International Marketing Strategy for Egg Free Cake Box

This presentation discusses the international marketing strategy for Egg Free Cake Box, a British bakery looking to expand their business outside the EU. It covers tactics and strategies such as licensing, franchising, partnering, and joint ventures. The presentation also explores the target market selection and marketing mix strategies for the new business. Overall, it provides insights into how Egg Free Cake Box can successfully establish their presence in the international market.

CW1

EGG FREE CAKE BOX
INTRODUCTION
It is British baker which was established in 2008 by opening their
firs shop in East London. They provide delicious and on demand
product to customer & within a year they were all around the city. Also,
business is booming and they are deciding to open more new stores in
EU region. Due to the high rate of demand as well as requirement, they
have the ability & capability to access international market. But it is not
easy to establish business t global level because market situations are
unknown, people tastes and culture is heterogeneous in nature. EU
region have different rules & regulations which is not difficult to accept
or say run functions & activities of firm according to them. Many
challenges, problems are faced by industrial sector. Egg free Cake box
can access to international market and use international strategy by
using licensing, franchising, joint ventures and partnering. To start
business, it is advisable to start it outside EU because inside European
Union there are many rules and regulation which are act as obstacles for
new entrepreneurs.

Tactics & strategies are used by organisations or
marketers to access and develop their opportunity as
well as growth scale. Through these strategies, Egg
Free Cake Box will be able to analyse and examine the
appropriate suitable location for their new business. As
they are setting up their new business new outside EU
they need to aware about their competitors and rivals
so that planning is done accordingly. Also,
international market strategy is also implemented
properly while considering international market
strategy. These are explained in next slide (Samiee,
2019).

International Marketing Strategy
• Licensing- It is a type of strategy in which enterprise allows or say transfer
the rights other entity to use their products in market under consideration of
rights allotted to them. In relation with Egg Free Cake Box as relatively they
have larger market in British, they can use this strategy in other country like
Switzerland. Zurich is the best place to start new business outside EU. But
there are many competitors like Art of cake, Michelle’s cake etc. So,
licensing is to be used with proper measures(Wu, 2016).
• Franchising- It refers to when process or agreement in which franchisor
allows franchisee to use brand, name, or logo to expand business and it is
done via setting up amount of fee. Through this, chosen business is expanded
and franchisor has control over the business. Also, with help of this strategy
they are able to open up their new branches which will also help them in
targeting market at wider scale. It is also stated that Zurich has increased its
growth in business sector with 6% amongst the new one. Dawn products
food declares that new products and recipes are being prepared for bakery
shops so Egg Free Cake Box can use this opportunity in Zurich.

• Partnering- Another form of strategy is that chosen bakery
business can adopt this partnering in which co-marketing can be
combined with local marketers so that right customers are targeted
by business. This is essential for because in Zurich, mostly people
love most adopted foods such as cheese fondue, Raclette etc. So,
for acquiring larger market share growth it is crucial for them to
adopt this strategy (Naidoo, 2016).
• Joint Venture- Further is agreement in which firm one or two
party join the business for larger market share growth opportunity.
This is less risky because in this profit as well as risk is shared
between both the parties. In relation with EFCB, they can adopt
this method so that it becomes easy to target more new geographic
areas in the chosen location. So, it assists in making decisions
effectively & delivering right product to right customer.

Target Market
• It is easy to open and start new business outside EU
because of less involvement of government & ease
of setting up business. So, EFCB with proper can
use this opportunity in appropriate manner because
capital required for setting up new business is
around CHF 100,000. This is affordable amount
which for those who are starting new businesses.
• Zurich is the best target market for bakery business
(Hedayati, 2018).

• Reason for selecting target market is that
in Zurich business sector is growing
rapidly and it is both vegan as well as
non-vegan friendly people live there.
• Also, EFCB has the opportunity to merge
up with food products brands because
through which acquiring of resources will
be easier (Grünhagen, 2017).

MARKETING MIX
It is also needed to use suitable marketing mix so that people are
aware about product & new brand as well in proper manner. So,
EFCB can use these marketing mix strategies so that correct decisions
are made in future perspective.
Types of marketing mix-
• Product- In this, entrepreneurs must be aware about what product
is being sold and to whom. For example- Most of people in
Switzerland like cheese and are addicted to food a lot. So, EFCB
must use this marketing strategy so that product is sold according to
demand & requirement of people in city (Hussain, 2018).
• Price- Further, this MM depicts that it is cost or value of product
without which sales process cannot be done. Zurich and Geneva are
expensive cities so price of product is to be set by entrepreneurs
accordingly.

• Place- Next is that when setting up in business it
crucial to identify the appropriate location
because it is the source through which people are
able to access the product. So, selected business
can open their business in Zurich (Ismail, 2018).
• Promotion- In this, advertising & promotion of
product is done. This is done via many media like
Facebook, Campaign marketing etc. So, digital
platform is the suitable way of promoting product
in relation with chosen firm (Metzlaff, 2016).

Reason for choosing the Marketing mix
The above stated marketing mix is to be
considering appropriately & with selected business
these can be applied by using international marketing
strategy such as franchising & using those mix
according to the decisions taken by management.
Some changes are to be done such as more places to
explore for business so that vegan friendly locations
& people are tracked. As the EFCB deliver cakes egg
less, they can also offer new products to new location
such as non-vegan friendly cakes etc. (Pulungan,
2016).

Justification & Reason
Main reason for the above chosen marketing strategy;
franchising is that it helps firm to have proper control over
business so that decisions are taken independently. Further,
outside the EU has been suitable market for business
because they can easily maintain as well as complete the
formalities of setting up firm whereas in case of EU rules
& regulations are rigid and it took time to set up everything
properly. Then, marketing mix drives the chain of business
to perform in proper manner. So, Product & place are most
essential of MM (Goethals, 2018).

CONCLUSION
After a brief analysis of above report, it is
concluded that accessing business at global level is
not easy & requires international marketing strategy
so that the process is done in appropriate manner. In
the present report, IMS such as franchising,
licensing etc. has been discussed which are used in
outside the EU. Further, marketing mix take place
so that decisions regarding new business are taken
correctly. Hence, setting up new business requires
proper planning & time.

REFERENCES
Books & Journal:
• Samiee, 2019. International marketing strategy in emerging-market
exporting firms.Journal of International Marketing,27(1), pp.20-37.
• Wu, 2016. The international marketing strategy modeling of leisure
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• Naidoo, 2016. Entry modes as a component of international marketing
strategy: a mixed-method analysis of higher education services. In
International Marketing of Higher Education(pp. 47-82). Palgrave
Macmillan, New York.
• Hedayati, 2018. Effect of total replacement of egg by soymilk and
lecithin on physical properties of batter and cake.Food science &
nutrition,6(4), pp.1154-1161.
• Hussain, D., Sreckovic, M. and Windsperger, J., 2018. An
organizational capability perspective on multi-unit franchising.Small
Business Economics,50(4), pp.717-727.

• Grünhagen, 2017. Development Prospects for Franchising in Southeast
Asia: A Review and Outlook. InLeadership, innovation and
entrepreneurship as driving forces of the global economy(pp. 671-673).
Springer, Cham.
• Metzlaff, 2016. Structuring European Expansion: Use of Agency,
Distribution and Franchising Arrangements.Int'l J. Franchising L.,14, p.3.
• Ismail, 2018. Application of Entrepreneurial Marketing to the Marketing
Mix: Why it Matters to SMEs in Malaysia?.International Journal of
Academic Research in Business and Social Sciences,8(12).
• Pulungan, 2016. Effect of Brand Equity Dimension on Purchasing
Behavior (Case Study: Aroma Bakery and Cake Shop in
Medan).dimensions,26.
• Goethals, 2018. BUSINESS PROSPECTS OF THE FIRST VEGAN
PASTRY IN LUXEMBOURG: Market Research, Risk Analysis &
Concept Creation.
• Plüss, 2016. Report 2g Fieldwork entrepreneurs, Zurich (Switzerland).