A Comprehensive Approach to Drive Business Growth

This assignment content discusses the paramount nurturing strategy and tracking/measuring results and feedback for What2eat. It highlights budget and cost structure processes including SEM, SEO, Show Prices Indicator, Mobile website and marketing, Email marketing, Online videos, Remarketing, Repo Management, Campaigns corresponding to Business needs, Capital Investments, Website Up gradation, Campaign management, Web Analytics, and Website operations. Additionally, it outlines metrics and KPIs for What2eat, including engagement on websites, traffic sources, online campaigns, social interactions, landing page conversion rates, and different landing pages for different countries. Finally, the content provides a campaign structure, advertising groups, and AdWords account templates.

Introduction
Going global is indeed an achievement for any organization, especially small and ambitious
companies always look forward to achieving this feat. So, to successfully transform a business
from local to international requires efforts to address the factors that play a pivotal role to get
that done. What2eat is such a company that aims to make a global presence at a time when it is
making impressive profits at the local level. Social media management has been an effective
strategy for creating a trustworthy brand name as far as people’s views were concerned. Now the
management of What2eat feels that the brand is amply ready to reach out for the global audience.
By doing extensive research, we have decided to replicate our success in three important
countries – China, India and United States.
The following report addresses all the aspects that are necessary for the successful global launch
– the strategies based on different demographics of these countries, strategies with regards to
their applicable laws and customs, budget constraints, production costs and time constraint etc.
Global and Local Management
The global marketing strategy does not in any manner construe that the local market is absent
from the picture. In fact, the local and global market-specific plans are complementary.
Marketing on the global scale helps in setting the framework as well as the local marketing also
sets in and operate comfortably. There are some important areas of marketing that could be
seamlessly taken to the global level such as branding, brand guidelines, strategic planning,
budgeting, marketing campaigns, social media management, research strategy and global PR
(Zou & Cavusgil, 2002). While, the areas that can be better managed locally include local
initiatives, tactical campaigns, social media channels known locally and local partnerships and
events.
The strategy related to local and global management being used by What2eat is dividing markets
into tiers. Such a market helps in identifying territories according to their potential returns. With
this strategy, the top tier markets are able to access higher budgets and they become autonomous
(Jain, 1989).
The head office of What2eat is situated in Dublin and it is ready to perform its central support
functions effectively and efficiently. The restructuring of the global strategies of What2eat will
be controlled from head office so that it will be easy to identify barriers and obstacles for
achieving company objectives. Communication is extensively used for internal and outside world
in order to maintain and build What2eat’s reputation. It will be done by raising the profile of
overall work as well as by influencing the government policies of these countries to our benefit.
The top management is getting closer to the domestic market in order to address challenges
going to appear in foreign subsidiaries. The head office will also be responsible for consolidating
individual strategies of different markets belonging to different countries. Therefore, it will be
very helpful in achieving consensus as to what could be the obstacles the company might face in
different countries.

Implementation
The corporate strategy department will be responsible for implementing the strategies by
communicating the framework and work details. It will be the main body and the overall leader
so that the branches of What2eat being opened in different countries will have to be in a constant
touch with this department. If the strategy is to develop new product line, then a market survey
will be very crucial know understand as to what features would be relevant according to the
market. The design department will then start creating the products.
Coordination
Coordination will be the key feature of corporate strategy department in order to take initiatives
as per the requirement of the strategies (Wind, Douglas, & Perlmutter, 1973). Proper and
sequential work scheduling and ensuring the utilization of resources that will be available in
different markets. If for instance, the new products were to be developed, then the
implementation department will have to execute marketing survey, design and production and
finally promotion and launch will be scheduled on the basis of coordination. The monitoring
process will be very important for taking corrective action in in case the branches fall behind
schedule.
Evaluation
When the implementation and execution are carried out as per the plan, then the corporate
strategy department will also be responsible for evaluating whether the applied strategy has
achieved the targeted results. Therefore, it will be done with the help of other participating
departments. They are expected to provide feedback as well as report with the help of key
performance indicators. If in case the performance does not reflect the projections, the corporate
strategy department will take responsibility to plan additional measures and then the concerned
departments will be intimated to get the required work done. If the evaluation is centralized on a
particular dedicated department, then it provides a better control of the processes and hence there
will be more effective measures for ensuring the achievement of overall targets (Ruekert,
Walker, & Roering, 1985).
New Global Markets
This product is meant for anyone regardless of their age, sex or any other background as far as
the consumers are interested in monitoring their diet properly. But the specific target audience is
conscious about its special dietary needs and this specific target audience consists of vegans,
vegetarians and coeliacs. So, the market we want to move into will constitute these
aforementioned consumers in the markets of China, India and USA. However, What2eat also
aims to raise the awareness in the public at large regarding the essence of what our product can
provide them.

Brand Expansion in China
China is gradually inching towards becoming the biggest market in the planet and almost all the
known brands belonging to different countries have been successfully conducting their
businesses there. Being the most populated country in the world, China offers a low hanging fruit
in the form of growing consumerism as the disposable income of the consumers has been
growing exponentially (Luo, 1998). So, there are several ways to promote the brands and attract
the customers in China. We are going to use three key strategies in order to expand What2eat in
China:
i. Closing the cost gap: managing the costs will be very important in China as its
consumers are reluctant to spend more on foreign products. Their propensity is to buy
local brands at a half price. So, our strategy will be to utilize the local suppliers, cutting
production costs and passing it to the customers and in that way close the cost gap.
ii. Adding products and channels: as per the research conducted by our marketing
experts, we found that the adding of products and channels will be an effective strategy
for foreign brands due to the cost structures for starting at the top. This strategy will
also be helpful in breaking into the mass market quickly. Besides, China in today’s
scenario has open cities, special economic zones, open zones with better
communication and transportation as well as it is now providing well-developed
industrial bases.
iii. Bringing the local brands onboard: What2eat has a fair idea that at the time of the
entry, the biggest barrier will be competition from local companies. We found that
China’s “big six” dairy companies control well over half the local milk market.
Therefore, the mix of global and local brands can be an effective strategy. Apart from
that, China’s growing economic expansion has also created an expanding consumer
market and therefore it has generated a growing need for the imported goods as well
(Cui, 1998).
Brand Expansion in India
India of late has registered a significant economic growth in present scenario. In terms of GDP
growth, it is number one in the world today with around 7.5 %. Its consumer story has been
driven by millions of entrepreneurs that have contributed in achieving this feat.
With growing disposable income along with the rising impact of the social media, Indian
consumers have started to splurge money on a lot of things, particularly clothes and food items.
There are a number of factors that make India a hot potato for the businesses around the world as
hundreds of brands are already eying the Indian market eagerly. It has a consumer base in terms

of 1.2 billion people along with second largest labor force in the world and perhaps the cheapest
(Wagh, 2013).
What2eat also strongly feels that India being one of the most rapidly expanding consumer class
in the world can serve for us as a goldmine for business opportunities. Indian consumers are
increasingly getting aware about their health issues and therefore adopting healthy lifestyles
more than ever. The management and marketing experts of What2eat have found that this is the
best opportunity for us to enter Indian market and apply the effective strategies for attracting this
growing market of potential customers. It was observed that most of the global companies in
India have a market leadership position based on their product/ service portfolio strengths.
Brand Expansion in USA
There is no doubt that United States continues to be an economic giants in the world even today.
It mas the broadest customer base so it gives the foreign companies a leading advantage of
exposing their business to a wider audience. So, such a heavy market of potential customers also
has a huge potential to drastically improve sales and profits. The different cities and variety of
markets in United States provide an opportunity for successful business expansion and can put
the firms into a positive place.
As far as the opportunities for What2eat in the American markets are concerned, the market is
picking up steam and the greenback is sound. As per the IMF, American economy is on track
once again. Because of the fact that the government policies are favorable and tax rebates in
certain regions makes it more accessible than others.
The growing diversity as well as the overwhelmingly homogenous gender and ethnicity of the
United States makes it an ideal place for the companies such as What2eat to effectively conduct
business. USA is also growing base of those consumers who have gotten really tired of their
eating and drinking lifestyles. This huge population is feeling a desperate need to change their
lifestyles and want to start focusing on their special dietary needs. This is where our brand
What2eat will fit into the picture because it is the high time that such customers made a choice to
use our product and services (Townsend, Yeniyurt, & Talay, 2008).
Landing Pages
The fact that our product is essentially a mobile application for the people who are health and
dietary needs, and also we are making it a global brand by taking its services in different country
to do business, then we had to make sure that What2eat had effective, attractive, relevant and
workable landing pages. So, effectively the landing pages that our designers have created are
basically standalone web pages. They are strategically designed to have a single focused
objective. Fundamentally, it is the page where the visitors and customers arrive at after opening
the What2eat application in their mobile devices or computers for that matter. Which is why, we
made sure that our landing page did not have global navigation to link it to the primary website.
The reason being the visitor is needed to be limited to the options available that finally help them
guide towards the intended conversion goal.

We have basically used two types of landing pages – Click through landing pages (having goal
of persuading the visitor to click for going to another page) and Lead generation landing pages
(used for capturing user data in order to market the product).
The following is the image of layout as to what our landing page would look like.
The layout of our landing pages will be greatly affected due to language localization because of
the obvious challenges due to language and cultural barriers in different countries. By making an
extensive survey in these countries, our marketing experts have collected valuable information
regarding the demographics. The different cultural norms also produce differing habits, likes and
dislikes of the people living in these societies (Mannise, 2014). So, as far as a successful
business expansion is concerned, our company will have to respect them completely. These
cultural practices do greatly affect the company’s product or service, therefore, it could affect our
sales, marketing and our overall business strategies. Thus, our landing pages reflect the necessity
and respect for these countries’ people’s local ideologies and the layout of our landing pages
have, therefore, been designed accordingly. It also shows that we are trying to build a
relationship with the people before we get down to the business.
Now, it is very important to understand the various tax codes and various business regulations
being applied in different countries and different regions. If we do not follow and address these
aspects of law characterized by different laws of land, then What2eat will likely be facing tax
codes and compliance issues. For an instance, some foreign country banks might hesitate in
dealing with the account based on different country because of the administrative burden. So, the
foreign business entity and the bank accounts issues might affect the business of What2eat in the
event of going global. Therefore, our landing pages also reflect the attributes of these laws and
customs in their layouts. Our layouts have all the aspects of the laws and local customs that will
be of a great help for them to navigate in the pages.

Budget and Campaign
What2eat has decided to go global with a consolidated Budget of 25,000 Euros. This budget will
be spent on the marketing campaign in these three countries combined. The campaign start date
of What2eat is just arriving within few days. The campaign start date regarding the launching of
What2eat reflects the essentiality of the services that this mobile application is going to provide
to the customers of these countries. Moreover, there is a growing customer base of the
smartphone users around the world and with it the mobile applications are galore and surplus in
today’s ever expanding and overarching digital mobile telephony (Ali & Khusro, 2016). Because
of this excess of these mobile applications and services associated with them, chances are quite
there that somebody else might come up with the same idea of launching similar kind of mobile
application in these countries. So, we need to finalize our strategies and stick to the date of
campaign, no matter what, in order to launch our application in these countries as soon as
possible.
The effective marketing campaign that we used for launching What2eat in the countries
mentioned above will be carried out by the following steps:
 Selecting the target audience
 Setting our goals and determining key performance indicators
 Determination of our offer
 Identification of our relevant channels, such as websites, social media, emails,
cellphones, search engines and videos.
 Creation and optimization of landing page of our application.
 Defining our paramount nurturing strategy, and
 Tracking as well as measuring the results and feedbacks.
Budget and Cost structure of What2eat
Processes Allocation (in %)
Initiatives
SEM 25 – 30
SEO 8 – 10
Show Prices Indicator 5 – 10
Mobile website and marketing 8 – 10
Email marketing 4 – 6
Online videos 2 - 4
Remarketing 4 – 8

Repo Management 2 - 3
Campaigns corresponding to Business
needs
15 – 25
Capital Investments
Website Up gradation 15 – 25
Campaign management 8 – 10
Web Analytics 2 – 3
Website operations 2 - 3
Metrics and KPIs
Metrics refer to the tools with which we measure the performance of any business entity.
Fundamentally, these measurements have nuances regarding fulfilling goals and performances
attached to them (Bauer, 2004). While, KPIs indicate how the company is performing as per
different factors. So, they refer to specific matrices that are crucial for the company. What2eat
being a digital business entity, is using the following important KPIs and matrices:
1. Engagement on websites: the companies that have a reasonable presence on the internet
are needed to ensure their appearance because it serves a gateway through which
customers recognize their products, services and values. So, the KPIs that provide
information as to how the website and hence product is working are - Number of site
visitors, Number of unique site visitors, Return visits to website and Return visits to
website.
2. Traffic Sources: These will indicate the relevant sources that will drive the visitors
towards our application. It basically constitute three important traffic sources – direct,
referral and search. So, if there will any increase from any traffic source, it will indicate
that customers are liking the brand and the conversion rates will be increased.
3. Online Campaigns
i. Cost per mile: it is a common measurement method that is utilized for all the
major advertisement processes. So, the number of impressions will indicate the
customers’ needs.
ii. Cost per click: This method is most popular with search engine advertising
(Google, Yahoo & Bing) for keyword bidding however is also available across
other display networks.
iii. Click through rate: the success is measured by analyzing how many numbers of
clicks have been received by an ad. The ad will be strategically included in the
website.
4. Social Interactions: social media is a significant element for our inbound marketing
strategy that will allow us to share content with the users and engage us with them. The
Social Interaction KPI will measure the effectiveness of our social media campaigns in
fostering positive engagement.

5. Landing Page Conversion Rates: it is the most profound indicator that will tell us how
many people are visiting and how many of them are getting converted into potential
customers. So, the landing pages should include all the necessary requirements.
Different Landing Pages for Different Countries
The following templates show as to how our landing pages will look like according to the
markets in which What2eat is going to launch.
For China

For India

For USA

Campaign Structure
AdWords
Account
Keywords Ad
Text Landing
Page
Keywords Ad
Text Landing
Page
Keywords Ad
Text Landing
Page
Keywords Ad
Text Landing
Page
Advertising
Group
Advertising
Group
Advertising
Group
Advertising
Group
Advertising
Campaign
Advertising
Campaign

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