Date of Award

Spring 2020

Degree Type



Moore School of Business

Director of Thesis

Dirk Brown

Second Reader

Brittain Goff


The aim of this thesis is to understand the global grocery market and to present a framework to assist sector players in developing go-to-market strategies as they expand abroad. In order to holistically study the cultural and economic implications of grocery stores across the world, we first selected six unique countries to focus our research: Singapore, Brazil, Chile, Australia, Germany, and the United States. In addition to having personally traveled to each of these countries, we chose to analyze these six very different markets in order to include a wide range of cultures and levels of economic development. We found that despite all nations having their own specific shopping habits and preferences, universal themes do exist in regards to trends and substantial factors in all grocery sectors around the world. With our findings, we created a framework made to aid multinational grocery store chains as well as product brands looking to enter foreign markets. The framework consists of seven universal determinants of retail and beverage success. Our framework is not a stand-alone solution and must be supplemented with thorough research about the potential market.

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