International Marketing: A Case Study of Gousto's Global Expansion

This report examines the international marketing strategies of Gousto, a British meal kit retailer, exploring its rationale for global expansion, market selection criteria, entry strategies, and the adaptation of its marketing mix to different international contexts. The report also delves into the global versus local debate, analyzing the advantages and disadvantages of each approach and recommending a suitable strategy for Gousto. Furthermore, the report evaluates various marketing approaches and competitor analysis, providing insights into the competitive landscape and potential challenges Gousto may face in its international journey.

INTERNATIONAL MARKETING
1

Table of Contents
INTRODUCTION..........................................................................................................................3
LO1.............................................................................................................................................4
P1 SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING.........................................4
P2 THE RATIONALE FOR GOUSTO TO MARKET INTERNATIONALLY AND VARIOUS ROUTES
TO MARKET IT CAN ADOPT.....................................................................................................5
M1 EVALUATE THE OPPORTUNITIES AND CHALLENGES THAT MARKETING
INTERNATIONALLY PRESENTS TO GOUSTO............................................................................7
LO2.............................................................................................................................................8
P3 KEY CRITERIA AND SELECTION PROCESS TO USE WHEN CONSIDERING WHICH
INTERNATIONAL MARKET TO ENTER......................................................................................8
P4 DIFFERENT MARKET ENTRY STRATEGY INCLUDING ITS ADVANTAGES AND
DISADVANTAGES..................................................................................................................11
M4 MARKET EVALUATION CRITERIA AND ENTRY STRATEGIES AND MAKE
RECOMMENDATIONS FOR GOUSTO....................................................................................13
LO3...........................................................................................................................................14
P5 USING YOUR CLIENT ORGANIZATION, PRESENT AN OVERVIEW OF THE KEY
ARGUMENTS IN THE GLOBAL VERSUS LOCAL DEBATE........................................................14
M3 EVALUATE THE CONTEXT AND CIRCUMSTANCES IN WHICH YOUR CLIENT
ORGANIZATION SHOULD ADOPT A GLOBAL OR LOCAL APPROACH....................................15
P6 INVESTIGATE HOW THE PRODUCT, PRICE, PLACE AND PROMOTIONAL DISTRIBUTION
APPROACH DIFFERS IN A VARIETY OF INTERNATIONAL CONTEXTS.....................................16
M4 DETERMINE AND ARTICULATE IN DETAIL HOW TO ADAPT THE MARKETING MIX OF
YOUR CLIENT ORGANIZATION IN DIFFERENT INTERNATIONAL MARKETS...........................18
LO4...........................................................................................................................................19
P7 EXPLAIN AND ANALYSE THE VARIOUS INTERNATIONAL MARKETING APPROACHES
YOUR CLIENT ORGANISATION CAN ADOPT..........................................................................19
P8 COMPARE HOME AND INTERNATIONAL ORIENTATION AND WAYS TO ASSESS
COMPETITORS......................................................................................................................21
M5 EVALUATE VARIOUS MARKETING APPROACHES AND COMPETITOR ANALYSIS............23
CONCLUSION............................................................................................................................24
REFERENCES.............................................................................................................................25
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3

INTRODUCTION
International marketing may be defined as the application of the marketing principles to
more than one country. It is the process of planning and executing the conception,
promotion, pricing and distribution of ideas, products and services to create exchanges that
can meet the need and demand of the customers. There are various benefits of
international marketing which includes increased market share, reaching new customers,
increasing linkage among business etc. (Deresky, 2017). This report explores the different
features of international marketing. It demonstrates the contribution of the marketing in
international context. It further evaluates the main criteria and selection process to make an
entry in the new market. The elements of the marketing plan that can be adapted or
standardised across the international market are also covered in this work. In the last
section, it throws light on the numerous marketing approaches that can be adopted by a
company to achieve the desired result.
In this work, 'Gousto' is selected to make a deep understanding of the international
marketing and various factors associated with it. Gousto is a British meal kit retailer which
offers recipe kit box which includes fresh ingredients and chef-designed recipes. It was
founded in the year 2012 and headquartered in Stepherds, London. This report focuses on
how this company can make an entry in international markets successfully.
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Figure 1: Ingredients in Meal Kit Of Gousto
Source: Www. Gousto.Co.Uk
LO1
P1 SCOPE AND KEY CONCEPTS OF INTERNATIONAL MARKETING
International marketing is the application of marketing activities or principles in the new
country in order to attract the new customers. It is imperative for an organization such as
‘Gousto’ to concentrate on the international marketing to grab the opportunities provided
by the international market.
International marketing has earned a great scope. Due to globalization, the marketing
strategies are not limited to stay confined within the national border. Today world has
become the open market and a company can enter into any favourable market. The scope
of international marketing includes imports, exports, contractual agreements, strategic
alliance etc. (Kotabe and Helsen, 2014).
Imports –A business organizations buy the products from the supplier belong to the
different country and sell the products in local market. A local company purchase the
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products which are not available in local market and it helps the company in meeting the
expectations of the customers.
Export – A company sells its products in the different country in order to enhance market
share and profitability. It helps the company in enhancing brand awareness and in reaching
and making new customers.
Contractual agreement- A company make contractual agreements with other companies in
order to operate its business in the new country. Those agreements can either in licencing
or co-production or even technical assistance. A company can make much agreement
including patents, trademark, brand names etc.
Strategic alliance- a company shake hands with the other company belong to another
country in order to achieve mutual benefits. It helps a company in achieving a competitive
edge over its rival companies (Papadopoulos and Heslop, 2014).
CONCEPT OF INTERNATIONAL MARKETING
The key purpose of international marketing is to grab the overseas opportunities which can
help in grabbing the significant market share and profitability (Morschett, et al. 2015).
6

P2 THE RATIONALE FOR GOUSTO TO MARKET INTERNATIONALLY AND
VARIOUS ROUTES TO MARKET IT CAN ADOPT
There may be various reasons which can be responsible for the globalization of a company.
The key reason which makes a company goes global are outlined below.
 Domestic market saturation
 Slow growth of the domestic market
 The small size of the domestic market
 Suppliers follow their customer internationally
 Competitive pressure
 Attractive cost structure globally
 Growth rate and potential
 Compete successfully in the domestic market
All the above-mentioned reason can invoke a company to operate its business in different
countries. There are many reasons for Gousto to market internationally. The rationale for
Gousto to market internationally are-
 Competed successfully in the local market and have potential to give tough
competition at international level
 Growth rate and potential
 The small size of the domestic market
DIFFERENT ROUTES TO ENTER NEW MARKET
There are different routes which can be adopted by a firm to enter a new country. The key
routes which can be adopted by the company are franchising the company, direct exporting
and joint ventures. Gousto can focus on all these routes to enter the new market to
enhance its market share and profitability.
Franchising the company – It is one of the best and easiest ways to break into the new
market. The only thing a company is to take the existing successful business model and find
a franchisee in the target market.
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Direct exporting- It is one of the most common strategies which allows a company to sell its
products into another country. Gousto can sell its recipe kit box directly in the international
market. It can also help in enhancing the brand awareness of the company.
Joint ventures- It is a partnership between two companies. Gousto can shake hands with
the companies in the new market. Usually, the investment in the joint venture is 50/50 and
shares the profits accordingly (Oumlil, et al. 2017).
The above-mentioned routes can be adopted by Gousto to achieve success at international
level.
8

M1 EVALUATE THE OPPORTUNITIES AND CHALLENGES THAT MARKETING
INTERNATIONALLY PRESENTS TO GOUSTO
There are various opportunities and challenges which is associated with the international
marketing.
The opportunities which can be grabbed by the international market are:
 The enhancing popularity of the purchasing quality ingredients is increasing in
different markets
 Gousto have the opportunity to establish as a global brand
 It can help the company in boosting its market share and profitability
Challenges which can be faced by the Gousto are:
 High taxation and duties of many countries
 Political and economic instability
 Unavailability of sufficient to expand in few markets
Gousto should consider all the opportunities and challenges which can influence the
company in expanding its business in different countries (Schreiter, 2015).
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LO2
P3 KEY CRITERIA AND SELECTION PROCESS TO USE WHEN CONSIDERING
WHICH INTERNATIONAL MARKET TO ENTER
There are different factors which should be considered by a company to enter into an
international market. There are different criteria which should be set by the company to
select a country for the expansion. Gousto can set the different criteria for the various
factors such as political and economic condition, the demand of the market, trade barrier,
availability of resources etc.
Political and economic- Gousto should understand and analyse the political condition of a
market before entering in. It should ensure all the governmental rules and regulations are
favourable for its business. It should also concentrate on the economic factors such as
recession, inflation, exchange rate etc.
The demand of the market – Gousto should choose a market in which demand for recipe kit
box is high as it can reflect directly on the sales of the company. It should avoid the market
in which demand is less as compared to supply. It should also ignore the highly competitive
market as it can affect the profitability of the company.
Trade barriers- There may be different trade barrier which can influence the business of
Gousto. The tax and duties imposed by the government of a new country can reflect
significantly on the profitability of the business. Gousto should make the criteria for all
these factors and should choose the country with minimum taxation rate (Naidoo, 2016).
PROCESS FOR SELECTION OF INTERNATIONAL MARKET
The selection process of an international market includes different stages. These stages can
be followed by a company to select the most appropriate and suitable for its business. The
key stages of the selection process are country identification, preliminary screening, in-
depth screening, final selection and direct experience.
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Figure 2: Process for Selection of International Market
[Source: Armstrong, 2014]
Country identification- A company should consider the different potential countries in
which it can enter through any entry mode. Country identification means to undertake a
general overview of all the available potential countries. Different factors such as social,
cultural, economic and social factors should be considered by the Gousto to select the most
suitable country according to its business model
Preliminary screening- At this stage, a company takes a more serious look at the remaining
potential companies. Company evaluate the countries on the basis of the different set
criteria. The company starts calculating the market entry cost required to enter in a market.
It also considers the suitable entry mode for different countries.
In-Depth screening- After preliminary screen, a company goes for the in-depth screening in
which it collects the detailed information on the target market. In this stage, Gousto can
focus on the volume of its potential customers in the different country.
Final selection- After going through in-depth screening a company makes the decisions
about its target market. Gousto can look at the competitors or other local companies that
have already operated their business in the new market. It would be helpful for the
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company in determining the potential of a market. It also helps in selecting and adopting the
business strategies which deliver a competitive advantage over the other companies.
Direct experience – It is the final step in which marketing manager or the representative of
a company travel to the new market. It helps the company in understanding that what is
similarity and difference between its domestic market and international market (Samiee, et
al. 2015). It can also help the company in understanding that how its competitors are
operating their business. The managers or representative of Gousto can focus visit the new
countries of Asia, Australia or other continents to understand the opportunities and
challenges that can influence its business.
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P4 DIFFERENT MARKET ENTRY STRATEGY INCLUDING ITS ADVANTAGES
AND DISADVANTAGES
There are different market entry strategy which can be adopted by Gousto to enter a new
market. Key market enter strategy are Exporting, Licensing and franchising partnership and
strategic alliance and Greenfield venture
Strategy Definition Advantages Disadvantages
Exporting It is the easiest
strategy to enter a
new market. It
allows a company to
sell its products into
another country
East method and
possess a low risk
Less control over
business,
transportation cost,
less knowledge of
international market
Licencing and
franchising
It is the simplest way
to enter in a market.
The only thing a
company is to take
the existing
successful business
model and find a
franchisee in the
target market.
Easy and fast entry,
less costly
Dependency on
licence
Joint venture and
strategic alliance
It is the strategy in
which a local and
foreign country
shakes hand to
enhance their
profitability
Distribute risks, easy
to collect resources
The conflict between
companies, the
danger of value of
one firm reduce over
time
Green filed venture In this strategy, a More control, the High risk, the
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company implement
a new subsidiary.
gain of knowledge
about local market
involvement of
unknown people.
More setup time
(Papadopoulos and
Heslop, 2014).
Table1: Comparison of different between market entry strategies
14

M4 MARKET EVALUATION CRITERIA AND ENTRY STRATEGIES AND MAKE
RECOMMENDATIONS FOR GOUSTO
There are numerous market evaluation criteria which can be adopted for expansion of
business in international marketing.
Pricing potential – Gousto should focus on the prices that people are willing to pay for a
recipe kit box in the new market. After considering all the factors company should develop
effective pricing strategies to meet the expectation of the customers in the new market
(Armstrong, et al. 2015).
Market size- Gousto should also consider the volume of the people who are interested in
buying its recipe kit box.
Competitive analysis- Company should also consider the level of the competition in the new
market as it reflects significantly on its business operations. The company should avoid the
market which is highly crowded (Morschett, et al. 2015).
Gousto can focus on the strategic alliance and franchising strategic to enter the new market.
Availability of the resources and effective marketing strategies can help the company to
expand its market successfully.
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LO3
P5 USING YOUR CLIENT ORGANIZATION, PRESENT AN OVERVIEW OF THE
KEY ARGUMENTS IN THE GLOBAL VERSUS LOCAL DEBATE
Gousto is planning to expand internationally and it is planning the marketing strategy for
having a successful and smooth transition from local to global markets. A variety of
arguments are there, regarding the globalisation of a company, which are discussed below:
Global vs. Local: Which way to go?
People who advocate the globalisation phenomena assert that the world is becoming a
small village and with the rapid advancement of modern mediums of communication and
transport the globalisation has become easy for companies (Aghdaie and Alimardani, 2015).
The globalisation also provides an opportunity to lower the cost and increase the profits by
achieving economies of scale. On the other hand, the people who reject the globalisation
trend and stress on staying local, argue that there is a large difference in the culture,
language, religious beliefs and local needs of the foreign customers which need to be
considered while planning to expand globally. Companies like Gousto, choose to globalize
their business in order to face the tough competition from international as well as local
companies.
Is it possible to strike a balance between Global and Local markets?
The other way of looking at this debate is surpassing both the arguments and adopting a
third approach for internationalisation which is referred as being ‘Glocal’. This means ‘be
global in approach and act in a local way’. By the help of this approach, companies can strike
a perfect balance between global and local markets. The needs of the local market need to
be analysed deeply and the use of local language in the ad campaigns must be encouraged
so that companies can be able to connect better with the local customers (Bende-Nabende,
16

2017) .The investments must be done directly in the foreign country and the focus must not
be on exporting the goods which are made in their home country and then selling these
goods in the foreign country in the retail market. Instead, the companies need to make the
products according to the local needs, design marketing plan according to the local taste
and give employment to the local people.
M3 EVALUATE THE CONTEXT AND CIRCUMSTANCES IN WHICH YOUR CLIENT
ORGANIZATION SHOULD ADOPT A GLOBAL OR LOCAL APPROACH
In above article, a discussion has been made regarding pros and cons of local and global
business. The local approach for business keeps itself restricted within the geographical
boundaries of the country and all the operation of marketing are designed according to the
local needs. The primary focus of the business is to serve the customers at the local level
analyse their needs and offer such products which are suitable according to the local culture
and customer preferences. However, these companies face tough competition in the market
given by global companies which are able to offer their products and services at a lower cost
due to large-scale production and standardisation. In such environment, these companies
try to explore better business opportunities in the overseas market. Gousto is a company
which sells readymade meal kit. There are a number of companies which are offering similar
meal kits in the market of the UK and the company is experiencing a slight reduction in the
profit ratios over the years. The company is facing tough competition from the companies
such as Home chef, Blue Apron and Hello fresh. The aggressive marketing by these
companies and the launch of new products with added utilities is affecting the market share
of the company. In such circumstances, the company should adopt marketing strategies
which can facilitate its way to internationalisation and improve its profit ratios by applying
standardization in the products and services (Buchalter, 2012).
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P6 INVESTIGATE HOW THE PRODUCT, PRICE, PLACE AND PROMOTIONAL DISTRIBUTION
APPROACH DIFFERS IN A VARIETY OF INTERNATIONAL CONTEXTS
For marketing in an international market, Gousto has to adopt a strategy which will help the
company to establish itself in the global markets. The marketing strategy of the company is
analysed by the product, price, place and promotion strategies, but when planning to
expand in the international market the approach of the marketing mix alters. Such products
have to be designed which suit the international customers and the pricing strategies have
to be adopted according to the need of the local customers (Ferraro and Briody, 2017). The
promotion should be made in a way which is suitable according to the local culture and
taste. The language of all the promotional campaigns must be the local language of the
region so that the marketing efforts can reach up to the maximum number of people. These
are the strategies which should be adopted while designing the marketing mix for Gousto:
PRODUCT
The product range of the company includes a readymade meal kit which is gaining
popularity in the market. This meal kit includes the detailed recipe for making special food
items. This kit also contains all the spices and other ingredients which are used to prepare
the dish in a readymade format which is easy to understand and prepare the meal even for
a beginner. This recipe kit is particularly popular among the young generation and working
people who do not have much time to prepare meals.
PRICE
The pricing strategy adopted by the company is, skimming pricing in which the prices of
products are set high in the starting phase and it is lowered down gradually as the product
becomes old and a number of competitors with similar products enter into the market. The
cost of transport and tariff duties must also be considered while setting the prices (Obstfeld,
2015).
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PLACE
Before reaching into the hands of the customer the finished food item has to pass through a
number of distributors, whole sellers and retailers. The place strategy includes delivery of
the services at the right place and at right time by managing these distribution channels
effectively. In international operations, this distribution channel becomes more complex.
PROMOTION
The promotion strategy for the international marketing requires careful analysing of the
local traditional culture and prejudices. Some practices are acceptable in one country while
they are a taboo in another country, and making standardised promotion campaign for
home as well as a foreign market can result in negative publicity of the company (Wild, et al.
2014).
19

M4 DETERMINE AND ARTICULATE IN DETAIL HOW TO ADAPT THE MARKETING MIX OF
YOUR CLIENT ORGANIZATION IN DIFFERENT INTERNATIONAL MARKETS
Gousto must carefully analyse the marketing policies related to product, price, place and
promotion while expanding its operations to the international market. The marketing
strategies must be specific to a particular country, many organisations have tried to adopt
same marketing campaign in domestic as well as foreign markets and have failed miserably.
For example, when ‘Pepsodent’ expanded its market in South East Asia, the company
started its ad campaign with a tagline claiming, ’It whitens the teeth’. This ad campaign was
offending according to the local culture of the region where black teeth are considered a
sign of attractiveness (Wright, 2016). In the same way, the tagline of Pepsi, ‘come alive with
Pepsi' was translated in the Mexican language which literally meant, ‘Pepsi will bring your
ancestors back from death'. Such incidences happen when a company decides to expand the
operations in a foreign country, without understanding the local culture and tradition. To
avoid such situations, the company should conduct a detailed research of the cultural beliefs
and prejudices of the host country.
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LO4
P7 EXPLAIN AND ANALYSE THE VARIOUS INTERNATIONAL MARKETING APPROACHES
YOUR CLIENT ORGANISATION CAN ADOPT
To facilitate the internationalisation process of Gousto, two types of marketing approaches
may be followed. The first approach is the centralized approach in which the management,
operations and production are done on a central level and the products are exported from
one country to another. The other approach is the decentralized approach in which
administration and the decision making power is shifted to the managers at the local level.
These two methods are discussed below:
CENTRALIZED MARKETING
In centralized marketing, all the administrative decisions are taken by the central head
office. The marketing strategies are planned by the managers at the central office and the
directions are communicated to the local managers of the foreign country. the products are
also made in the home country of the company and the final products are exported directly
to the foreign country. When a company has a centralized system it focuses on controlling
the market sales cycle and managing the team effectively. One setback of centralized
marketing is the increase in expenses due to frequent travel of top managers to ensure
effective communication with the sales and marketing managers (Rupert and Smith, 2016).
DECENTRALIZED MARKETING
In the decentralized approach of marketing, the managers give the decision making
authority to the local sales managers. These managers analyse the local preferences and
design the marketing policy to satisfy the demand of the customers. Giving responsibility to
the local managers gives them the confidence to apply the marketing strategies effectively
and motivates them to work proactively towards increasing the sales of the company.These
21

types of companies invest in a number of countries simultaneously and have their
headquarters in all these countries which have independent decision-making powers.
Although, there is one global headquarter but the system of administration is often de-
centralised and the local managers have the authority to take decisions regarding price
reduction and designing the local marketing campaign. These local headquarters may also
have research and development units in them. The local managers have autonomy to make
decisions regarding marketing functions, but actions of the local managers are not totally
independent, a big tactical decision needs the approval of the top management.
Gousto should choose the centralized system of marketing management, because in this
system the management has better control over the team, as opposed to the decentralized
system where sometimes it becomes difficult for the top officials to monitor the work
progress and the local managers tend to act independently and the decisions are also not
coherent with the mission and vision of the company.
22

P8 COMPARE HOME AND INTERNATIONAL ORIENTATION AND WAYS TO ASSESS
COMPETITORS
HOME ORIENTATION
The home orientation is the marketing strategy of a company which seeks to sell its
domestic products to the foreign market and carries the international operations as the
extension to its local operations. The international operations are secondary and are seen as
means to dispose of the excess production in the domestic market (Huang and Sarigöllü,
2014). The primary orientation is towards the domestic market and the foreign sales are
seen as a mere extension of the domestic sales. The marketing style of the company to the
foreign customers is same as the domestic customers, and company seek for such markets
where the demand patterns are same as the domestic demand patterns. This approach of
international marketing has been quite successful for the exporting companies.
INTERNATIONAL ORIENTATION
In international orientation, the companies attempt to make homogenize the market so that
similar products can be manufactured for a number of countries. The primary purpose of
doing so is to lower down the general price of the products by achieving economies of scale.
These products are manufactured in the factory line at very large scale and due to this large-
scale production, the price of the final product considerably lowers down. These companies
plan their marketing campaign in a way so that one tagline or message of the company can
be communicated in all the countries, generally, this is done by translating the same tagline
in different local languages (Meissner, 2012).
WAYS TO ASSESS COMPETITORS
The detailed analysis of the competitors will help the company analyse the present market
situation in the foreign country and the current strength and weakness of the company
while launching its operations in the foreign market. For this purpose Porter’s five force
analysis is very helpful which is explained below:
23

Porter Five Forces analysis of Gousto
1. Threat of new entrants: The threat of new entrants for Gousto is high because the
meal kit market has good profit margins and it requires a low amount of capital to
start a meal kit business. If there are low barriers of entry then the threat of new
entrant is quite high, but the company has a good brand recognition, and the quality
food products by the company provide a competitive edge to the company (Terpstra,
eta al. 2012).
2. Threat of substitutes: the threat of substitute is medium because the price range of
Gousto's food package is very affordable and high quality of its products provides it
with an upper hand in the market of meal kits. However, the company should
increase its quality and introduce new recipes for the international market to
maintain its competitive position.
3. Power of customers: The bargaining power of the customers is high. In meal kit
market it is difficult to retain the customers because the customers get lured by the
free coupons and other discount offers by the rival companies such as Blue Apron
and Hello Fresh.
4. Power of suppliers: The power of suppliers is medium because Gousto maintains a
good relationship with the suppliers which soppy vegetables, meat and poultry, fish
and seafood, spices, grains, and dairy products. The bargaining power of the supplier
is high when there are few alternatives to suppliers for the company.
5. Industry rivalry: The threat of Rivalry Company is high for the company.
Competitors like Blue Apron, Hello Fresh and Plated have established names in the
meal kit market and the company has to explore new products in the meal food
market so that it can gain substantial market share for its international expansion
plans (Papadopoulos and Heslop, 2014).
24

M5 EVALUATE VARIOUS MARKETING APPROACHES AND COMPETITOR ANALYSIS
For developing an effective marketing plan for Gousto, two types of international marketing
approaches are discussed which are centralized and decentralized. For Gousto, the
recommended approach is the centralized marketing because the food marketing
operations need close supervision and monitoring provision so that the quality of the food
items can be maintained; this approach is not possible in the decentralized marketing
system where decision making is done by the local managers of the concerned marked.
Later, the competitive environment of Gousto is analysed with the help of Porter’s five
forces analysis is which is a tool used to analyse the forces which a have the capability to
affect the competitive position of the company in the market (Akaka, et al. 2013). Analysing
these factors will help Gousto to analyse the current market situation and the strengths of
the company to face the international competitive forces.
25

CONCLUSION
International marketing is the process of expanding the business across the nations. It has
gained much importance after the globalisation of world economies. Even if a company is
not participating in the internationalisation process, still it has to face the forces of
globalisation as a large number of companies are operating in a global environment and give
direct competition to these companies. The current assignment discussed the marketing
plan of Gousto which is a meal kit company and provides fresh ingredients for preparing a
meal, along with a recipe of a particular food item. The marketing plan discussed the
product, price, place and promotion strategies of the company and the competitor analysis
of the company in the international market.
26

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