Internationalisation Process for Marshfield Bakery

INDIVIDUAL REPORT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Overview of Marshfield bakery...................................................................................................3
Recommending the country for internationalisation...................................................................4
Relevant academic theory/models used for the process of international market selection and..4
entry strategies.............................................................................................................................4
Barriers which are faced by the organisation for expanding internationally...............................7
Relevant implementation approach for the internationalisation process for the specified target 9
market..........................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Internationalisation is the process of organisation to produce or sell its products in other
countries by way of expansion in other countries for earning huge profits (Eduardsen, J. and
Marinova, S., 2020). International business are mostly aim of small successful business that
wants to grow more by the process of internationalisation and selecting the suitable country for
operation. Marshfield bakery is United Kingdom successful small company which is selling
variety of cakes, biscuits and snack in UK and Europe taken as example in this report. This
report will include an overview of chosen organisation and discussion of the country in which
internationalisation process will be done. Furthermore, it also include application of the relevant
academic theory/model related to the process of international market selection and entry
strategies. Lastly it will also include typical barriers that will be faced by the organisation for
expanding internationally and relevant implementation approach for the internationalisation
process for the specified target market.
MAIN BODY
Overview of Marshfield bakery
Marshfield bakery is located in Chippenham, United Kingdom and Europe is part of the
Tortilla Manufacturing Industry. This company’s turnover has increased by 155% and launched
13 new products more. This company is selling variety of different cakes, snacks bars, biscuits,
seasonable goods to its customers due to it good taste it is earning good amount of revenue every
year and increasing huge customers every year. Marshfield bakery is earning huge amount of
profits by involving more innovative and more variety of products according to the consumer
taste and preferences and using quality products and performing its social responsibility by
providing healthy good products (Szkudlarek, and et.al., 2020). This company wants to expand
its business for more growth and selling its products worldwide so that it can earn more profits in
future with less cost and reduce competitions. This company wants to expand its business in
those countries where the competition is less and cost of producing the products is less and this
can only done by diversifying or expanding its business in other countries.

Recommending the country for internationalisation
Marshfield bakery expanding its business and selecting the country in which it has more
profits with less cost of production. India will be the best country for Marshfield bakery to open
its branches in this country because it has great number of population and increasing change in
taste for the sweets also increasing. Marshfield bakery can reduce its cost by expanding its
business in India due to low currency value and it can earn huge profits with high currency value
of United Kingdom. This country for internalisation is best because it has less competitions and
substitutes of the products or services by this bakery. Increasing taste for cakes and products of
bakery this the best option for the Marshfield bakery to sell its products and services in Indian
market due low operational cost, and better understanding of the market because 70% of the
Indians understand the language of UK and there will be less barriers for making the Indian
customers to understand the products. Increasing number of population in India the peoples or
customers are demanding cakes for every small occasions for celebration and India has different
religion customers and everyone celebrate their festivals or occasions so this is the best market
for internationalisation process by Marshfield bakery.
Relevant academic theory/models used for the process of international market selection and
entry strategies
Marshfield bakery is using various model/ theory and strategies for selecting the best
market for expansion of business or selling the products in that market for earning huge amount
of profits with less cost and more competitive advantage.
Uppsala model
This model is used by Marshfield bakery for the process of internationalisation and
selecting the best market. This model is developed by Professor Sune Carlson in 1977 in which
the best methods and techniques are used to select the best market for expansion and
internationalisation (Vahlne, J.E., 2020). This theory says that the how companies identify their
investments and activities in different countries step by step learning process and getting the
knowledge through experiences. This model says that the Marshfield should invest in nearby
markets or countries for gaining experiences of how there products are working well or not and
slowly expanding to one or more countries with gained knowledge and experiences. The
Marshfield bakery firstly should invest in nearby markets and areas for knowing all the pros and