International Market Selection and Entry Strategies for Davison Canners

INDIVIDUAL
REPORT

Table of Contents
EXECUTIVE SUMMARY..................................................................................................................3
INTRODUCTION................................................................................................................................3
TASK....................................................................................................................................................3
Providing a brief overview of the chosen organisation and the rationale for going international...3
Critically discuss which country you would recommend them to enter..........................................4
REFERENCES...................................................................................................................................11

EXECUTIVE SUMMARY
The report is basically based on how interesting marketing can be beneficial as well as
challenging for a company like Davison canners. According to the Report the best place to expand
business is Ireland as they have attractive holding regime, technology, English speaking, Good track
record and many more things.
INTRODUCTION
International marketing basically refers to the marketing of the products and services on a
wider geographical scale including promoting the goods and services worldwide. Rendering the
services and products to the customers nationally, internationally, and locally too. Implementing the
marketing principles in the company which are located near the borders or overseas in more then
one country. This is a business operation which happens crosswise borders. It is a procedure of
planning, implementing of strategies, deciding prices, deciding distribution channels, creating goods
which satisfy the needs of organisation as well as the customers. For the growth and development of
the company, international marketing is an feasible option for the business. In this respective report
the company which has been chosen is the Davison canners ltd. it is an united kingdom based food
production company. The headquarters are situated in Craigavon (Katsikeas, Leonidou, and Zeriti,
2019.). The report's focal point is that if the chosen company switches up to the international
marketing then how it will be beneficial and challenging for the firm.
TASK
Providing a brief overview of the chosen organisation and the rationale for
goinginternational.
According to Neil Kokemuller, 2020. The company chosen in the report is the Davison
canners which a local innovative organisation located in the united kingdom. It is basically a food
production company which deals in the fruit and vegetable preserving. The company was
incorporated in the year 1978 by George Davison but it officially begun in the year 1995. the
headquarters of the company are situated in Craigavon, united kingdom. The product line of the
Davison canners is very wide, they offers many various products like jams, fillings, curds, syrups,
sauces, concentration and many more. From the last 40 years the Davison family is growing the
crops of Irish bramley apples (Chatterjee,Chaudhuri, And Sakka, 2021). One of the leading food
producers of fruits and vegetables of united kingdom is Davison canners. It is also the most

innovative food production industry existing in UK. The company believes in serving the best
quality products and services to the customers to maintain the strong and regular customer base
which will result into the increment of the revenue rate of the company. About 90 employee works
in each location and according to the sources, about $16.26 million is the overall net profit of
previous year of the company. Apart from this there is high competition because there are many
other food production company in united kingdom. Presently the company have a respectful
position in the market and have accurate plans and strategies for further growth of the company.
There are many reasons that the company should expand internationally, which are discussed below
:-
 increment in revenue – when the company have only limited opportunities for the growth
in the local marketing, they decide to switch up to the international marketing. For Davison
canners it is a great opportunity to expand themselves internationally to explore the new
markets and attract millions of new customers which will result in high sales (İpek, 2020).
 Entering into the new market – once the company become successful in their home
country, they decide to enter into the new markets overseas. But it is very essential to
research before entering into the new market. Whether it is seeking for the rising markets,
advanced technology, or developed markets. There are numerous opportunity for success in
expansion.
 New customers base – one of the benefit for expanding internationally is that it gives a
new customers base of the new market. this not only gives the opportunity to Davison
canners to sell the existing product in the market but also in investing and creating new
products to introduce in the marketplace, to a much more wider customer base by which
the company can increase their sales.
 Allows diversification – if a company operates within the home country then it will limit
the potential of the profit. One of the disadvantage a company faces if they operate in only
one country that it blocks the exposure to the market changes. If Davison canners takes
their business to the international level, it will allow them the opportunity to diversify their
markets to keep the revenue stable. If the domestic markets are slowing down, then the
chosen company have the benefit of international market which will assist the company
during the slower economic times.
 Company's reputation - one of the reason for expanding the business internationally is to
be able to give best services to the international clients. Creating a good image globally aids
the company in attracting the new customers. It builds a strong name and brand recognition
in the market (Morgan, Feng, and Whitler, 2018).