International Marketing

Running head: INTERNATIONAL MARKETING
International Marketing
Name of the Student
Name of the University
Author Note

1INTERNATIONAL MARKETING
Table of Contents
Table of Contents
Introduction................................................................................................................................2
Background of the company......................................................................................................2
Evaluation of targeted market................................................................................................4
Market entry recommendations..............................................................................................5
Factors helping the company for entering a developed market.........................................5
The identification of the challenges faced by the small firms in the coffee industry for
initiating a development of their business in the developed markets.................................5
Factors that contributes towards the entry mode selections for the small forms in the
coffee industry for starting their business in the developed markets like London.............6
Marketing strategy recommendations....................................................................................6
The Market Penetration......................................................................................................7
The Market Development..................................................................................................7
The Market penetration......................................................................................................8
Marketing mix........................................................................................................................8
Products..............................................................................................................................9
Place...................................................................................................................................9
Promotions.........................................................................................................................9
Price..................................................................................................................................10
International marketing concepts.............................................................................................10
Conclusion................................................................................................................................11

2INTERNATIONAL MARKETING

3INTERNATIONAL MARKETING
Introduction
The growth and the failure of an organization in the international market generally
depends on the planning of the marketing strategy by the thorough analysis of the external
parameters and the utilization of the internal competencies. The report illustrates the
evaluation of the targeted market of the company Ya Kun Kaya Toast in London together
with thorough explanation of its marketing mix and recommendations for marketing
strategies in the current scenario (Lee, Guan and Chan 2017). Based and originated in
Singapore, Ya Kun is basically synonymous with the culture of the coffee. From the shops of
the heartland coffee towards the modern day counterparts, the café has been serving endless
number of cuppa joes. One of the very establishment of the city of the Singapore is the Ya
Kun Kaya Toast. This home grown local brand of Singapore has become one of the most
quintessential spot for the breakfast and renowned through out the world. The assignment
focuses on the expansion of the comoay or the business to the London, United Kingdom
Background of the company
This home grown brand had its origin from the dreams and the hard work of Ah Koon
who tumbled up to the soil of the Singapore and started working as an assistant at a hainanese
coffee stall. After picking up the tricks of the trade, Ah Koon aroused his entrepreneurial
spirits to initiate own startup with two fellow Chinese immigrants for starting their own
coffee stall business. Though the partners backed out, Ah Koon still managed to run the
business (Ya and Berger 2018). The business started with serving coffee, tea, eggs and toast
and soon various categories of people including merchants, police inspectors, boat operators
started liking his product and the coffee shop business was at a rise. The business started to
grow with the involvement of lots of hard work and sacrifices of Ah Koon. The business
flourished after successful operation of 15 years. Ah Koon named the stall as Ya Kun and