International Entrepreneurship: Luminary Bakery Expansion in Denmark and Sydney

This report discusses Luminary Bakery's expansion plans in Denmark and Sydney, including their products and services, promotion methods, SWOT analysis, market selection, entry mode, customer brand engagement model, and marketing mix.

International
Entrepreneurship

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Products and services offered by Luminary bakery....................................................................3
Promotion method.......................................................................................................................3
SWOT Analysis...........................................................................................................................4
Market Selection..........................................................................................................................4
Justification of selection countries...............................................................................................5
Porters five forces model.............................................................................................................5
Hofstede’s Cultural Dimensions..................................................................................................6
Entry mode in market..................................................................................................................7
The customer brand engagement model......................................................................................8
Marketing Mix.............................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Luminary bakery is non-profit management that was functioned for helping out women
opportunities that was established in the year of the 2013 by the Alice Williams. It’s headquarter
is in London, England. They have 11 to 50 worker who are presently performing roles for them.
They sells their goods in the wholesale (Banwo, and Momoh, 2022). They are also famous for
helping homeless women. They offers a secure and as well as professional environment to the
women in which they develop and create their abilities. As with it, full time and as well as part
time paid employment opportunities that offers to the women. Their fundamental target is to
ignore violence, empower women participation which is effective advancement, develop
working aspect for women and reduce poverty.
TASK
Products and services offered by Luminary bakery
Products Services
 Almond, cherry and chocolate pastry
 Classic carrot pastry
 Flour-less chocolate and mixed berry
pastry
 Flour-less lemon and blueberry pastry
 Flour-less letterbox chocolate brownie
• Middle pastry online gift voucher
• Lower pastry online gift voucher
Promotion method
 Contacting local vendors – The luminary bakery are operating in the general
marketplace. They are not selling their goods effectively they manages the support of
local sellers in respect to advances the sales of the management (Crick, and Crick, 2022).
• Word of mouth – The superiority and taste that are preferred by the management
luminary bakery that is supreme with the perception and standard of another bakers. The
consumers who are consuming their goods do free promotional for them by word of
mouth.
• Media coverage – The management are engaged in the wellbeing of the women, this
makes them famous.

SWOT Analysis
Strength Weaknesses
 Skilled staff – The management
offers conduct training to the women
functioning in the business, it support
them in enhancing their abilities and
being a potential faculty (Dey,
Fletcher, and Verduijn, 2022).
 High price – The cost of luminary bakery is
effectively high as comparison to their
challengers that outcome in shifting the
consumers towards the challengers goods.
Opportunity Threat
 Expansion in varieties – The
changes obtainable with the luminary
bakery that are partial. They are
fundamentally operating in pastry
and as well as brownie. Hence, this is
a chance for them to shift towards
another goods level.
 Social media marketing – The management
do not utilise any social media channel to
maintain advertisement. In the contemporary
section, each management are utilising this
channel to maintain suitable number of reach
to the consumers. It can be a fundamental issue
the respective management.
Market Selection
The inhabitants are types into smaller teams according their perception and preferences
are related to the market segmentation. It supports in managing consumer base and in producing
profitability. The criteria of market sections that are as explained below -
 Demographic – When the divisions of several users are completed on the base of age,
sex, family position and as well as income are related as demographic segmentation. The
management are generally targeted the young children and as well as adult from 8 to 40
years old consumers (Etemad, 2022).
• Geographic – Geographic segmentation is managed on base of area, wider term of
population and temperature. By maximisation in the demand of modified pastry, the
management are getting an effective competitive benefits and it will support them in
maximising the consumer base.

• Lifestyle - Lifestyle segmentation termed to the orientation and behaviour of the users.
Such products are kept at best cost as high level of income consumers.
Justification of selection countries
For this respective project, Luminary bakery are going to extend their management in the
Denmark as they have several islands and nearby it they have Sweden that supports in managing
the wider field of targeted marketplace in respect to extend their management in the new market
area (Etemad, Gurau, and Dana, 2022). This is in the European Union and externally present to
the EU: Sydney, Australia which is the selected targeted market area in which individuals are
have higher income that they can maximise their sales and make sure higher brand goodwill in a
multinational field of market area.
Porters five forces model
Competition inside the industry: Increasing competition in market create threat for a business
as it provides more choices to customers and situation where there is less competition, customer
get less choices. Luminary Bakery is a business which has offered gluten free products to its
customers and only sellers in this industry offering this type of products to customers. So, there
is less competition in the industry which allow Luminary bakery to sell products at higher prices.
Bargaining power of customers: An industry with only few sellers get opportunity to create
monopoly in the industry and on basis of which company can sell their products at higher prices.
Luminary Bakery get various opportunity on basis of this as they are selling unique products.
Therefore, there is less bargaining power of customers (Gimenez-Fernandez and et.al., 2022).
Bargaining power of suppliers: There are numbers of suppliers available in the market from
which Luminary Bakery can access to different raw material. Therefore, there is less threat of
this factor for business.
Threat of new entrants: Increasing numbers of new players in the market decrease the
profitability level of industry. Luminary Bakery is focusing on innovation which helps them to
make their products more unique. Therefore, there is moderate threat of this factor for Luminary
Bakery.
Threat of substitute product: There are different substitute available of their products of
Luminary Bakery. Therefore, there is higher threat of this factor for the business.

Hofstede’s Cultural Dimensions
Power Distance: Organisation which is established in Australia is developed for purpose of
convenience and in this organisation superiors are accessible. In this, managers of company is
depended on individual team and employees for purpose of expertise. Australia scores of around
36 for the dimension (Kalinic, 2022). In the PDI, Britain is ranked as power which reflect that
there is inequalities there among people that should be avoided. This PD scale is also more
decreased among high class people in comparison to people who are working class.
Individualism: For this category, Australia received 90 that reflect individualist culture of that
country. It is also shows loosely knit society where people expectations is to look for themselves
as well as for immediate families. UK in this scale scores of around 89 that can be beaten by only
for common wealth countries. Britishers are more private and independent person in compare to
other common wealth countries.
Masculinity: In this index, Australia get 61 score that made it Masculine. Shared values develop
behaviour of a person at work, play and school life. It is based on different dimensions like the
takes all and strive to be the best they can be. Britain on the other hand gets 66 score which make
them highly success driven (Pidduck, Clark, and Busenitz, 2022).
Uncertainty avoidance: It is a term for which Australia is attaining 51 score and Britain on the
other hand attaining 35 for this scale. It reflect that UK is getting lower score for purpose of
uncertainty avoidance. It means these people are happy by not knowing things they needs to
carry out.
Long term orientation: It is one of dimension n which Australia scores 21 which reflect native
culture of that country. On the other hand UK scores 51 score which reflect dominant nature of
these people.

Entry mode in market
There are different types of entry mode to be adopted by Luminary Baker for purpose of
expansion of business in international market. Explanation of some of these model are mentioned
below:
Joint Venture: It is an agreement which consist two more companies for purpose of attainment
of goals and objectives of business. Liminary Bakery can adopt this method for expansion which
allow two business to share come together for attainment their personal goals (Wang, and et.al.,
2022).
Merger: It is another method which consist two or companies for sharing different resources for
attainment of goals and objectives of business.
Franchise: It is one of method which provide right to franchisee to sell products under name of
franchisor. Luminary Bakery can adopt this method of expansion for their business.
Among above options, Liminary Bakery is adopting Franchising method of expansion of
business. It is method which is one of the easier method and also does not consists risk in the
business.

The customer brand engagement model
It is one of the model that includes different types of qualities of consumer including emotional
and cognitive which allow them to interact with different cognitive behaviour. It is a model
which create assistance for purpose of Luminary Bakery and also helps to understand customer
journey with different types of strategies and also to implement it for purpose of satisfaction of
needs of consumer.
Marketing Mix
Marketing mix is one of the marketing model which allow business for purpose of analysation of
different components of business. Explanation of different terms of this model in context of
Luminary Bakery are mentioned below:
 Price: Luminary Bakery is offering higher quality and unique products in the market for
their customers. The customers who want these products and are more health conscious
are ready to buy these products at a higher price (Zahra, 2022).
 Product: Luminary Bakery is offering gluten free products to its consumer. It is focusing
on health-conscious consumer which provides competitive advantage.
 Place: Luminary Bakery is offering products at different places where customers can
easily reach.
 Promotion: There are different types promotional strategies to be adopted by Liminary
Bakery for purpose of promotion of products. Among these, main focus of this
organisation is on social media marketing.
CONCLUSION
From the above mentioned report, it has been concluded that the business of management
are going to extend their organisation in Denmark and as well as in Sydney with the motive of
maximising the global term of profitability by managing the wider base of consumers. As there
are several entry methods by that business can be the part of the multinational marketplace. At
last, 4P's of marketing mix are being evaluated in respect to manage effective expand the
management in the multinational field of market area.

REFERENCES
Books and Journals
Banwo, A.O. and Momoh, B., 2022. The Contextual Dimensions of Informal Economy and
Entrepreneurship. Management & Economics Research Journal, 4(2), pp.63-82.
Crick, J.M. and Crick, D., 2022. Coopetition and international entrepreneurship: the influence of
a competitor orientation. International Journal of Entrepreneurial Behavior & Research.
Dey, P., Fletcher, D. and Verduijn, K., 2022. Critical research and entrepreneurship: A cross‐
disciplinary conceptual typology. International Journal of Management Reviews.
Etemad, H., 2022. Perspective on early internationalizing firms: Three decades of international
entrepreneurship developments. Journal of International Entrepreneurship, pp.1-23.
Etemad, H., Gurau, C. and Dana, L.P., 2022. International entrepreneurship research agendas
evolving: A longitudinal study using the Delphi method. Journal of International
Entrepreneurship, 20(1), pp.29-51.
Gimenez-Fernandez, E.M., and et.al., 2022. Openness strategies and the success of international
entrepreneurship. International Journal of Entrepreneurial Behavior & Research.
Kalinic, I., 2022. The role of institutions in the context of innovation in international
entrepreneurship: transforming uncertainty from being a threat to becoming an asset.
In Research Handbook on Innovation in International Business (pp. 34-51). Edward Elgar
Publishing.
Pidduck, R.J., Clark, D.R. and Busenitz, L.W., 2022. Revitalizing the ‘international’in
international entrepreneurship: the promise of culture and cognition. In The International
Dimension of Entrepreneurial Decision-Making (pp. 11-35). Springer, Cham.
Wang, K., and et.al., 2022. Board's gender diversity and international entrepreneurship: intensity
versus quality?. International Journal of Entrepreneurial Behavior & Research.
Zahra, S.A., 2022. International entrepreneurship by family firms post covid. Journal of Family
Business Strategy, p.100482.