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International Marketing Assignment Solved - Zenith Pizza

   

Added on  2020-10-22

19 Pages5088 Words303 Views
INTERNATIONAL MARKETING

INTRODUCTIONInternational marketing is the process or application through which companies enter intonew market and deal with global consumers. Present study is based on Zenith Pizza, it is thesmall size enterprise which operates in United Kingdom. It has employed less than 50 employeesand generate reasonable amount of profit every year. Firm is planning to enter into globalmarket. Current assignment will describe the conceptual framework of global marketing. It willanalyses different strategies to tap into new market. Furthermore, study will describe differentmarket entry strategies. Market Evaluation process will be explained in this report. In addition,describe advantage and disadvantage of export or import. Assignment will achieve anunderstanding of how marketing contributes to business strategy in an international market.Study will make argument of global vs local marketing.TASK 1Definition of International MarketingIt is application of marketing principles to undertake marketing activities in more thanone nation. It involves designing of marketing mix in order to enter into global market. It aims atcustomizing the needs and wants of people residing across the globe (Vellas, 2016). The International Marketing is the application of marketing principles to satisfy the varied needsand wants of different people residing across the national borders.PESTLE Analysis of Zenith PizzaThere are various external environment factors that can affect Zenith Pizza. There are two typesof external environment that includes micro and macro environment. Micro environment consistsof suppliers, consumers, employees, culture and many more that can impact working of ZenithPizza. Macro environment factors that can affect company may include political, economic,social, cultural and other factors.PoliticalBureaucracy and interference by government affects the working of ZenithPizza.The government bind the food industry marketers to reveal calorie andnutritional information on the company's website.EconomicalThe inflation rates affects the profitability of Zenith Pizza

Business Cycles stages such as prosperity, recession and recovery traps thedomestic market of Zenith Pizza by influencing its whole functioning.SocialThe awareness of people towards health concerns has affected the market ofZenith Pizza as people are more prone towards healthy food.Technological The initiation of online delivery by Zenith Pizza has directly affected itssales (De Mooij, 2015).LegalThe legislations bind Zenith Pizza to maintain the quality standards for theproduct it is delivering to customers.It has to follow the application of health and safety law & consumerprotection law.Environmental Due to enactment of Environmental laws Zenith Pizza has to introducereuse and recycling of materials.It has to dispose its by proper waste disposal system (Souchon and et.al.,2016).Rationale for Zenith Pizza to enter international marketInternational market operations will establish a scope for generating more revenue andprofit to Zenith Pizza. It will help Zenith Pizza to achieve economies of scale. It will diversifythe customer base of Zenith Pizza. A large pool of customers and competitors on global platformwill increase innovation and management learning of Zenith Pizza (Hampton, 2015). It willmake the business of Zenith Pizza less vulnerable and provide long term stability to the companyAnalysis of strategies for Zenith Pizza Joint Venture:As per the view of Hampton, (2015) A joint venture (JV) is a businessarrangement in which two or more parties agree to pool their resources for the purpose ofaccomplishing a specific task.Zenith Pizza can enter into joint venture by signing a contractwith 1 or more companies by sharing ownership, returns and risks. It will aid Zenith Pizza toenter in new market with gaining economies of scale.Franchising:Yang, (2018) stated that Franchising is a form of business by which theowner (franchisor) of a product, service or method obtains distribution through affiliated dealers(franchisees).Zenith Pizza can obtain distribution networks through franchisees. Zenith Pizzacan license its intellectual property rights, know how, use of business strategies and models to a

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