Internationalization Process for Marshfield Bakery

Local organisation is
seeking to expand its
business internationally for
the first time.

Table of Contents
INTRODUCTION...........................................................................................................................3
CONCLUSION ...............................................................................................................................3
REFERENCE...................................................................................................................................3

INTRODUCTION
It is the basic aim of every company to expand their business by entering new markets
and achieve their business objectives. Their are various kind of methods which can be opted by a
company to capture large market. It is essential that the company must analyse internal and
external business environment of that country where they aim to expand their market. Marshfield
bakery is headquartered in London, UK and it sell various kind of bakery products to their
customers to fulfil their needs and wants. They recently introduce 13 new bakery products and
target the market by their new products. Their popular products are cake and rusk. The following
file covers brief overview of organisation, reason for going internationalization, recommendation
of country for expanding business. Beside this barriers to expand business internationally and
implementation approach for internationalization process.
MAIN BODY
Provide a brief overview of the chosen organisation and the rationale for going international
Company's overview-
Marshfield bakery was founded in 1984 by Paul and Lynne White. It is a family business
which manufacture bakery products which provide home made product's taste to their customers.
This a small business with few employees. They are headquartered in London, UK. They are
famous for expanding their product portfolio by launching few new bakery products every year
to gain customer satisfaction. Their customers rank them high specially for the designs of their
cakes and quality of their rusk. Hence, this is one of the basic quality of Marshfield Bakery
which help them to gain the trust of their customers. Another area of development for Marshfield
bakery is their innovation in their product portfolio. They analyse their existing marketing
conditions and recognize the needs and wants of customers and then introduce those new bakery
products which is having large demand in the market. Recently, they have introduced 13 new
products in the year 2021. they promote their brand through social media marketing where they
upload the pictures and videos of their bakery on social media sites such as Instagram, Facebook,
Twitter and many others.
Reason for choosing internationalization-