International Entrepreneurship: Expanding into UK and EU Markets

INTERNATIONAL
ENTREPRENEURSHIP

Contents
INTRODUCTION...........................................................................................................................3
 Research products.................................................................................................................3
 Research appropriate markets.................................................................................................4
 Research countries................................................................................................................4
 Evaluation, synthesis and analysis of information.................................................................4
 Justification on the two target markets to enter......................................................................4
 Market entry strategies, its justification and application........................................................5
Marketing mix........................................................................................................................6
Reasoning and justification to decisions................................................................................7
CONCLUSION................................................................................................................................7
PART 2............................................................................................................................................8
REFERENCES..............................................................................................................................12

INTRODUCTION
International entrepreneurship is defined as development of business within international
business market. This business may have some new and innovative idea and aiming to develop
global relations with customers and enhancing business value by catering more customers from
national boundaries. This business activity is performed outside the national boundaries in which
cross border transactions take place with movement of goods so as to get global opportunities to
expand business in a systematic way. For this business are requisite to put their emphasis on so
many aspects which are having a vital role in their growth and expansion within global
periphery. International entry is one of the most crucial strategic decisions for a business as it
involves high risk and chances of failure (Zucchella and Magnani, 2016). This report includes
study of international entrepreneurship and decision of international business entry by Eggfree
Cake Box Limited. The company is willing to enter into two new markets which are EU and UK.
This report is the sum of their decision regarding product, market, countries and their marketing
strategy to get enter into the markets in a successful manner.
 Research products
Eggfree Cake Box Limited is a business which is involved in selling eggless cakes to
their customer which is sum of families, people who are willing to buy cake for some special
occasion. The company is highly focused on using high quality ingredient in baking of their
cakes so as to maintain their market share and a distinct market edge. This is the major reason
that Eggfree Cake Box Limited is having high customer satisfaction for their delivered cakes
(Eggfree.co.uk, 2020). As their cakes are 100% egg free so it can be consumed by people with
vegetarian diet and those people who are allergic to eggs. By this the company has positioned
their product within marketplace in a very prominent manner and it is recognisable by their
customer distinctively (Dana, 2017).

 Research appropriate markets
As the company is involved in baking business so this is giving them distinct identity
within marketplace in a profitable manner. The company is required to focus on demographic
factor as their business id focused on food and bakery products. So the company decided to focus
on metropolitan cities as the population is aware about eggless products and are keen to use those
products as well.
 Research countries
The company is willing to expand their business in such countries which are having high
market opportunities for them to expand their business in effective manner. So Eggfree Cake
Box Limited decided to establish their business in UK and US, these both countries are having
immense opportunities for such sector as people are aware and having high per capita income.
These both countries are having broad opportunities for hospitality sector and food industry. So
this movement is expected to render high business prospects to Eggfree Cake Box Limited
within market to expand and position their product and business in considerable way (Floris,
Dettori and Dessì, 2020).
 Evaluation, synthesis and analysis of information
From the market evaluation and examination of collected information, products of
Eggfree Cake Box Limited are eggless and this is the major distinctiveness to position them
within new markets in international boundaries. As cake and bakery products are one of the
highly consumed products in various countries. As increasing environmental issues and
inclination towards vegetarian products are giving additional opportunities to this sector so as to
grow in the market and expand their business. So from above discussion it is beneficial for
Eggfree Cake Box Limited to enter with this product so as to get competitive edge and market
sustainability.
 Justification on the two target markets to enter
Target market is defined as the market where target customers are willing to buy product
or services of those organisation which are spreading marketing message in that market. The
market chosen by Eggfree Cake Box Limited is UK and US as these markets are having high
opportunities to enhance their market share and growth opportunities within international
markets. Eggfree Cake Box Limited has chosen these markets for following reasons: