Market Entry Strategy for Eggfree Cake Box

This presentation discusses the market entry strategy for Eggfree Cake Box, a well-known cake store that serves egg-free cakes. It covers research on products/services, appropriate markets, countries/regions, target markets, market entry strategies, marketing mix, and justification for decisions.

Eggfree Cake Box
Presentation

Table of Content
• Introduction
• Research products/services
• Research appropriate markets
• Research countries/regions
• Critically synthesize, analyse and evaluate your information
• Two target markets
• Market entry strategies
• What marketing mix you would use
• Justification for all decisions
• Conclusion
• References

Introduction
Market entry strategy is a significant tool for an
organisation that assist for getting clarity on what is the
aim to achieve and how can organisation achieve it
while entering into new market. This presentation is
based on Eggfree Cake Box Limited which began its
journey with a small store in the year of 2008.

Research products/services
Eggfree Cake Box is a well-known cake store that serves quality of services to their
customers who belongs to the Vegetarian society or to someone who are more likely to
eat such varieties in cakes.
• Products and services: The founder of Eggfree Cake Box came up with a new
concept to serve Eggfree services in their different products as Cakes, Cupcakes,
Cake fillings, Cake Frostings, Decorative toppings Macrons and so on.

Cont.…
• Competitors: As the Company was established in the market of London with a
unique idea, they also have some competitor in the market as Hummingbird
Bakery's, Rubys of London, Lola’s Cupcakes and so on who also deals in Vegan
cakes.

Research appropriate markets
With an aim to offer products in the market which are 100% egg free, Founder of
Eggfree Cake Box Company establish their routes in the market of UK to go globally.
The first store of this organisation was opened in the heart of the year of 2008. Mission
of this organisation is to provide a new concept in the market of UK in Celebration
cakes by applying delicious fresh cream without using egg.

Research countries/regions
In terms of market expansion, Eggfree Cake Box can introduce their business idea in
those countries in which customers are more likely to vegetarian food. This business
idea assist in providing total revenue to the company as around over million pound in
the financial year of 2017-18 at the time when organisation introducing their new stores
in the market of UK.

Critically synthesize, analyse and evaluate your information
Eggfree Cake Box offers a wide range of cakes are egg free and made with the finest
ingredients. The company takes care of the production process and offers its customers
the best and beautiful cakes. It has a loyal customer base and operates in nearly 120
branches. Since the founders follow a strict vegetarian diet, this is how they came up
with the idea to start a company with similar vision.

Two target markets
• Italy (Inside EU): The first target market of Eggfree Cake Box is Italy because
it is one of the most popular places that has a love for food. Italy offers a wide
range of food and desert dishes with people who have a taste for the most
innovative and unique food dishes.
• USA (Outside EU): The other target market is the Unites States of America
because a large proportion of citizen prefer vegetarian or vegan food. Thus, it
will be the correct decision of the company to target people in the USA.

Market entry strategies
Italy (Inside EU): For Italy, the company can adopt Porter’s Generic Strategies that are
explained below –
• Cost leadership – In this, the company will target a broad market and offer the
lowest price possible for its products so as to attract a large number of
customers.
• Focus – In this strategy, the main focus of the company will be on a particular
niche market and by understanding the needs, the company will be offering
products at low prices.

Cont…
• Differentiation – By adopting this strategy, the company will differentiate its
products from other competitors in the market by adding new features etc. The best
suitable strategy for Eggfree Cake box will be differentiation and cost leadership
strategies.
USA (Outside EU): For USA, the company will adopt franchising strategy which will
help it in expanding and growing its business all over the world. Also, the speed by
which the company grows will also increase.

What marketing mix you would use
Marketing Mix Italy USA
Product Eggless cakes will be sold in order
to attract more customers and
grow business.
Eggless and vegan cake will be
offered with different features and
flavours.
Price The price of the cakes will be set
moderate so that more people
buy them and are satisfy.
Vegetarian cakes are
comparatively cheaper as
compared to cakes that contain
egg. Thus, prices will be affordable
and not heavy on the pocket.

Cont…
Place The bakery will be situated in
the public market wherein
there are a lot of food joints.
The outlet will be located on a
busy street so that people
who cross by are attracted and
visit the bakery.
Promotion Promotion will be done using
pamphlets, brochures and
word-to-mouth promotions.
Various social media platforms
will be used to create
awareness and promote the
company’s products in the
market.

Justification for all decisions
The target markets chosen for the company to expand will be Italy and USA because
people in Italy love food and, in the USA, a greater number of people are vegan.
Various promotional activities will be carried out to promote the products in the market
including pamphlets and social media platforms etc. The company will adopt
differentiation, cost leadership and franchising strategies for Italy and USA
respectively.

Conclusion
From the above report it has been summarised that marketing strategy is a long term
approach with a basic goal of gaining a strategic advantages which provide
sustainability. For an organisation it is required to analyse several strategies that assist
them in attaining target goals and objectives effectively.

References
• Ho, P. H., 2016. Analysis of competitive environments, business strategies, and
performance in Hong Kong’s construction industry. Journal of Management in
Engineering. 32(2). p.04015044.
• Pomering, A., 2017. Marketing for sustainability: Extending the
conceptualisation of the marketing mix to drive value for individuals and
society at large. Australasian Marketing Journal (AMJ). 25(2). pp.157-165.

Thank You