AS2 – Investigative Report

AS2 – Investigative
Report

EXECUTIVE SUMMARY:
There are different market opportunities that are available for a organisation that can be
utilised for purpose of entering and expansing across international borders. Small scale
organisations have to make a decision as they have to make their target customers aware of their
products and deal with high competition of already existing competitors. There is use of
acquisition as a strategy to establish in new market to enhance present market share. The most
suitable method that is considered for entry into a new market is acquisitions as it will help in
taking advantages of the existing brand image of a business organisation in the target market.
There are different elements of communication mix that help in laying down direct or indirect
communication channels with target market. Most effective channels that is adopted by
organisation is advertising as it helps in achievement of a competitive advantage by use of
creative strategies to have a differentiation advantage for a 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 your company/ product to enter ........................................7
Market Review potential marketing strategies ......................................................................9
CONCLUSION..............................................................................................................................11
REFERENCE.................................................................................................................................12

INTRODUCTION
Ella's kitchen is a small sector enterprise that is dealing in organic & toddler food that is
soled in different international markets such as Ireland, Sweden, Finland, Belgium, Netherlands,
Canada, they posses 30% share of total UK food sector. This company was started in the year
2006 by Paul Lindley. They are presently dealing in 216 products that is for babies of age group
4 months to 3 years and more. Their product range consist of smoothies, toddler food, snack
ranges and other featuring 100% organic ingredients food (Ang, Benischke and Hooi, 2018).
This brand is promoting recycling program and parent to become ellacyclers in the community
by setting of pouch collection points in different public places like shops and nurseries.
Potential internationalization motives/ triggers
There are certain triggers that actually create a desire for a existing brand to expand themselves
in international markers. This helps in developing a motive to enter a new international markets.
Some of the triggers to enter international markets are mentioned below:
Profitability goals:
Short term profit is a motivation to expand to other international market. The gap between reality
and perception may be wide when organisation is not involved in international market activities.
Managerial urge:
Managerial urge is reflecting the drive, desire and enthusiasm of management for global
marketing functions. internationalism process is many time encouraged because of socialisation
of managers (Shibata, Uemura and Suzuki, 2016).
Unique product:
A organisation might deal in product that are not widely available for international competitors.
So there is need to make some technological advices in specialised fields. Ellas kitchen has been
develop with a unique concept and it can be very helpful in increasing the revenue as there is no
prevailing of any existing competition that leads to generation of attractive opportunity.
Economies of scale:
Organisation can enhance their output with the help of a learning curve. In the initial levels of
internationalisation there can be enhancement of search for export markets where there is proper