Coursework One: Wenzel's International Market Entry Strategy - 6GN502

Desklib provides past papers and solved assignments. This project analyzes Wenzel's international market entry strategy.

STRATEGY FOR WENZEL’S ENTERING TO
INTERNATIONAL MARKET.
BY GROUP
J. ATAPATTU
C.ATAPATTU
Y.FERNANDO
SUBJECT: INTERNATIONAL ENTREPRENEURSHIP
6GN502
COURSE WORK ONE

CONTENTS
◦ 1. 7 P’S ANALYSIS OF WANZEL’S
◦ 2. MARKETING ANALYSIS
◦ 3. INTERNAL ENVIRONMENT ANALYSIS
◦ 4. EXTERNAL ENVIRONMENTAL ANALYSIS
◦ 5. MARKET ENTRY STRATEGY
◦ 6. POTENTIAL MARKET
◦ 7. SUMMARY
◦ 8.CONCLUSION

1. THE 7Ps
MARKETING MIX
ANALYSIS OF
WENZEL’S
◦ 1.1 PRODUCT: Wenzel is one of the reputed
bakeries situated in north London. The
product list of the company are included of
the fresh bakery items such as different types
of breads, patties and other baked snacks
such as cakes and cupcakes.
◦ 1.2 PROMOTION:For their promotional
strategy, they believe mostly in the word to
mouth policy. However, they also use visual
media and social media.
◦ 1.3 PRICE: The Company offers different
prices of their products. For having the
competitive advantage they claim to offer
their cupcake of only 3 pounds.
◦ 1.4 PLACE: The Company is situated at North
West area of London and they have their
physical stores as well as online stores
◦ 1.5 PEOPLE:About 30 people work for the
company including their bakers, accountants
and delivery persons
◦ 1.6 PROCESS:Wenzel offers their customers
to come to their shop and select their
products. They also can customize their
products accordingly.
◦ 1.7 PHYSICAL EVIDENCE:The employees
working in the store of the company and their
physical store, both are the physical
evidences

2. MARKETING ANALYSIS
◦ 2.1. SIZE OF THE MARKET: Currently, the company is developing their business in north west
London, although they want to spread their business in the EU and outside EU.
◦ 2.2. GROWTH: The Company started their business as a physical store, however, recently they
have started delivery of their products through online.
◦ 2.3. CUSTOMERS: Mostly children, although adults having sweet tooth also like their products
◦ 2.4. MARKET SEGMENT: Demographic and psychographic
◦ The organization is developing their business in the North West London and they want to
develop their business in all over the EU. In future, they have planned to open their stores in
the
Asian countries such as Japan. The target market of the company is mostly the children who
like to have products like cakes and cupcakes. However, the company also segmented their
target market with the adults, whom they offer their sweet and savoury platter.

3. INTERNAL ENVIRONMENT OF WENZEL’S
◦ 3.1. FINANCE: The company runs with the capital invested by their founders, although in the recent time,
they require investment from the outside investors in order to develop their physical stores in the different
parts of EU and also into the Asian countries such as Japan.
◦ 3.2. PEOPLE/ HUMAN RESOURCES: The organization has a human resource department and they are
responsible for recruiting and selecting new employees for their different job roles. As the company claims
to be a growing company with great opportunities, they are accepting applications from the trained and
fresher applicants for their catering jobs. In the different sections such as retail, head office, baking and
making cakes, applications are being invited from the organisation and the Human Resource Department is
responsible for recruiting people for these posts
◦ 3.3. INTERNATIONALIZATION OBJECTS: The company deals with different baking items such as bread, Cakes
and cupcakes. All of these items are claimed by in almost all parts of the world and hence the company can
enjoy the benefit of Internationalization of their products.
◦ 4.4. DEGREE OF INTERNATIONALIZATIONAL KNOWLEDGE: The company uses Different techniques and tools
from different parts of the world to make various types of sweets and savouries. For making products that
belong to the different parts of the world they can achieve the internationalization knowledge and the
Different techniques of baking and cake making around the world.

4. EXTERNAL
ENVIRONMENTAL
ANALYSIS OF
WANZEL’S
◦ 4.1.1 POLITICAL: The EU as well as the UK is going
through the turmoil of Brexit and hence the political
condition of the countries in the EU it is not that
effective to open a new startup business. It is also has
been seen that the influence of foreign direct investment
can help to initiate the political and economical
condition of the countries in EU.
◦ 4,1,2 ECONOMIC:UK being the fifth largest economy of
the world by nominal GDP has seen the recession and its
effect on the economical condition of the people and the
country as well. The mentioned company has been also
in trouble in the time of recession however they have
been able to overcome the situation with help of
government that took necessary important and effective
steps to overcome the situation.
◦ 4.1.3 SOCIAL:UK is being considered as the big
consumer market where the concept of social class is
still prevalent. The increased population of the country is
being considered as one of the ageing generations
among the various countries of the world.
◦ 4.1.4 TECHNOLOGY: Technological advancement has
been developed in the country and London is considered
as a great hub for technological and Financial
Institutions.
◦ 4.1.5 ENVIRONMENTAL: UK has made a prolific and
significant improvement in the environmental activities
by reducing the negative actions regarding environment.
The sustainable development has been witnessed in
almost every field of the country and the residents of
the country are also aware of it.
◦ 4.1.6 LEGAL: According to the legal landscape of the
UK it can be stated that almost all organisations try to
be in compliance with the employment act 1996 which
ensures the right of the employees.

4.2 PORTER’S 5 FORCES
OF WATZEL’S
◦ 4.2.1 SUPPLIER POWER: The company is
dependent on their suppliers that supply them
with the fresh raw materials
◦ 4.2.2 BUYER POWER: Buyers have a lot of
options to choose from. However ,the
organization is facing competitions from the
different local Bakers in the North West London
as the buyers are taking products from them.
◦ 4.2.3 THREAT OF SUBSTITUTION:
Organizations such as Crazy Baker, Edwards
Bakery and London cakes are being considered
as the substitutes of the mentioned
organization
◦ 4.2.4 THREAT OF NEW ENTRANTS: Threat of
new entrants is prevalent in the industry as
there are many home bakers who can enter
into the industry and be the Rival of the
mentioned organization
◦ 4.2.5 COMPETITIVE RIVALRY: Competitive
rivalry is prevalent as there are a number of
cake shops in the North West London. Home
based Bakers are also providing competitive
rivalry to Wenzel.

5. MARKETING ENTRY STRETAGY FOR DUBAI IN DUBAI
◦ 5.1 DUBAI
◦ 5.1.1 LICENCING : It would not be applicable
◦ 5.1.2 FRANCHISING: Companies in Dubai can take franchise from Wenzel
◦ 5.1.3 PARTNERSHIP: Wenzel can have the ability to have be a partner from Dubai
◦ 5.1.4 WHOLE OWNED SUBSIDIARY: It would not be applicable
◦ 5.1.5 UPPSALA MODEL: It would not be applicable

5.2 MARKETING
STRATEGY FOR
BACELONA IN
SPAIN
◦ 5.2.1 LICENCING : Would be
applicable as market is large
◦ 5.2.2 FRANCHISING: For rapid
market entry , it can be used
◦ 5.2.3 PARTNERSHIP: As the
culture and social structure is
similar with UK, it would be
effective
◦ 5.2.4 WHOLE OWNED
SUBSIDIARY: Would not be
applicable
◦ 5.2.5 UPPSALA MODEL:
Would not be applicable

6.POTENTIAL MARKET
CHOSEN
TOKYO IN JAPAN
◦ 6.1 TOKYO MARKET
◦ SEGMENT ANALYSIS
◦ 6.2 PORTER’S 7Ps
◦ ANALYSIS
◦ 6.2.1 PRICE: Price should be set
according to the local affordability
◦ 6.2.2. PROMOTION: Print media, visual
media and social media can be used
◦ 6.2.3 PEOPLE: Mostly school students
should be targeted
◦ 6.2.4 PROCESS: The baking process
should be transparent
◦ 6.2.5 PRODUCTL Cakes, Cupcakes and
breads
◦ 6.5.6 PLACE: In the areas where schools
and colleges are situated
◦ 6.5.7 PHYSICAL EVIDENCE: The offline
store should be developed

SUMMARY
◦ The whole study has been developed over the marketing process of the baking company, Wenzel and their
market entry strategies in the different countries of the world. The study have also stated that in order to
manage the business in the other countries of the world, the marketing strategies taken in the UK, should
be changed.

CONCLUTION
◦ The study has aimed to develop the fact that the marketing strategy and the market entry strategy of an
organization should be developed according to the country and their culture. Both the strategies are
different along with their implementation process in Dubai and Tokyo in respect to London.