Global Marketing Concept for Business Expansion in Bagatelle London

GLOBAL
MARKETING

EXECUTIVE SUMMARY
Global marketing concept is basically used for business expansion in international
market. Selected company for this assignment is Bagatelle London which have acknowledged
different markets before their business expansion in a certain country. Organisation has also
analysed varied entry modes so that business can be expand properly. To create awareness
among customer base, manager in Bagatelle London can use market strategies like use of social
media, preparation of video tutorials etc.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Background of company/product................................................................................................4
Potential internationalization motives which influence company/product to move into
international markets...................................................................................................................4
Comparing international markets and reason for choosing these markets..................................6
Method of market entry used by company .................................................................................8
Potential marketing strategies used for success in international market.....................................8
CONCLUSION................................................................................................................................8
REFRENCES ..................................................................................................................................9
.........................................................................................................................................................9

INTRODUCTION
Global marketing is related to the procedure of adjusting marketing strategies of an
organisation for adapting condition of other nations. Although, it is more than selling product or
services globally as well as global marketing is overall process of planning, creating, positioning
and promoting product or services within global market (De Mooij, 2018). This assignment is
based on Bagatelle London which is food industry organisation located at London, United
Kingdom. Respective report will going to discuss about potential motives for moving within
international market. Along with this, marketing strategies utilise for expanding business in
international market will discuss with entry methods use by organisation.
MAIN BODY
Background of company/product
For this assignment chosen organisation is Bagatelle London which is part of food
industry. This restaurant came into existence in May 2018 and brings exclusive dining
destination of New York to heart of Mayfair, London. Respective organisation is located at 34
Dover St, Mayfair, London W1S 4NG, United Kingdom. Bagatelle London is popular
establishment featuring elevated French & Mediterranean dishes in sophisticated setting. At
present limited staff is working at restaurant which is less than 20 in number.
Having lunch and dinner at Bagatelle London is an identifiable affair where energetic
music pumps up the mood of people. This restaurant offers causal elegant dinning style to their
customers and prefers to serve their customers in a formal attire dress code so that their sincerity
can win the hearts of their customers. Executive chef of restaurant is Dale Osborne and
organisation has offered multiple payment options to people like payment via Visa card,
MasterCard and AMEX. Organisation is successfully operating in London by offering French
Mediterranean cuisine to their customers (Durvasula and Lysonski, 2016). This restaurant is
vegetarian friendly place where special diet is offered to vegans. Restaurant believes in
transparent approach for managing business due to which all the policies adopted by them are
ethical and transparent in nature.
Potential internationalization motives which influence company/product to move into
international markets