International Business Presentation

This presentation provides an overview of international business, including its benefits, cultural differences, ethical considerations, marketing effort, entry strategy, competitive strategy, and recommendations. It focuses on the case of MADO, an ice cream and pastry company based in Turkey, and its expansion into the United Kingdom market.

International Business

Table of Contents
 Company Description
 Executive Summary
 Introduction
 Discussion and Analysis
 Ethical Considerations
 Marketing Effort
 Entry Strategy
 Competitive Strategy
 Conclusion
 Recommendations
 References

Company Description
• Company selected for this presentation is MADO, which is an ice cream and
pastry company based in Turkey.
• The company was founded in the year 1850 by Yaşar Kanbur and has operation
in nearly 22 countries across the world.
• The method used for producing the ice cream is called pounding which results in
an ice cream which is as intense as gum.

Executive Summary
• There are many benefits of conducting business operations globally like there is
an increase in the overall profitability and the company gets an access to different
foreign markets. Organisations these days are adopting various measures in order
to expand their business overseas.

INTRODUCTION
• International business can be defined as the process
wherein organisations trade their goods, services as
well as knowledge across national borders. It is also
known as globalisation and can be beneficial for the
company in many different ways.

Discussion and Analysis
Cultural Differences: Culture is defined as the customs, beliefs or values of
people living within a particular country. Different countries have different
cultures and they can significantly impact the operations of an organisation if it
sets up its business there.

Ethical Considerations
• It is important for the management of MADO to take into account the different
ethical considerations before setting up the business in the United Kingdom.
Ethics can help the company in understanding the difference between right as
well as wrong.

Marketing Effort
• In order to market its products in the UK market,
the company can use various traditional as well as
digital methods. For example, the company will use
television and magazine advertisements in order to
raise awareness about it and the products offered by
it.

Entry Strategy
• There are many options available to the company to enter the UK market.
MADO will consider implementing the strategy of a joint venture. This is
because in a joint venture two firms come together to start a venture in order to
ensure that the business activities are carried out effectively.
• A joint venture would be the most suitable option for MADO because the risks,
cost for setting up the business, manual labour costs would be shared by both the
companies.

Competitive Strategy
• Competitive strategy plays an important role for
an organisations because a strong competitive
strategy can help it in gaining a competitive
advantage against the competitors. Since there
will be competitors within the UK market, it is
essential for MADO to develop an effective
competitive strategy.

CONCLUSION
• From the presentation, it can be concluded that international business is
important for organisations because they get a chance to operate globally through
different international markets. There are many factors which can affect the
overall performance of an organisation like cultural differences, marketing
strategy, international entry mode, ethical considerations, competitive strategy
etc.

Recommendations
• By analysing the scenario in the presentation, the respective company, MADO is
recommended to identify the different factors that can affect its business
operations in the United Kingdom. Apart from this, it is important for the
company to adopt joint venture as an entry mode into the new market.
• This is because it will allow the company to cut down any unnecessary costs.
Lastly, a differentiation strategy is recommended for MADO if it wants to attract
a greater number of customers and increase its overall profitability.

REFERENCES
• Baláž, P., Zábojník, S. and Harvánek, L., 2019. China's Expansion in
International Business: The Geopolitical Impact on the World Economy.
Springer Nature.
• Dimitrova, M. and et. al., 2020. Forgotten travelers: Adjustment and career
implications of international business travel for expatriates. Journal of
International Management. 26(1). p.100707.

Thank You