International Business: Expanding MADO Ice Cream in the UK Market

International Business
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Table of Contents
Company Description......................................................................................................................3
Executive Summary.........................................................................................................................4
INTRODUCTION...........................................................................................................................5
Discussion and analysis ..................................................................................................................6
CONCLUSION................................................................................................................................9
Recommendations..........................................................................................................................10
REFERENCES..............................................................................................................................12
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Company Description
Organisation chosen for this report is MADO, which is an ice cream and pastry brand
based in Turkey. The company has nearly 300 outlets in Turkey and also operates in many other
countries. The company is known for offering special textured ice creams that is made with the
milk of goat. The ice cream which is developed by the company, is produced through pounding
and is intense like gum as well as elastic (Aguilera and Grøgaard, 2019). The journey of the
company started off with icemen circulating around neighbourhood with ice cream drums on
their shoulder. The respective company serves a variety of desserts along with thin slices of ice
cream that are to be eaten with the help of a knife and a fork. The company started a new process
in the year 1986 wherein it transformed its old factories in order to meet the necessities of the
future.
The company has a strong history of nearly 300 years and the unique flavour of the ice
creams that are produced by MADO is obtained by mixing the milks of animals. These animals
are fed on thyme and orchid flowers on high plateaus. The company is the result of transforming
the traditional family work shop into various modern production plants. All of the company's
products are prepared under high hygienic and quality conditions (Cherunilam, 2020). MADO is
one of the largest ice cream companies in Turkey and is basically known for bringing together
the different Turkish flavours together. The company adds new flavours to its ice cream range
every year in order to meet the expectations of the customers. Also, all fruit flavours of the
company are completely made through natural methods with the finest fruits. Apart from this,
MADO also offers different varieties of teas, coffees, smoothies, juices, special drinks and so on.
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Executive Summary
International business allows organisations to trade their products as well as services to
different countries. It is also referred to as globalisation and there are many benefits to
organisations for conducting their business activities internationally. For example, there is an
increase in the revenues and a reduction in competition. Also, a company can reduce any
unnecessary costs associated with manufacturing the products. The company is able to manage
its risk in a better way and it also gets an access to export financing. MADO is a Turkish ice
cream and pastry company which is known for offering the best ice creams, pastries, smoothies
etc. to the customers. In order to expand its business operations in the United Kingdom, the
management of the company has to be aware of the impact of different factors. In order to
market its products, the company will use both traditional as well as digital methods.
The digital methods will include television advertisements, attractive packaging etc.
while the digital methods will include posting regular updates on different social media
platforms. This will help it in reaching out to a greater number of customers and thus increase
profits. In order to enter the international market, the company will use the mode of a joint
venture, which is a business entity created by two companies. This will help the company in
managing its costs because the ownership, risks as well as other aspects would be shared by both
the companies. Lastly, the company will choose differentiation as its competitive strategy
wherein it will ensure that all of its products are well differentiated from each other. It will
change the flavours offered by it in order to match the tastes of the customers in UK. This
competitive strategy will allow the company to compete with different existing brands in the UK
market in an effective manner.
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