International Entrepreneurship: Luminary Bakery Expansion in Denmark and Sydney

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.