Strategic Marketing for Marshfield Bakery Ltd in China

Strategic Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Explaining product, country and conducting macro environment analysis so that possible
opportunity can be identified......................................................................................................3
Market entry modes for international business...........................................................................6
Market segmentation...................................................................................................................8
Porter Generic strategy................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Strategic marketing refers to utilization of practices that can help in achieving
organizational objectives by developing distinct characteristics & sustainability. In the current
era, it is essential for company to pay attention on developing strategic marketing techniques so
that higher profitability and sustainability can be attained. The current report is based on
Marshfield Bakery Ltd (MBL) which is one of small organization operating in manufacturing
industry & offers products like rusks, biscuits, cake, etc. The main aim of firm is to expand its
operational practices in China by offering cakes with speciality of sugar free aspects so that
targeting customer like health conscious people can become possible. Present case study will
involve PESTLE & SWOT analysis so that depth of prevailing circumstances can be identified.
Current case study will include market entry options & apply SATPO model so that significant
aspect regarding offering products & targeted audience can be identified. Present case will
include porter’s generic strategic in turn details of prevailing of industry can be obtained to make
strategic decision.
MAIN BODY
Explaining product, country and conducting macro environment analysis so that possible
opportunity can be identified
Marshfield Bakery Ltd is one of the small enterprise that operates in manufacturing
industry. It is looking forward to expand its operational practices in China as related industry is
growing at CAGR of 9.2% which is beneficial for the organization. Rapid growing factor can
largely contribute MBL have higher market share in sector so that continuous profitability can be
derived. China market of cakes, pastries, etc. is mainly driving change in lifestyle and
increasing consumer preferences for health that can allow specified organization to have
competitive advantages (Perera, 2017). On the basis of faster growing rate it can be identified
that expanding in Chinese market can be good option. In addition to this, more information in
respects to macro environment can be identified by applying PESTLE analysis so that all
opportunities and threats can be recognized.
PESTLE Analysis
Political factor

In china, political condition is one of the significant factor which need to be highlighted
while taking decision regarding expansion & diversification. There is larger impact of political
relation in smooth functioning of business which decides sustainability of company in China. In
addition to this, there are few factors which need to be taken into consideration which includes
government regulations, legal issue, etc. Tariff, tax, policy, trade restrictions, political stability
play important role in influencing business practices in both positive and adverse manner (Zahari
and Romli, 2019). In order to get sustainability by Marshfield Bakery Ltd while conducting its
business activities in china requires firm to largely adopt proper compliance with the political
stability, tax, etc. related policies in turn higher relationship can be maintained.
Economic Factor
It includes aspects like GDP, unemployment, saving, interest, etc. highly share in
deciding movement of business practices. In addition to this, Marshfield Bakery Ltd as being
cake manufacturing firm largely need to understand economic factors of China so that significant
evaluation of taking decision regarding expansion can become possible. The growth rate of
specified industry is 9.2% which is positive sign for MBL so that various benefits can be
attained. It is possible to achieve cheap labour, raw materials, etc. so that smooth functioning can
be exerted (Casañ, Alier and Llorens, 2021). Supply chain, trade policy, etc. are good factors
which need to be taken into practice as positively influence business activities,
Social factor
It largely helps in assessing existing consumer trend as this element largely pay attention
on identifying attitude, belief, market trend, etc. so that accurate & suitable decision formulation
can become possible. Chines customers’ lifestyle, preferences, taste, etc. has been changed as
compared to previous. The social trend of China in respect to cake has changed which can have
enabled customer to largely concentrate on having healthy products so that their objectives can
be accomplished. Marshfield Bakery Ltd can favourably get affected from this prevailing social
trend of China that can enhance productivity and profitability of business.
Technological factor
This sis crucial for organization to ascertain that its firm has enough capacity to cope up
with current technological requirement of industry. This highly share in making operational
activities in effective by optimum consumption of factors of production in turn better processing
can be done. In China, technologies keep on changing as it is highly advanced in innovations