International Marketing Strategy for Egg Free Cake Box

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.