Internationalization Motives and Market Entry Strategies for Ella's Kitchen

AS-2 Investigative
Report

EXECUTIVE SUMMARY:
Document has mentioned the different range of potential internationalization motives/ triggers
and also, there is a global marketing model as well that has helped in international market
selection. Away with this, method of market entry is also considered for Ella's kitchen to enter
and lastly, review of market along with upcoming strategies. There are so many opportunities in
the market available for an organisation that can be used for the purpose of entering and
expanding in international markets. Organisations have to make their target customers aware of
their product and deals with high competition in the market. The acquisition strategy is used to
establish in new market and enhance present market share. This is the most appropriate strategy
to enter into new market as it helps to take advantage of existing brand image in the target
market. There are several communication tactics to help in direct or indirect communication the
most popular one is advertising as it helps in achieving the differentiation advantage by use of
creative strategies for an organisation in long run.

Table of Contents
INTRODUCTION ..........................................................................................................................4
Potential internationalization motives/ triggers..........................................................................4
Global marketing model for international market selection......................................................5
Method of market entry used by the Ella's kitchen to enter .......................................................6
Review of market and the upcoming strategies..........................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Ella's kitchen is a company which was founded by Paul Lindley in 2006 in United Kingdoms.
This company deals in organic food for babies and toddler which are sold in supermarkets
globally. They sold in the international markets which includes countries like UK, China,
Norway, Denmark, Iceland, Canada, Romania, Sweden, Netherlands, Finland, Belgium, Ireland
and United states. They have a global turnover of about $121 million and have 30% of the
market share of baby food sector. Presently they are dealing in 216 products for the age group of
3 months to 3 years and more. They offer their potential customers 100% organic ingredient food
with no added sugar, additives, water, salt, etc. the company is member of The Soil Association
and the Organic Trade Board. The company promotes recycle program in the community as it
sets points for the customer for pouch collection in different public places in this way the parents
became Ellacyclers in the community.
Potential internationalization motives/ triggers
There are so many motives of an organisation which creates a desire in an organisation to expand
itself in international markets. This helps the company to enter into new international market.
Similarly, the Ella's kitchen has certain motives to expand themselves in international market.
Some of them are given below:
Higher Profits:
Every organisation works to earn more and more profits and if an organisation has a profit in that
case they decide to expand. In case of Ella's Kitchen when they get profits from the existing one
then only they can think of expanding in new market of different country and expand globally.
Managerial urge:
The motivation in the managers of Ella's kitchen which reflects drive, desire and enthusiasm in
the managers towards the activities of global marketing (Ahmadjanovna and Makhmudovna
2020) . Managers are responsible in the organisation for all the important decisions in the
organisation and the managerial urge in the managers is the reason the organisation is able to
expand globally.
Unique product:
A unique product offered by the organisation helps to expand more in the international market as
it decreases the level of competition for them in the market. Ella's kitchen offers organic food