. According to the research of
Chaldun et al., (2022), it is important to state that the Uppsala model helps in getting closer
to real business. The research of Wu and Vahlne (2020), has asserted that the Uppsala
internationalisation model is based on the concept of market commitment, market
knowledge, current activities and commitment decisions. The image below has helped in
representing the Uppsala model in detail.

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 Figure 12: Uppsala Model
(Source: Hansson et al., 2022)
Based on the above model, it needs to be mentioned that the development of the stated
company in Malaysia should be done based on the aspects of the partnership. Following the
above model, the state of the company would be identified through market knowledge and
commitment. On the contrary, the aspects of change in the business can be identified
through the commitment decisions and current activities. As opined by Feliciano-Cestero et
al., (2023), the partnership of the firms in internationalisation helps in providing the
resources for the growth of a particular business. Thus, it is advised that Swiggy, while
opting for internationalisation, needs to opt for partnerships with well-known restaurants in
Malaysia. This would help the company in reaching a greater number of customers in the
country. In a nutshell, it can be opined that the chosen model is highly suitable for the
expansion of Swiggy into Malaysia.

Conclusion

In this assignment, a detailed external and internal market analysis has been done for
Swiggy to get two market opportunities and two potential threats in the current
international market. From the whole analysis, the threats of economic crisis all over the
world, and high competition in the market are the most crucial to overcome. Along with
that, among all the opportunities modern technological development for developing delivery
networks with the help of AI is the most potential opportunity for Swiggy. Along with that,
in this assignment, a detailed SWOT analysis has been done for Swiggy based on its
operation in its current markets. In this assignment, the internal challenges of Swiggy that
the stakeholders face in operation have been also described here.
After analyzing different markets across the globe, a bunch of opportunities has been found
in Malaysia after analyzing the economic, political, and social advantages and disadvantages
present in the market. It can be concluded that in the current market, Swiggy is
experiencing a competitive advantage due to low competition in the market. At the same
time, Swiggy is also facing troubles from its weak supply chain in India. Here some crucial
criteria have been set to enter into Malaysia for the international business of Swiggy.

17
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