International marketing Report America 2022

Running head: INTERNATIONAL MARKETING
International marketing
Name of the student
Name of the university
Author note

1INTERNATIONAL MARKETING
Table of Contents
Introduction......................................................................................................................................2
Identification of the challenges and issues......................................................................................2
Social factors...............................................................................................................................2
Economical factors......................................................................................................................3
Competitive factors......................................................................................................................3
Legal factors................................................................................................................................4
Human resources.........................................................................................................................4
Changes in the marketing mix elements..........................................................................................5
Product.........................................................................................................................................5
Price.............................................................................................................................................6
Place.............................................................................................................................................6
Promotion....................................................................................................................................7
Recommended foreign market.........................................................................................................8
Recommended level of international expansion..............................................................................9
Conclusion.......................................................................................................................................9
Reference.......................................................................................................................................11

2INTERNATIONAL MARKETING
Introduction
Foreign market operation and targeting the new emerging markets are one of the key
operational goals of the contemporary business management. This is due to the fact that in the
current era of globalization, operating only in the home market is not viable as inflow of new
competition will saturate the existing markets. Hence, foreign markets should be targeted in
order to gain the business viability1. This is similar in the case of Wendy’s as because they are
having their major market presence only in the United States, while their close competitors in
their home country went to become global players. In this case, it is important for Wendy’s to
enhance their international presence and business revenue2. However, there are number of factors
to be considered in the initiating the international business strategy by Wendy’s including the
fact that a few challenges will also be faced by Wendy’s in expanding in foreign markets.
This report will discuss about the major challenges and issues that Wendy’s will face in
expanding in foreign markets. In addition, the changes to be made in their current marketing mix
elements for the foreign market operations will also be discussed. Lastly, the most potential
market for Wendy’s will be recommended and international business strategies there will also be
suggested for Wendy’s.
Identification of the challenges and issues
Social factors
1 Wu, Jie, and Xiaoyun Chen. "Home country institutional environments and foreign expansion of emerging market
firms." International Business Review 23, no. 5 (2014): 862-872.
2 Fabling, Richard, and Lynda Sanderson. "Exporting and firm performance: Market entry, investment and
expansion." Journal of International Economics 89, no. 2 (2013): 422-431.

3INTERNATIONAL MARKETING
One of the major issues to be faced by Wendy’s in expanding in a foreign market will be
the different social trends. This is due to the reason that taste and preference pattern of the
customers is different in different countries. For instance, the existing product offerings of
Wendy’s are being made according to the American taste and preference pattern and they might
not be acceptable in the Asian markets3. Hence, it will be a major challenge for Wendy’s to tap
the new markets with their existing product offerings. On the other hand, another challenge will
be designing new products according to the local taste because Wendy’s are not having expertise
in bringing out new local taste based food items and thus, the probability of getting success is
also limited.
Economical factors
Another challenge that will be faced by Wendy’s will be the fluctuating economical
scenario. This is due to the reason that the home and host country of Wendy’s will have different
economical scenario and turbulence in the host country will affect their return on investment. A
huge capital investment is required in expanding in the foreign markets and economical
turbulence will increase the financial risks in terms of this investment.
Competitive factors
The intensity of competition will also get increased for Wendy’s in their expansion policy
to the foreign markets. This is due to the reason that each of the countries is having local
competitors, which are already penetrated in the respective markets. Moreover, these local
3 Li, Ming Hua, Lin Cui, and Jiangyong Lu. "Marketized state ownership and foreign expansion of emerging market
multinationals: Leveraging institutional competitive advantages." Asia Pacific Journal of Management 34, no. 1
(2017): 19-46.