International Marketing: Developing Strategies for Market Expansion

International Marketing
Management, Entrepreneurship
and Innovation

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Explain why firms develop international marketing, and prepare a PESTEL analysis of a
chosen foreign market for identified products/services..........................................................1
Generation of innovative product idea along with opportunity evaluation through SWOT. .4
Devise an outline marketing plan for a foreign market..........................................................5
TASK 2............................................................................................................................................6
Covered in PPT.......................................................................................................................6
TASK 3............................................................................................................................................6
Environmental audit of GREGGS PLC and evaluation of its strategic position....................6
REFERENCES..............................................................................................................................11

INTRODUCTION
International marketing can be referred to as the procedure of application of marketing
techniques as well as principles on a worldwide scale with a view to enhance the market share of
organisation (Pegan, Vianelli and de Luca, 2020). While gaining access into a new market place,
the sole motive of an enterprise is to identify as well as tap the consumer behaviour existing
there and thereby influence them to make a purchase of organisational offerings. This becomes
possible only when the entrepreneur is keen to leverage innovations within the enterprise to
appeal to new base of citizens.
The present project is based upon GREGGS PLC which is the biggest bakery operating
within the confines of UK market. It is globally renowned and offers a wide variety of products
to customers to build a loyal base of people. The management of this entity seeks to gain access
to a new market place and carry out international marketing thereby to enhance its reach and
market share. The report consists of the reason behind firms conducting international marketing
and generation of ideas for development of new product or service. Further, it includes business
proposal for the new product or service. Lastly, the project constitutes Porter’s Five Force
analysis and PESTLE analysis to determine the strategic positioning of company.
TASK 1
Explain why firms develop international marketing, and prepare a PESTEL analysis of a chosen
foreign market for identified products/services
In the modern era, companies across the globe leverage international marketing owing to
a number of reasons. Usually, organizations go worldwide in light of the fact that they need to
develop or grow activities. Some other reasons constitute creation of more income, recruitment
of new skilled individuals, leveraging differentiation, lessening costs and capitalising upon
investment opportunities (Samiee, 2020). Once in a while, governments also boost ventures into
worldwide markets so as to facilitate economic development. Thus, it can be said that going
international allows firms to enhance their market share as well as their reach amidst people.
GREGGS PLC is a renowned brand name within the confines of UK today. Looking
upon the popularity of this brand in domestic market as well as some other nations across the
globe, the management of this bakery firm has decided to facilitate market expansion by
leveraging international marketing. The market that has been selected by GREGGS PLC is UAE.
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To successfully appeal to the people of this nation, the management of company has decided to
diversify organisational offerings by incorporating gluten free and organic bakery items. In this
regard, it is important for the firm to analyse the viability of business environment of UAE to
feasibly gain access into this marketplace and inflate the existing level of revenues of GREGGS
PLC. For this purpose, PESTLE analysis has been conducted by the respective bakery which
would provide assistance in development of effective strategies and tactics for flourishing within
the confines of UAE. Thus, the analytical framework in relation to identified product segment
(gluten free and organic bakery items) is presented as follows:-
Political Factors:
Over years, the legislature of UAE has been indicating inflating worry in connection to
expanding number of diabetic and obese patients within the confines of nation. This inflates the
demand for organic and gluten free bakery items within this market. According to a research
conducted by Mintel, UAE has emerged as the major market for gluten free food offerings,
especially within the bakery segment (What are the next major markets for gluten-free? UAE
leads growing Gulf interest, 2019). Thus, coming up with such healthy offerings in UAE by
staying lined up with the wellbeing related issues witnessed by residents of this country is a
remarkable idea.
Economic Factors:
The economy of UAE is magnificent yet an enormous extent of populace of this nation is
hit with diabetes and / or obese (Fojas and et. al., 2018). Thus, the idea to launch gluten free or
organic items of bakery segment is effective and coincides with the health conscious nature of
people belonging to this region. This would appeal to such proportion of Emiratis who are not
able to consume bakery items because of the large extent of gluten or other harmful ingredients
present in them, which inflate the probability of individuals getting inflicted by diabetes and
obese.
Social Factors:
The inhabitants within the confines of UAE over the time have generally been worried
about their wellbeing because of rising number of diabetes and obese struck individuals in the
domestic territory. Thus, organic and gluten free bakery offerings would meet the needs and
demands of such individuals. Further, social media has emerged as one of the growing trends
within UAE, with Emiratis spending approx. 2.5 hours of their day upon this. In this regard, out
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