International Marketing: A Case Study of Terry's Cafe, UK

International Marketing
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Table of Contents
Introduction................................................................................................................. 3
Task 1......................................................................................................................... 4
Task 2......................................................................................................................... 7
Task 3....................................................................................................................... 12
Task 4....................................................................................................................... 14
Conclusion and Recommendations (200).................................................................17
Reference List:..........................................................................................................18
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Introduction
The Terry’s Cafe, UK was established in the year 1982 by Terry in 158 Great
Suffolk Street, London. The Cafe serves the nation with exotic tea, coffee, pastries
and other delicacies within its stores in London. The owner came from the family that
had background of a cook as his father was a chef in the army and mother was a
pastry cook. This is how he develops a passion for starting up a cafe business and
become famous as a successful entrepreneur in UK (Time for Terry's, 2018).
In this report, four tasks states how and why there is a need for Terry’s Cafe, UK to
establish the business in the international market. In the first task, there is detailed
analysis of scope and concepts of international marketing essential routes to it. The
second task, describes about the criteria of the nation and their significance for
choosing it to expand the business. The third task cites the essential elements of the
marketing mix that has to be adopted by Terry’s Cafe, UK to be considered. The final
task explains the various marketing approaches for the cafe.
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Task 1
Analyse the scope and key concepts of international marketing
International Marketing is defined as the application of marketing conducted more
than one nation. It is often termed as Global Marketing. Most of the organisation that
has its business operation globally normally uses internet, social media platforms,
advertisements and others, so that they are able to conduct their business processes
with the help of marketing and can grow their organisational size and brand image in
the international market.
Use a range of sources to define international marketing and highlight the
main differences to local marketing
Local marketing within the geographical regions of the nation while international
marketing includes the marketing procedures such as production, distribution,
promotion and others outside the national boundary.
Is the marketing Terry’s Cafe, UK has its branches only within the national boundary
of United Kingdom. In order to take business to the global market, the cafe needs to
consider the factors that will enable it to expand its business in the international
market (Brown et al., 2016). Some of the major factors are as follows:
Export
In order to take the business in the global market, Terry’s Cafe, UK needs to start
export its goods manufactured within the cafe to more than one country. This way
the people all around the world will be able to experience the tastes of the exotic
foods and beverages that are made within the cafe. The Cafe needs to abide by all
the rules and regulations in respect to both UK and the foreign countries, so that they
will be able to export their food products efficiently.
Import
Terry’s Cafe will be able to increase its stand prominently in the global markets if it is
able to import some of the unique food products that are not available in the nation
and in some countries for the external sources in other countries.
Joint Endeavour
In order to promote the product portfolio and brand image in the international
marketing, Terry’s Cafe needs to collaborate with top restaurants and hotels, so that
they are able to increase its influences both in the local as well as global markets.
Contractual manufacturing and Agreements
With the help of contractual marketing, Terry’s Cafe will be able to reduce the
production costs of the food products by exporting the raw materials to the
organisations in other countries in collaboration and the producing the food products
to serve the tastes of the customers in those countries.
Fully owned manufacturing
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