Strategic Marketing for Iceland Foods LTD to Enter Germany Market with Organic Fresh Veggies and Fruits Meals

STRATEGIC
MARKETING

EXECUTIVE SUMMARY
Strategic marketing defined as a process which are utilised by company to differentiate
ourself from rivals to stay in competition along with focusing on strengths to offer services and
values to the customers. This report is highly effective to understood the benefits of strategic
marketing within organisation sustainability and profit generation. This report are based on
Iceland Foods LTD that are leading private retailing industry deals in frozen foods and groceries.
Now they want to expand their business in Germany with new products i.e. organic fresh veggies
and fruits meals such as vegan pulp drink, fresh sandwiches that are not frozen etc. as they were
highly healthy and effective for people who consume it. To effectively operate in new country
with product Iceland Foods emphasis on analysing macro environment by using pestle and focus
on chosen best market entry options. Further it demonstrate porter's generic strategy to gain
competitive advantage at marketplace.
Table of Contents

EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................3
PESTLE ANALYSIS..................................................................................................................3
MARKET-ENTRY OPTIONS...................................................................................................5
MARKET SEGMENTATION...................................................................................................7
PORTER'S GENERIC STRATEGY..........................................................................................8
CONCLUSION .............................................................................................................................10
Recommendation...........................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic marketing refers to a way where organisation effectively emphasis on
differentiate their products from the competitors by strengthen their capitalising to provide better
customer experience other than rivals companies. It is a game plan which is used to reach the
prospective consumers for turn them into customers of their offerings. This mainly evolve
around the values of companies and proposition (Beirman, 2020). This report is based on the
Iceland Foods, UK where manager hire a consultant working in Ashanti marketing solutions who
provide best solutions to operate in a new country so that firm generate high profitable results at
marketplace. Iceland Foods UK is a British supermarket chain who mainly sales frozen foods
along with prepared meals and vegetables (Abubakar, Abdullahi, and Ibrahim, 2021). Now
they want to operate their business in Germany with the organic fresh veggies and fruits meals.
This report elucidates the several aspects that involves the analysis of macro environment using
PESTLE analysis along with opportunities and threats that Iceland Foods would face while enter
into the Germany. Further it demonstrate the three modes of market entry so that best one is
selected out from the number of alternatives that are highly beneficial for organisation. It also
involves the STP model so that Iceland Foods effectively targets the market to generate number
of profitable results prominently and effectively. At last it demonstrate the analysis of porter's
generic strategy that is used to gain competitive advantage at marketplace where manager
recommend the one strategy to target the market by attracting the number of customers.
Aim of this report
This report elucidates the several aspects that involves the analysis of macro environment using
PESTLE analysis along with opportunities and threats that Iceland Foods would face while enter
into the Germany.
PESTLE ANALYSIS
It is a kind of management tool that is used to analyse the market environment which
affects companies profitability and sustainability (Adomako, and et.al., 2021). In terms of
Iceland Foods, manager need to assess pestle factors to enter into Germany with their new
products (organic fresh veggies and fruits meal). As these factors are useful to examine