Understanding International Marketing Strategies for Marshfield Bakery

This report covers the scope and key concepts of international marketing, rationale for Marshfield Bakery to enter the international market, opportunities and challenges faced by businesses, evaluation criteria, entry strategies, and marketing mix adaptation. It provides recommendations for Marshfield Bakery to develop effective international marketing strategies.

International marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................4
Scope and key concepts of international marketing....................................................................4
Rationale for organisation to choose international market and the routes it can adopt...............4
The opportunities and challenges that are faced by a business while entering market...............5
The key criteria and selection process to use when considering the international market to
enter.............................................................................................................................................6
The different marketing strategies, including advantage and disadvantages...............................7
The marketing evaluation criteria, entry strategies and make recommendations for the
Marshfield Bakery.......................................................................................................................8
SECTION 2...................................................................................................................................10
Application of marketing mix in international marketing.........................................................10
Context and circumstances in which a company should adopt global or local approach and
implications for Marshfield bakery...........................................................................................11
The reason and the way to adapt the marketing mix for Marshfield bakery in international
market........................................................................................................................................11
Analysing the international marketing approaches....................................................................11
Comparison of home and international orientation and ways to assess competitors................12
The different marketing approaches and competitor’s analysis in relation to Marshfield Bakery
and recommendations on the way they should operate in international context.......................14
Recommendations on the way organisations should maintain effective structure....................15
CONCLUSION..............................................................................................................................16
REFERENCES................................................................................................................................1

INTRODUCTION
In the functioning of a business at the marketplace, marketing plays a key role by selling
products and services to different customers (Baporikar and Fotolela, 2021). The marketing is an
important business function which makes a company competent in the international market.
International marketing helps large multinational companies to survive in the in global
marketplace and also lead the marketplace. In this report various dimensions of marketing are
covered that develops international marketing strategy. This project contains a brief overview of
international market routes and opportunities and challenges in international marketplace. In this
project international marketing strategies are explained with advantages and disadvantages. In
this project example of Marshfield bakery is taken into consideration which is a major bakery
and confectionary that is based in United Kingdom. The bakery has decided to develop
operations in USA in order to develop international operations by focusing on desired marketing
strategy.

SECTION 1
MAIN BODY
Scope and key concepts of international marketing
International marketing is a wider term which helps in development of marketing operations
and strategy. International marketing includes effective and determined strategy by the
management to perform necessary functions and activities (Dion and Sitz, 2020). The
international business organisations should follow precise functions and tasks of international
market for business development. Key concepts and scope of international marketing is
mentioned below:
 Joint ventures- In this approach, two or more companies fresh start a business for the
development of different operations. In order to operate internationally in America, the
Marshfield Bakery can also select this approach.
 Collaboration- In this approach two companies merge with each other to form a new
company which leads to develop expansion in the business. The collaboration makes the
company’s operations dynamic and specific operations.
Rationale for organisation to choose international market and the routes it can adopt
The Marshfield bakery should choose to enter international market in order to gain
immense success at the marketplace. The Marshfield bakery can develop operations in
international market by having collaboration with a bakery company of America. The Marshfield
bakery can also develop operations in the international marketplace by starting a fresh business.
The company can also choose licensing as a major practice to develop operations related to
international market. The rationale to choose behind entering international market is mentioned
below:
 Increase in profitability- The international market offers companies to sell more
products in international marketplace which helps in increasing the profitability of
the company. In order to increase the revenue and turnover of the company, it is
important to develop operations in the global market. Marshfield bakery can
develop operations by increasing profitability of the whole company in specified
time.

 Expansion and growth- By establishing operations in the international market, a
company can gain effective expansion and growth at the marketplace. The
expansion and growth is achieved in a short time frame with help of systematic
international business strategy (Fajaruddin and Hania, 2018). Marshfield bakery
will be able to expand operations in the international market by establishing global
market.
 Systematic and stable operations- The operations in international marketplace
brings stability in business operations as it requires professional strategy.
Marshfield bakery will establish systematic operations with the help of trained and
skilled staff.
The opportunities and challenges that are faced by a business while entering market
There are many opportunities are present in the market which the company can grab to
make their company success in the international market. The brief discussion related to
opportunities are given below.
 Increasing trend of healthy foods: - There are many difficulties faced by the business
organisation of the United Kingdom and also other organisation of the world due to the
COVID outbreak. There are many opportunities are also arising due to this pandemic is
that the preference and taste of customer shifted towards the healthy foods. The main
reason behind this is people become more conscious about their health. It is an
opportunity for the Marshfield bakery to develops the healthy bakery product and uses
creative methods of marketing in international market to achieve the goals and objectives
of the organisation effectively.
 Increasing trend of online shopping: - At the time when the all the government of the
respected countries restricts the passage of peoples from one place to another without any
proper reason and all the shops and business are commanded to shut their business. One
of the habit which develops in most people is shopping online with the help of E-
commerce websites to purchase the product services (Folinas and Fotiadis, 2017). This
opens many opportunities in the market for business organisations related to conduct their
business online and become successful. It is an opportunity for the Marshfield to develop
online application which enables their customer to purchase their product online and
earns huge revenue from it.

The key criteria and selection process to use when considering the international market to enter
There are many criteria and selection process are present with the company which the
management of the organisation has to consider to enter in international market. The brief
discussion related to these are given below:
 International marketing objectives: - It is very important for the management of the
organisation to develop effective objectives to expand their business in the international
market. These objectives provide road map and direction to the employees and
management of the organisation to achieve them. The management of Marshfield bakery
has to develop effective business plan which contains clear objectives of the business to
enter in American market.
 Preliminary screening: - it is related to the screening of the international market where
they want to conduct the business. This screening is conduct before the entry of the
organisation in international market (Foltean, 2019). Under this method company
analyses the opportunities and threats present in the market and impact of these factors on
the company. It is the duty of managers of the managers of the Marshfield to screen
various threats in the market of America to established their business without any
difficulty.

The different marketing strategies, including advantage and disadvantages
In the functioning of a business at the marketplace, marketing strategy and its selection is major
work of management. The business should take into consideration advice of board of directors
and top level management to develop desired strategy. Marshfield bakery will choose from the
following marketing strategy in the international business environment:
 Social media marketing- In this strategy, a company performs majority of
operations by using social media. In the recent times, information and technology is
growing at a rapid speed in the market. The social media marketing also includes
major steps related to advertisement and publicity for a particular business. The
main advantage of social media marketing is it helps a business to reach customers
all across the globe. Main disadvantage of international marketing is it can put a
direct harm on stealing information of customers by cyber-attacks.
 Search engine marketing- The search engine marketing, helps a business to
develop marketing operations with the help of internet. In this approach an
appropriate search engine is selected by the business for example Google. Then the
search engine is optimised by skilled and trained IT professional to perform major
marketing operations (Heggde and Shainesh, 2018). The major advantage of this
strategy is that, it helps a business to provide crucial circulation of information to
the customers.
 Email marketing strategy- This marketing strategy is extremely beneficial
approach which helps a business to reach customer in a quick manner. The
Marshfield bakery should develop email marketing strategy with the help of IT
management to gain desired market growth.

The marketing evaluation criteria, entry strategies and make recommendations for the Marshfield
Bakery
It is important for a company to evaluate whole criteria related to marketing in order to
develop the desired goals and objectives. In order to enter global market, the Marshfield
bakery should adopt following marketing evaluation techniques:
 Market size- The size of market plays a key role in developing a marketing related
evaluation. In the recent times, most of the company’s focus is on determining
market size in order to develop evaluation. Marshfield bakery should evaluate the
market size in a systematic manner to develop effective market size.
 Cost of customer acquisition- Customer acquisition is the main priority of a
business and it should be decided by the company to calculate cost of customer
satisfaction. Most of the major companies in market, also focus on whole evaluation
criteria in order to lead the marketplace.
 Cost of value delivery- The value delivery cost calculation is also an effective major
consideration for evaluation of market (Kotler, 2017). The value should be
developed in order to deliver different products and services, also the cost of delivery
should be calculated by considering consumer buying behaviour.
International market entry strategies:
 Export- The export related market entry strategy includes transferring goods and services
to other country. In order to fulfil demand of different customers in other countries, the
export related operations are performed. The Marshfield bakery, should perform
exporting of its various bakery products in American market.
 Import- This is also major type of business technique which is effective in developing
international trade practices. In this approach a business performs import and export
related operations, the import practices helps in fulfilling major demand of products and
services in self country. In other words, import includes the operations related to
demanding international products.
 Licensing- This is also an international marketing approach, which helps the business to
take authorised license perform major operations. The licensing includes, effective
development of business firm by taking license of a company to operate in international
market.

 Company ownership- The company ownership is another major business technique
which includes the establishment of effective operations. A business can establish itself
as a company in order to grow to in international market by developing a legit company.
The Marshfield bakery is also involved in formulating a new company to perform major
analysis. Company ownership is essential for a business in order to take decisions on sole
basis and also different operations stay effective.
 Outsourcing- The business outsourcing is an effective way of solving the problems of a
business by transferring workload to another company (Lo and Campos, 2018). It is
major role of a business to outsource its different services to other companies in order to
minimise pressure.

SECTION 2
Application of marketing mix in international marketing
The marketing mix play a key role for development of marketing operations in different
countries in global business environment. The role played by marketing mix for Marshfield
bakery in international market is mentioned below:
 Price- The price of a product is the cost of product with including profit as it helps in
deciding product price. It is essential for a business entity to decide effective prices for
products and services in order to attract large number of customers. Prices should be
developed according to product in order to sell it at reasonable rates to customers.
 Place- This is the geographical location selected by the business to sell products and
services. The place is necessary to be decided by selecting proper location for the
business functions in order to lead the marketplace. Marshfield bakery will select New
York as a major city to perform major operations of bakery.
 Promotion- It is crucial for a company to perform publicity and advertisement of a
product by developing precise promotion (Morrison, 2022). The promotion technique
used by a company should be professional in nature in order to reach out large number of
customers.
 Product- The final output produced by a company in order to satisfy wants and needs of
the customers is known as product. Marshfield bakery should maintain quality in its
products and services for developing competitive advantage.

Context and circumstances in which a company should adopt global or local approach and
implications for Marshfield bakery
In order to select global or local approach at the marketplace it is essential for a company to keep
in mind different factors. The different factors selected by a company in order to go global or
local are mentioned below for Marshfield bakery:
 Involvement of risk- The risk involved with operations of company should be calculated
in an advanced manner. A business should perform assessment of risk with the help of
effective techniques and models in order to select global or local approach.
 Nature of market- Nature of market should be identified at the first glance in order to
analyse the whole scenario. Before deciding the local or global approach, it is major
responsibility of management to decide nature of market.
 Preparedness of management- The business should analyse, the level at which the
management is prepared for different consequences of international market. Management
of a company should be trained effectively with different skills in order to enter in global
or local market (Shimpi, 2018).
The reason and the way to adapt the marketing mix for Marshfield bakery in international market
A company should adopt marketing mix in international marketplace, to increase the sale of
products. Marshfield bakery is going to adopt marketing mix in order to increase stability of
marketing operations. The marketing mix should be adopted by Marshfield bakery for the
following reasons:
 Marketing mix and its application helps a company to achieve sales objectives and
targets.
 This approach helps the company to reach out target customers in a significant
manner.
 Marketing mix a company to maintain competitive edge along with increasing
profitability.
 Marketing mix helps a company to expand internationally with minimisation of
risk.

Analysing the international marketing approaches
The different marketing approaches helps a company to develop ethical and systematic
operations. It also helps a business to develop in international market with effective competitive
strategy. The main two approaches which can be selected by Marshfield bakery are mentioned
below:
 Direct investment- This is a major approach in conducting business in the
international marketplace as it includes direct investment. Direct investment is
performed by a business in the host country with investment of capital. Marshfield
bakery can also perform investment in the international market with large amount
of capital to perform effective operations.
 Partnership- Partnership is the major technique or approach of doing international
business which includes ownership of two or more persons (Westjohn and
Magnusson, 2017). In the international market, many different business
organisations are marketing based which minimise risk and includes sharing of
profit.
Comparison of home and international orientation and ways to assess competitors
In the business functioning, it is essential for a company to develop competitors’
assessment for home and international orientation. It is important for a business to select right
orientation with the help of strategic and top level management to develop business practices.
The companies in global market always focus on developing a perfect plan which is helpful in
business growth in a short span of time. It is important for the Marshfield bakery to develop
effective competitive approach while comparing home and international orientation is mentioned
below:
Home orientation International orientation
The home orientation requires less amount of
risk.
International orientation require more amount
of risk associated with operations.
The home orientation requires normal capital
investment.
This approach requires high amount of
investment.
Home orientation includes less number of
employees.
The international orientation on the other hand
requires large number of trained employees.
The involvement of information and High degree of information and technology is

technology in the operations is very low. required in international operations.
Normal planning is required in the case of
home orientation.
This requires professional strategic planning
which is important for business growth.
This requires basic operations and simple
techniques.
The international orientation requires high
level decision making.

The different marketing approaches and competitor’s analysis in relation to Marshfield Bakery
and recommendations on the way they should operate in international context
Marketing approaches-
In context of Marshfield Bakery, related to its marketing approaches are having been
discussed below: -
Product or commodity Approach- In this approach product or commodity is the main focus of
companies in order to do marketing. It evaluates various factors which is to be considerable by
the companies in order to market their products or services are its distribution process, problems
that can be faced by producers, customer satisfaction, and other factors related to products and
services. In context of Marshfield Bakery product and commodity marketing approach help it by
making focus on all these factors which are related to marketing of their offerings.
The Institution Approach- In this marketing approach companies give contract to various
institution in order to do marketing of their product and services. By the use of it companies scan
has an idea about marketing their products and services in most effective manner (Yadav and
Rahman, 2018). In context of Marshfield Bakery institution marketing approach makes their
marketing most effective by giving marketing contract to institutions.
Porter's Five Forces
Porter's five forces model is a systematic tool which help companies to analyse or
evaluate competitive factors which make them strong from others as well as its also analyse its
weaknesses and threats. It analyses five forces related to company’s competency level are
Competition in the industry, potential of new entrants into the industry, power of suppliers,
power of customers and threat of substitute products. In context of Marshfield Bakery, these
competitive forces are discussed below: -
 Competition in the Industry- In this force of porters companies analyse those factors
which create problem for the company in order to survive in long term. There are many
competitors in baking industry which create problems for the Marshfield Bakery. It is
essential for them to analyse their competitors that may create problem for them.
 Potential of New Entrants into an Industry- New entrants can also create problem for
the existing firm. It create huge competition for them which makes weak position for the
other firm in the market. By making strong Barriers for entry of new firm can help
Marshfield Bakery it survive in market in most effective manner.

 Power of Suppliers- Many suppliers are existing in the market are selling similar
products and services in the market can also create problems for the company. In context
of Marshfield Bakery, they also analyse factors related to supplier that are exist in the
market.
 Power to Customers- Customers are important factors for the company and it can also
create various problems for their survival in the industry. It is necessary for the
Marshfield Bakery to analyse factors customers and they also make efforts for fulfilling
their satisfaction also.
 Threat of Substitutes- It is important for the Company to analyse its substitutes that are
exist in the market and also create problem for them. Marshfield Bakery is also focus on
its Substitutes that are exist in the market and create problems for them.
Make recommendations on how it should operate in an international context
 When a company operate its business in the international market it provides various type
of benefits to them. One of the most important benefit of it is risk minimization.
Marshfield bakery can minimize its risk in international market while understanding
them.
 It also helps companies in is strategic management in order to manage their operating in
most effective manner. Marshfield Bakery can also make its strategic management more
effective while operating its business in international level.
Recommendations on the way organisations should maintain effective structure
Organised Structure in the Marshfield Bakery helps them in order to take decision in
most effective manner. This will help them to take decision regarding their business operation
and provide various type opportunities in order to make strong position in the international
market. It can also help them operate its business in multiple location and expand in the global
market in most effective manner (Zavattaro and Fay, 2019). It also helps them to improve its
employee’s performance which is also important for any company in order to improve its
efficiency as well.

CONCLUSION
From the above stated report it can be concluded that international marketing is a major
type of business activity which helps in developing competitive advantage. The above stated
report concludes that it is important for a business to hire trained and skilled marketing
professional for business growth. This discussion also concludes that it is major role of
marketing management of a business to take assistance of best marketing approach. The above
report concludes that it is important task of a business to develop marketing operations in a
systematic manner for expansion of business. This report also concludes that it is important for a
business to select right marketing strategy in order to conduct operations in an ethical manner.

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