International Entrepreneurship: Expanding Luminary Bakery in Singapore and Finland
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This report discusses the expansion of Luminary Bakery in international markets through effective research and market analysis. It covers topics such as product research, appropriate markets, country/region research, market entry strategies, marketing mix, and overall strategic recommendations.
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International Entrepreneurship
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Table of Contents INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 TASK 1............................................................................................................................................3 Research products/services.....................................................................................................3 TASK 2............................................................................................................................................4 Research appropriate markets.................................................................................................4 TASK 3............................................................................................................................................4 Research countries/regions.....................................................................................................4 TASK 4............................................................................................................................................5 Critically synthesize, analyse and evaluate your information................................................5 TASK 5............................................................................................................................................5 Decide on and justify two target markets to enter..................................................................5 TASK 6............................................................................................................................................6 Explain what market entry strategies.....................................................................................6 TASK 7............................................................................................................................................7 Marketing mix........................................................................................................................7 Overall strategic recommendations........................................................................................8 CONCLUSION................................................................................................................................8 REFERENCES:.............................................................................................................................10 Books and Journals...............................................................................................................10 Online...................................................................................................................................10
INTRODUCTION The nature of business environment is dynamic. Globalisation has helped the businesses to expand their operations in international market. There is need of carrying effective research and choosing best market to enhance the operations (Perenyi and Losoncz, 2018). This report is based on Luminary Bakery that follows the model of social enterprise model and has two registered entities i.e charity and bakery. The firm is planning to expand their operation in overseas market. The selection of best market for the business is important part of this report. The right set of customers for the company in international market are mentioned. The market entry strategy for the company is mentioned along with marketing mix of the company is mentioned in the report. MAIN BODY TASK 1 Research products/services Luminary Bakery provide employment and development opportunity to women. They provide training to the women so that they are able to develop their skills and knowledge and contribute to the development of Bakery. It is an opportunity for women to use the same bake products for their earnings as well. The company provides various bakery items such as cake, Coffee, hot drinks, Letterbox Brownie, pastry etc (Luminary Bakery products, 2022). SWOT Analysis It helps to know about the internal capability of the company. There is need of working in such a manner that all the weakness is converted into strengths. The company must analyse opportunities and take actions to achieve them (Zahra, 2021). The company must be prepared to face the threats. AWOT analysis in regard to Luminary bakery is as follows: Strengths They have wide variety of products that helps them to serve the needs and wants of the customers effectively. Weakness They have to spend huge amount of moneyontrainingandskill development of employees. Opportunity The firm has option of expanding their Threat Therearevariouscompetitorsof
operations in different overseas market.LuminaryBakerythatpossesshigh threat in market. TASK 2 Research appropriate markets Luminary Bakery was established in 2014 as an inspiration from women meeting in East London. There were 2,661 baked food manufacturing enterprises in the UK. The company is earning good amount of money with the help of their operations. The target customers of the company can be evaluated with the help of STP model. Segmentation: It is the process of dividing overall population into smaller groups such as demographic, psycho-demographic, geographic, behavioural etc. Targeting: In regard to Luminary Bakery they target the customers of the basis of their demographic profile. All the households and residents are their target customers. Age for them includes variety as they have different products to satisfy children and other for the adults. Positioning: This is the strategy of creating image of the products of the company in the mind of customers (Vadana and Et. Al., 2019). Luminary Bakery has positioned themselves as quality products that satisfy the requirement of all age groups. They have high brand value because they believe in women empowerment. TASK 3 Research countries/regions There is key role of analysing the right country in which the business will be able to expand its operations effectively. The use of funnel model will help to decide the country choice best for Luminary Bakery. There is need of considering the external and internal factors that will impact the decision. In the first step the company sets objectives regarding expanding the operations (Jafari-Sadeghi, Kimiagari and Biancone, 2019). Afterwards, Luminary Bakery will analyse the external environment of various nations that have opportunity for expanding the business. Opportunities and threats about the place will also be examined. The company will explore their own strengths and weakness so that they are able to grab the opportunity. Selecting best place is necessary for the success of their bakery.
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TASK 4 Critically synthesize, analyse and evaluate your information After carrying the research regarding the market there are key factors such as culture, political condition, economic condition of the nation will be examined. There is need of managing the work in such a manner that better results are attained. Luminary Bakery has effective resources and good brand image that will help them to manage their work in best suitable manner. There is need of expanding their business and grab the opportunity that is present to carry on the work. It becomes important to carry on the work in such a manner that all the problems that may take place are eliminated (Baier-Fuentes and Et. Al., 2019). The Bakery supports the women and this helps them to carry on their work in overseas market effectively. All the countries have their own risk and opportunities so it is important to examine best place to expand their operations. TASK 5 Decide on and justify two target markets to enter The business will be expanded in Singapore, Asia and Finland, EU. External Factors Economic positionof Singapore is stable and they encourage business to operate there. Along with that Finland is also Finland is ranked 6th among 45 countries in the Europe region, and the company will be able to earn effectively over there.
There is lowpoliticalrisk seen in Finland then other countries in EU (BEST BUSINESS ENVIRONMENTS IN THE WORLD, 2022). Singapore remains one of the world's strongest economies. Culturefollowed in most of the part of EU is same and this helps the Luminary Bakery to expand the operations effectively. Singapore has modern culture that consists of combination of Asian and European cultures. Internal Factors Thestaffof the company is highly trained and ready to work in best suitable manner that helps them to operate effectively. They have goodresourcesas well that assist them to expand the operations without problems. TASK 6 Explain what market entry strategies There is key role of analysing the best market entry strategy that will help Luminary Bakery to expand their operations. The different strategies are mentioned below: Direct export: It is one of the common and widely used strategy to sell the products and services in foreign market. There is need of having distribution network to the overseas ad then selling the product directly over there. There are less risks present in this method. Licencing: It is one the sophisticated arrangement that allows a firm to transfer the right to use a product or service to another firm (Verbeke, and Ciravegna, 2018). It helps in the situation when purchaser of the license has a relatively large market share. Franchising: It is similar to the licensing strategy of expanding the business. In this model the same type of outlet is being opened by the franchisee in the foreign market. The company get the competitive advantage and is able to operate effectively in the new market. Joint venture: It is a type of partnering under which one domestic firm partners with foreign firm. The company has synergy from both the forms. It is necessary to work with the capabilities of both and attain advantage. It is seen that the foreign firm is able to get benefits as they are aware about the market and the capability of older firm can be used. In relating to Luminary Bakery, they must use this option to expand their operations in Finland and Singapore.
The local taste and preference will already be known and the brand name of Luminary Bakery will be used. Buying a Company: In this case, the company directly purchases the company in the international market. They are able to gain competitive advantage because they already have existence in the market. Piggybacking: In this strategy the company enters the new market and start their operations as a new company over there. It is necessary for the company to understand the operations of the international market and start own operations. Luminary Bakery must go on for joint venture strategy and this will help them to take benefit of both the organisations. TASK 7 Marketing mix Marketing mix contains multiple areas of focus as a part of marketing strategies. Marketing mix is fundamental model used in production, launching, branding and promoting. The 4P’s ae mentioned below: Product– This represents the service or item designed to satisfy customers according to their needs. Luminary Bakery will maintain high quality of their products so that they are able to gain lead in international market. The product will be altered as per the needs and wants of the customers. Price– Price of the product play vital role in sales of company. It refers to the pricing strategy and how it will impact customers (Sadeghi and Et. Al., 2019). Luminary Bakery will use penetration pricing in order to attract the customers. Place– Placement and distribution of product is important in marketing mix, as it is easilyassessabletoitscustomers.LuminaryBakeryisplanningtoexpandtheir operations in Singapore and Finland. Along with that the company will use online mode to operate. Promotion– The use of social media strategy and other offers in the starting will be given by Luminary Bakery in order to attract the customers.
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Overall strategic recommendations Luminary Bakery must use the innovative ideas at the time of entering the market. The use of latest technology will help to attract the customers. There is key role of carrying research so that right decision is taken by the company. CONCLUSION From the above report, it is concluded that there is key role of research in expanding the business in international market. The sue of models and theories is done to find the best market for the business. The evaluation of best choice of country and the mode of entry is important part of this report.
REFERENCES: Books and Journals Baier-FuentesandEt.Al.,2019.Internationalentrepreneurship:abibliometric overview.International Entrepreneurship and Management Journal,15(2), pp.385- 429. Jafari-Sadeghi, V., Kimiagari, S. and Biancone, P.P., 2019. Level of education and knowledge, foresight competency and international entrepreneurship: a study of human capital determinants in the European countries.European Business Review. Perenyi, A. and Losoncz, M., 2018. A systematic review of international entrepreneurship special issue articles.Sustainability,10(10), p.3476. Sadeghi and Et. Al., 2019. International entrepreneurship by particular people'on their own terms':astudyontheuniversalcharacteristicsofentrepreneursinevolving economies.InternationalJournalofEntrepreneurshipandSmallBusiness,37(2), pp.288-308. Vadana and Et. Al., 2019. Digitalization of companies in international entrepreneurship and marketing.International Marketing Review. Verbeke,A.andCiravegna,L.,2018.Internationalentrepreneurshipresearchversus international business research: A false dichotomy?.Journal of International Business Studies,49(4), pp.387-394. Zahra, S.A., 2021. International entrepreneurship in the post Covid world.Journal of World Business,56(1), p.101143. Online LuminaryBakeryproducts,2022.[Online]Availablethrough:< https://luminarybakery.com/collections/all/pastry?sort_by=title-ascending > BEST BUSINESS ENVIRONMENTS IN THE WORLD, 2022.[Online] Availablethrough: <https://www.businessfinland.fi/en/do-business-with-finland/invest-in-finland/business- environment/why-invest-in-finland/safe-playground>