Emerging Markets Case Study - Mothercare International Expansion

Its sometimes quite tricky finding well-resourced examples of international expansion - but this is a good one. Mothercare has quietly adopted a strategy of repositioning its group by focusing on expansion into emerging markets like India, Russia and China using its two “global brands” (Mothercare and Early Learning Centre). It has set itself an objective of opening at least 100 international stores every year, using the franchise model of operation.

This streamed revision presentation provides a collection of stimulus materials which students could use to discuss Mothercare’s strategy. I have brought together some materials from a variety of sources, including press cuttings, annual reports and analyst presentations.

Launch streamed presentation on Mothercare’s International Expansion Strategy