Chopped: Analyzing Global Market Entry Strategy for London Branch

This report provides a comprehensive analysis of Chopped's market entry strategy for the London market, specifically focusing on opening a branch within a convenience store. The paper explores the concept of global marketing and indirect exporting as a cost-effective and less risky approach. It details the advantages of this strategy, such as reduced financial burden, leveraging the existing customer base of the convenience store, and minimizing logistical complexities. The report also addresses potential disadvantages, including cultural differences and the need for a modified marketing mix. Furthermore, it examines Chopped's strengths, such as its focus on healthy food and competitive pricing, and potential threats from local competitors. The report outlines key performance indicators (KPIs) like food safety and brand consideration, as well as the importance of market analysis, understanding local competition, and adapting the business model. It highlights market growth trends, regulatory considerations, and key demand drivers in the London food market, including sustainability and transparency. Finally, the report emphasizes the supportive business environment in London and the impact of government regulations and taxes on the food industry.

RUNNING HEAD: Global marketing 0
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Global marketing

Global marketing 1
Global marketing implies selling products globally. It comprises the complete procedure of
planning, manufacturing, placing and endorsing products of a company in the international
market. This paper defines the appropriate market entry strategy for the Chopped to open a
small branch inside a convenience store in London. Chopped offers fresh, sparkling and
nutritious food, served quickly. The mission of the company is to provide modest and
delightful ways to add healthy food picks into the busy day (Al‐Khatib, Al‐Habib, Bogari and
Salamah, 2016). The company believes in offering quality and fresh produce and provides the
option of creating your own menu. Chopped believes in innovating methods to prepare and
offer clean, healthy and fresh food. It is committed to informing and educating about clean
and nutritious food choices.
There are several ways by which Chopped can enter in the international market. Out of
various marketing strategies, the company can make indirect exporting to enter into the
market of London. It is an economical and upfront way to enter into the new market. It is the
most communal method which can be used by the company in order to conduct business
internationally. Chopped does not have a need to build marketing infrastructure overseas to
reduce the financial burden. It reduces the financial burden on the company. The indirect
exporting is useful in improving foreign market sales significantly (Banerjee, Prabhu, and
Chandy, 2015). The channel partners can make use of agents or distributors based on the
target export market. It is the easiest way to provide products and services to the end users.
Since Chopped will sell products through the existing network and the customer base of the
convenience store. A good convenience store will have reputation, contacts and in-market
experience which is going to be helpful for the Chopped. But the company is still going to
requisite apposite provision for the overseas marketing and the sales of the product. The
indirect exporting is effective as for market entry and sales progress can be fast due to the
partner’s client base. It is almost risk-free for the company to begin. The convenience store
will take care of all the formalities regarding documentation, shipping arrangements,
attaining licenses from the government departments, financial, political, credit risks and more
(Rao-Nicholson and Khan, 2017). It also demands the least involvement in the export
process. The company is also going to have limited liability for the marketing problems as the
store is there to finger at. Chopper even does not have a need to concern about the shipment
and other logistics. The company can even field test the products for the export perspective.
The convenience store can even provide the necessary support to the Chopper for the
products. The indirect export equally allows focusing on the domestic business to the

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company. The local presence of the convenience store is reassuring for the company to attain
buyers. The company does not have a need to suffer stock of unsold stock. The sales,
marketing, and other costs can be shared between the channel partners. It is easier for the
Chopper to follow up on forecasts and service existing partners (Vigani, et. al. 2015).
Chopper will be advantageous in the London market as it will have accessibility to the more
customers. The sales in London will lead to more sales as a result more profit can be
generated and foreign exchange can also be earned. It can generate more employment in the
host country as well. The disadvantages of entering the London market can be faced in the
form of a different culture. It is not necessarily the culture to be the same in the home and
host country. The rules of the government may not support the growth of the company in
London. The company even need to adopt a totally different marketing mix in the market of
London.
The strength of the Chopped can be identified by offering quality service and a memorable
experience. The healthy food and the nutrition are provided by the company serving less on
calories. The food safety is taken seriously by the company. The other strengths consist of the
pricing structure like offering lower price menu (Manrai, Manrai, and DeLuca, 2017). It can
make use of special promotions like buying two meals and getting one for free. Cooper can
face threat from the local competitors of the London. The recession may also reduce the sales
as the spending among the people has condensed due to the less disposable income.
The key indicators are measurable values which determine how effectively Chopped is
attaining business objectives. The key indicators can be measured by options like food safety,
stock and brand consideration. Chopped keeps track of the temperatures, ingredient shelf life,
sterilization, and the must-haves. The exact procedures depend on the local regulation and
laws but it is non-negotiable. The stock ties with the shelf life and the working capital. It
affects production efficiency because product efficiency is a critical enabler to produce a
product. Detailed information is required on the downtime and waste losses (Schlegelmilch,
2016). Chopped is already an established brand in Ireland. It can easily attain a market share
in London due to its reputable image. These key indicators are helpful for the Chopped to
take entry in the market of London.
Chopped has a good rating in the market overall. The brand provides prospects to grow and
progress. It is easier to select the menu due to the option of creating own menu. It adds extra

Global marketing 3
time and real value to the outputs. The ratings of the company even help in converting
prospective customers into real customers (Leonidou, Katsikeas, Samiee and Aykol, 2018).
Chopped can face many issues in the local market of London. The issues required to be
considered by the Chopped know the market, analyzing the local competition, deciding the
best business model, choosing an appropriate partner, constructing permits and more. The
company is required to conduct consumer research and get an idea of the target market (Kolk,
2014). The competition can be analyzed by adopting a cost-effective approach. The best
business model is necessary to adapt to compete with local companies. A local partner is
needed by the company to begin the venture in London. It is a great issue to get permits. The
permission can be obtained by the relevant theories.
The market in London is growing faster than the previous years. The food companies
continued to rise and represent 66.8% growth. The London market wrapped worth £1.4
billion in 2015 and it was the market size by value (Smith, 2016). The market size gives an
idea of the sales potential in order to launch into the market of London. The market growth is
a function of economic trends and consumer tastes. It boosts to the potential growth of the
company.
The labeling of the genetically modified (GM) food has become significant as the new rules
concerning to GM have come into power. The purpose behind it is to notify clients regarding
buying products. The increased regulations in the food industry affect the marketer's decision.
Chopped is required to adopt proper health and safety guidelines associated with the food.
The competitive environment in London affects the price measures. The promotional
activities are promoted in response to the local competition.
The key demand drivers’ influences the food market are enhanced foods, sustainability,
augmented transparency and food packing design. Adding nutrition and proteins to the food
has become trendy as people look for the food which is functional as well as enjoyable.
Sustainability is one of the effective key demand drivers (De Mooij, 2018). It is based on the
product and usage and is a significant concept to the average food consumer nowadays. The
augmented transparency for the ingredients and the nutritional information creates an
opportunity to build loyalty. The information can be attained through scanning QR codes and
accessing information via social media. The food design is important as it reflects tastes and
objectives. The packing is required to be bio gradeable and easy to recycle.

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The London economy has witnessed a continuous change over the years. The food industry is
the leading industry now. The country supports the establishment of new food companies and
the development facilities. It detects and supports the development of food companies. The
country supports e-businesses and the development for the future. London remains the best
place to conduct business activities (Williams, Mummalaneni and Erramilli, 2015).
The food market is greatly influenced by the taxes like GST. It has resulted in the changes in
the prices in the food outlets (Altshuler and Goodspeed, 2015). The government has
familiarized strict guidelines for the food sellers to update customers about the ingredients
contained. The fast-food companies are responsible for the health of the public linked to food
in London. These companies have to follow the regulations imposed by the food standard
agency. The food companies in London rely on migrant workers (Harris, 2015). These
workers are supplied through the agencies. The food industry in London faces potentiality of
the labor shortage.

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