Global Marketing Strategy for Just Eat plc in Poland

Just Eat-Individual Case
Study Analysis

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
The company..........................................................................................................................3
The Market.............................................................................................................................3
PESTLE Analysis of market of Poland:............................................................................3
Competitive analysis: .......................................................................................................5
The global marketing strategy................................................................................................5
Marketing Mix: .................................................................................................................5
Segmentation, Targeting and Positioning: .......................................................................5
Rationale of expanding in Poland and the likely risks: ....................................................6
Summary................................................................................................................................6
Recommendations for successful international expansion strategy:.................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Global Marketing Strategy is defined as the strategy which encompasses nations from
distinct regions in the globe and focuses on coordinating the marketing efforts of an organisation
in markets of these nations (Baena, 2019). This report is based on the case study of Just Eat plc
which is one of the leading online food ordering and delivery service firm of United Kingdom.
The company wants to expand its business in new market, i.e., Poland for which a marketing
communication plan is prepared. This report covers information about company, the market in
which firm wants to enter, global marketing strategy along with marketing mix and STP and the
summary based on overall analysis. At last, some recommendations and brief conclusion is
provided in the project.
MAIN BODY
The company
Just Eat plc is one of the online food order and delivery service of Britain which works as
an intermediary between customers and independent take out food stores. The company is
founded by Jesper Buch, Henrik Ostergaard and Per Meldgaard in year 2001 and its headquarter
is located in London, United Kingdom. Currently, the firm is operating successfully in 13
countries and is a pioneer of online takeaway food market by bringing constant innovations in
the industry (Bahadir, Bharadwaj and Srivastava, 2015). The brand is a market leader and
connects millions of consumers with over 1,00,000 restaurant partners. The segment of company
includes United Kingdom, Denmark, Ireland, Mexico, Canada, New Zealand etc. The company
is operating a leading hybrid marketplace globally for delivering food online. This innovative
platform enable consumers to find out local take out restaurants where they enable to place
orders and pay online for it. After getting huge success in current markets and financial
implications of enter into Australian market, the company is looking to expand its business
further into new market, i.e., Poland.
The Market
PESTLE Analysis of market of Poland:
PESTLE Analysis is a framework which is used to analyse the a factors of business
environment that impacts on operations and activities of a company (Baker, 2014). It includes