International Marketing: Scope, Key Concepts, and Strategies for Marshfield Bakery

This report discusses the scope and key concepts of international marketing and evaluates the opportunities and challenges for Marshfield Bakery to enter the international market. It describes various routes to international market that Marshfield Bakery may adopt and evaluates the key criteria and selection process that Marshfield should use to enter international market along opportunities and challenges. It also defines market entry strategy and available market strategies including advantages and disadvantages.

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marshfield Bakery and difference in local and international market..........................................3
Assessing the scope and key concepts of international marketing and explaining the rationale
of Marshfield Bakery to market internationally. .........................................................................4
Describing various routes to international market that Marshfield Bakery may adopt...............6
Evaluating the key criteria and selection process that Marshfield should use to enter
international market along opportunities and challenges. ...........................................................7
Defining market entry strategy and available market strategies including advantages and
disadvantages...............................................................................................................................8
Marketing strategy which is adopted by the business for international markets.......................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
International marketing are the marketing activities that happens outside the country.
These include all the awareness and promotion activities beyond the borders. This includes
exports, foreign direct investment, advertisements, franchising, collaborations, digital strategies
etc. this report in based for the international expansion of Marshfield Bakery, a UK based SME,
looking to expand its business beyond borders. The current report highlights the main differences
between local and international market along with the concepts of international marketing. The
report outlines the key criteria of the selection process and routes of international markets by
evaluating the opportunities and challenges at international level. The report evaluates various
marketing strategies that Marshfield Bakery may adopt for a successful expansion and a smooth
run in the competitive and diverse international markets. It analyses the advantages and
disadvantages of international expansion and the importance of effective marketing strategies
and specialized planning for the success of the organization.
MAIN BODY
Marshfield Bakery and difference in local and international market.
Marshfield bakery is a small- medium enterprise based in UK that is famous for its bread,
biscuits, sweets and other bakery items. Incorporated in 2005 as a private limited company
employing around 100 people. It has seen a tremendous growth in popularity and revenues in
the last couple of years and now aims at expanding its business outside UK.
An international market can be described as the market outside the international borders of the
organization's country of citizenship (Asseraf and Shoham, 2019). Any country outside the
territory of the United Kingdom where Marshfield may conduct its business will be considered
an international market for the organization. Thus, any marketing practices of Marshfield outside
UK will come under international marketing. These practices include advertisements,
franchising, collaborations, foreign investments etc. It is completely different and complicated as
compared local marketing.
Meaning- At local level, the company is only responsible for business practices and
strategies for a limited local market but at international level it manages the business
responsibilities of the broad international market.

Growth Opportunities- International market is full of growth opportunities and has
unlimited scope as compared to domestic circuit where the area of business ends at a certain
point due to the fact that domestic market refers to the single country whereas international
market entire globe may be considered.
Government Interference- Government interference is very low and understandable
from the initial stage itself but at international level the companies may have to consider the rules
and regulations and foreign business policies of the selected country and may be abided by taxes
and exchange rates.
Risk- Due to the difference between the cultures, demands, qualities, price desires,
foreign exchange rates and interference of local administration, entering foreign markets may be
a challenging step for Marshfield. Domestic markets do not have these challenges.
Technology- At domestic levels the technology has a less role to play. However, at
international level technology is the key to success especially for the marketing function (Battisti
and et.al., 2021).
Amount of Research- Domestic marketing does not require a lot of research because it
has a limited area to cover with limited customers to deal with having almost same culture and
demands (Samiee and Chirapanda, 2019). On the other hand extensive research and planning is
required in foreign markets as the company unaware of the conditions and characteristics of the
new market.
Consumer Behaviour- Local market deals with similar kind of consumers whereas in
international market, the company may have to deal with variety of customers, their demands
and tastes.
Investments- International expansion requires heavy investment and finances as
compared to the local market.
Challenges- Companies experience several challenges in different countries such as
language, cultural differences, societal beliefs, exchange rate fluctuations etc.
Assessing the scope and key concepts of international marketing and explaining the rationale of
Marshfield Bakery to market internationally.
Scope of International Marketing:

Export- Supplying the goods from one country to another considering the trading
agreements of both the home country and the foreign country is export. It becomes legal only
when worked under certain rules and regulations.
Import- Buying or obtaining the essential goods ans services from other country to fulfil
company's needs for better business.
Re-export- It refers to the export of foreign goods in the same state from authorised
warehouses to the rest of the world. It circulates in the free commercial areas of agreement
through commercial free zones.
Import- Export Laws and Agreements- All the countries have certain laws regarding
import and export of goods and services that makes international marketing very complex and
time consuming (Sheth, 2020). So, it is important to study the procedures and formalities before
entering a new market.
Trade Blocs- presence of unions such as EU, ASEAN, LEFTA etc. may prove to be and
advantage for the organization to enter participating and collaborated nations.
Concepts of International Marketing.
It refers to the idea of the company to improve business by boosting sales, marketing
activities and working on meeting customer needs. The main concepts include-
Production- The main reason of this concept is to produce quality products at cheaper
price. The organization aims at producing products on a large scale and reach out maximum
customers. This may also help in reducing production cost.
Selling- This concept focuses on the idea of selling those goods that the customers
actually want instead of selling what the industry wants. It is an essential concept of marketing as
it influences the customer retention and improve customer experiences.
Marketing- It is the most important thing before entering in a new market. There are
various mediums such as advertisements, social media and print media for pre- promotion of
brand and make a positive impact and reputation of the brand in that market (Cateora and et.al.,
2020).
Rationale of Marshfield Bakery to market internationally.
Marshfield may be looking for overseas opportunities to expand its business globally. It
may be for increase its market share and generate more profits. It has shown a decent domestic
presence and customer base in the last few years and now visions to increase its customer base in

the vast international market (Rana and et.al., 2020). Local markets reach the limit at some point
in terms of opportunities but international markets provide unlimited opportunities to explore and
achieve tons of profit and recognition. Being an international brand is itself a status tag line.
Marketing internationally may be a good move for Marshfield in diversifying the revenue
sources and grow as a brand and upgrade at the economic and classification level.
Describing various routes to international market that Marshfield Bakery may adopt.
The routes to international market refers to the paths through which a new organization
may enter into a new foreign market. There are different methods/ paths that company's use to
enter global markets such as:
Internet and e- commerce- It is a very effective and easy way of marketing. It is very
cost effective and unlimited audience can be reached. E- marketing has become a major source
of marketing in recent time because there are no international borders and barriers (Christofi and
et.al., 2018). E- commerce is the best way to reach out to customers globally without being
present at the local place. It is very innovative yet easy for increasing customer base in the most
economical way.
Franchising- It is the system in which the firm or the organization distributes its products
and services to local investors/ dealers as a franchise (Paul, 2019). The firm here is the franchiser
that provides the brand name, right to use that name legally and equipments and materials. It may
come with certain restrictions and terms of use. It is like a royalty for the firm but regularly
monitored by the franchisers.
Suppliers and Distributors- There are international agents that make deals regarding
supply and distribution of goods and services through licence and agreements. These agents may
be a way of entering the products in foreign markets. They may or may not claim ownership
rights of the products depending on the agreement and might work for number of companies at
the same time.
Collaborations- Joining with another company may be a good idea as the profits and
losses are both shared and new product may bring refreshment for the existing firm and the
existing firm may provide a good base for the new comer. Hence, this is considered as a good
strategies around the world in the 21st century.
Being a food and beverage company, Marshfield bakery may use the franchising route to
enter the international markets. The food products cannot be supplied to long distances as it may

compromise the freshness of the products and nobody will wait for days to have biscuits. Hence,
local production and selling may be the best way to work anywhere by having physical outlets.
Considering the fact that food products mainly depend on local cultures and customer
satisfaction, so tons of internet marketing may not play a big role in the successful run of
Marshfield (Donthu and et.al., 2021). However, franchise rights should be provided by selecting
the best local candidates/ groups who are committed and dedicated towards obtaining successful
results and monitoring them accessibly may be the best route to adopt for the Marshfield Bakery
to enter in international markets.
Evaluating the key criteria and selection process that Marshfield should use to enter international
market along opportunities and challenges.
Proper selection of the market is necessary for achieving the expansion goal of the
business with for the desired success. It is a very important discussion for small and medium
enterprises like Marshfield Bakery. The analysation of the global market conditions is really
essential and can be done by considering the following criteria and selection process before
entering into a new market:
Environment and market analysis- This includes all the factors that may affect the
business of the organization and its operations such as political and social instabilities, safety,
currency volatility and GDP (Osei and et.al., 2018). The government interference and trade
policies and alliance with the home country is an important point to consider. The environment
and market analysis must include the operational difficulties such as administration's attitude
towards foreign companies, legal formalities and procedures, cost of establishment and running
costs (power and energy) and employee laws.
Analysing the competition- Deeply identifying the competitors and studying the
intensity of competition in the market is very crucial before entering a new market. It can be a
big advantage in identifying the mistakes and areas of improvement in the market and the chance
of introducing a completely new and innovative product in line so as to make a unique entry and
attract the attention of the people. It can only be possible after identifying the competitors and
analysing their financial outcome.
Distribution challenges- The distribution channels will describe the growth rate and
expansion ability of the organization. Analysing existing sales structure and selecting the best
route to reach the customers in international market is a necessary factor to make a strategy on.

Tracking the supply chain produce a clear idea for the operation of distribution and the required
investment must be calculated.
Demand analysis- The most important element of a business is demand. No demand
means no supply and no business of the particular good or service (Donthu and et.al., 2021). The
current and latest data regarding the demand of the product and the expected customer base must
be evaluated. This information is compulsory before entering any market and calculating the
development potential and financial outcome.
The vision of entering in the international market is full of opportunities and challenges.
There are various opportunities such as expansion of business building a strong global brand,
increasing higher revenues, serve maximum people and an opportunity to make it to the list of
international giants. But several challenges comes along such as financial resources, market
competition, political and social instability, trade barriers etc. are faced during
internationalisation. Certain challenges including geographical factors, resources and distribution
may be faced by the organization and these challenges may vary according to the target country.
Defining market entry strategy and available market strategies including advantages and
disadvantages.
Market entry strategy refers to the planning of entering and distributing the goods and
services in a new market. At international level, it refers to the production, establishment and
serving through import and export or through distributors and franchising on the basis of legal
agreements (Shin, Noh and Lee, 2018). These strategies are helpful for the businesses to
establish a successful entry in the international markets by preparing effective plans that are
crucial for the success of the business. There may be variety of strategies for entering a new
market with their own advantages and disadvantages. These strategies are:
Exporting-
This strategy of international business is effective for the organization in order to sell the
products directly in the foreign markets by using own resources of the company. This strategy is
crucial for the businesses which aims at increasing the effectiveness of the distribution process in
the external market. It is beneficial for organization to provide their products to the customers
and develop direct relations with them by using appropriate supply chain management in the
global business environment (Hult and et.al., 2018). The major advantage of this strategy is that
it helps in reducing the risk of establishment of the business in a new marketplace. It helps in

maintaining control over the marketing and distribution functions that are crucial for the overall
development of the company. High costs of transport in the international markets is a
disadvantage this market entry mode has which creates difficulties in order to manage the supply
chain properly. Tarriff charges may also impose pressure on the business to maintain their
profitability in the international market and gain better advantage.
Licensing-
Licensing is considered as the entry mode where organizations can provide their rights to
another organization or individuals in order to sale their products and services in the external
markets effectively and increasing the overall benefits that are gained by the business in the
industry. It provides better opportunities to the companies in order to use the goodwill of the
licensee in the foreign markets and increase its competitive advantage in the industry. This
strategy is useful for the business to understand the marketplace effectively and improve the
overall effectiveness of their expansion into the new market (Katsikeas, Leonidou and Zeriti,
2019). It helps in delegating the work to different stakeholders and decreasing the risks and
barriers that will be faced by the business in the foreign markets. It also has certain drawbacks
such as inappropriate licensee in the foreign market which may have a negative impact on the
overall impact of the business in the industry. The global competition may have a negative
impact on the business and it may reduce the different factors that are developed by the business
in the industry.
Franchising-
It is considered as a typical market entry strategy for a successful of the business in the
country which is effective for rapid expansion of the business in the internal markets. It is
appropriate for the organizations that have a specific business model and consider an identical
approach towards expanding their business in the international markets. The risks are bearded by
the licensee in the foreign markets which helps the business to gain better advantage in the
industry (Kowalik and Danik, 2018). An identical global presence can be prepared by the
business in the internal environment with the help of this strategy which is crucial in order to
enhance the output which is achieved by the organization in the industry. The major
disadvantage of this strategy is to control the quality which is provided by the franchisee to the
customers. This aspect can defame the overall image of the business in the global environment
and have a negative impact on the success of organization.

Marketing strategy which is adopted by the business for international markets
Marshfield Bakery may adopt appropriate marketing strategies in order to increase their
reach among the customers of the new market and attract their towards their organization to have
a better experience of their products and service. The company ma understand the culture and rte
language of the locals in the international markets and mould their advertisements in an effective
way for them to relate with the business. This strategy can be useful for the organization to have
a positive impact on the customers and increase their overall productivity in communicating their
brand to the people (Lee and Falahat, 2019). Through market research should be conducted by
the business before entering the market which will be helpful for them to articulate special
elements in their marketing campaigns for giving better satisfaction to the customers. With the
help of these activities, the business may be able to increase their competitive advantage and
attract the customers towards their products.
Global SEO and different advertisement techniques are effective for the business in order
to enhance the experience of employees to gain better advantage. It is crucial for the engaging
the customers towards the marketing tactics that are performed by the business for the overall
development of the results that are carried out by the business for its overall development
(Magnani and Zucchella, 2018). Aggressive marketing on social media platforms may improve
the image of the business in the foreign markets which has a crucial impact on the overall
success of the company in the global environment. With the help of these practices, the business
may be able to engage the customers towards their services and improve the overall impact of the
organization in the external market.
CONCLUSION
According to the above report it has been concluded that the organization has been able
to establish a successful business in the international market which is useful in order to gain
better advantage in the industry and increase the overall competitive advantage of the
organization. The organization could evaluate the foreign markets by considering the factors
which have a significant influence over the business. With the help of an appropriate strategy to
enter the new market the organization can increase its chances of achieving better recognition in
the global industry and improve its changes of growth. Appropriate marketing strategy can be
applied by the business organization in order to promote their products effectively and attract the
customers towards their business.

REFERENCES
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