Cornish Pastries: Strategic International Marketing Plan for Pakistan

This report details a comprehensive international marketing plan for Cornish Pastries, focusing on expansion into the Pakistan market. It begins with a justification for selecting Cornish Pastries and the chosen target market, followed by a PESTLE analysis of Pakistan to assess political, economic, socio-cultural, technological, ecological, and legal factors. The report then appraises the target market, considering size, growth, competitor profiles, and trends. It recommends market entry methods, including exporting, licensing, franchising, and joint ventures, with a preference for direct exporting. A detailed marketing strategy is developed, outlining objectives, product development, pricing, distribution, and promotional strategies. The report also includes marketing mix recommendations, an AIDA framework analysis, a promotional budget, and evaluation metrics, concluding with overall recommendations for successful market entry and expansion. The report aims to provide a strategic roadmap for Cornish Pastries to establish a strong presence in the Pakistani market.

INTERNATIONAL
MARKETING

TABLE OF CONTENTS
TABLE OF CONTENTS.................................................................................................................1
INTRODUCTION...........................................................................................................................2
Justification of selecting Cornish Pastries for expansion along with present situation..............2
Target Market..............................................................................................................................2
PESTLE analysis of Target country............................................................................................3
Target market appraisal...............................................................................................................4
Market entry method recommendations......................................................................................5
Marketing Strategy......................................................................................................................6
Marketing Mix Recommendations..............................................................................................8
AIDA Framework.......................................................................................................................9
Promotional Budget..................................................................................................................11
Evaluation and measurement ...................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
1

INTRODUCTION
Market expansion plays the most important part in increasing the business value.
However, it should be recognised that it requires effective marketing. Also, a detailed research is
mandatory before expanding businesses in other countries. All those factors that may impact the
organisation should be evaluated (Kim and Mauborgne, 2014). In the present report, a market
will be targeted for the product development. This product will later be introduced in the target
country. This report covers the external factors of the country that may affect the business. Also,
this study covers the target market appraisals. In addition to this, this assignment will help the
selected firm for market entry. Lastly, a marketing strategy will be developed for the chosen
organisation followed with some recommendations.
The entity selected for this undertaking is Cornish Pastries originated from Cornwall. The
entity was founded in 2005 and grown up effectively. In order to expand the business, the chosen
firm is planning to increase its global reach by entering into Pakistan. In this report, marketing
strategy is prepared for the Cornish Pastry to cope up with the challenges in international
marketing.
Justification of selecting Cornish Pastries for expansion along with present situation
There are mainly two rationale behind selecting Cornish Pastries for the international
expansion. Firstly, the new market place is not having any entity having specialisation in the
Cornish Pastries. There are some organisations which provide pastries but the level is culinary is
not much impressive. The other reason is this the selected company is performing well in the
present market place. The business strategies of the organisation is helpful is expanding the
market. The entity is doing sound in the existing country. The entity keeps the strong brand
recognition due to the fact that it is eldest of all that sells Cornish pastries. Further, the quality of
the product along with affordable pricing structure attracts a large consumer base.
Target Market
In the present report, the target market for the Cornish Pastries for its market expansion is
Pakistan. The cited country has low currency value and thus, it is easy for organisation to grow
roots there with low budgets. Here, the products of the entity were introduced in the regional
supermarkets and similar outlets. As per the interest and culture of the country, the entity should
2

plan to develop Cornish patties prepared with meat and beef. In addition to this, the company can
also use different market entry methods.
PESTLE analysis of Target country
Political Factors: The political condition of the nation selected for the market expansion is not
favourable for the company. There exists high level of corruption in the country. In addition to
this, the policies here are not as per the expectation of the people. Further, the government
imposes high taxes on all commodities even on eatables. This is the major factor which will
affect the market expansion of Cornish Pastries in Pakistan. Also, the political situation are not
stable (Slack, 2015).
Economic Factors: The country selected for the expansion possess poor economy policies.
Further, the government has taken loans from various other countries. The interest rates with
these loans has raised the pressure of the administration which is ultimately to be dealt by the
consumers. Further, there are various terrorist activities are there in the country which affects the
economy of the nation. Hence, the entity is required to develop the products at low prices so that
less taxes can be imposed and people can also buy them. However, poor economic conditions
and low currency value are beneficial for the selected entity, Cornish Pastries to expand its
business there.
Socio-cultural Factors: The lifestyle of the selected country is changing according to the recent
trends and developments. The developing nation is favourable for the market expansion. In
context to the selected product for the marketing, the culture of Pakistan involves various
festivals on which beef and meat is consumed by the people. Thus, the chosen product fits
perfect with the selected country. In addition to this, the consistently increasing rate of
globalisation influence the people to match the societal pressure due to which organisations such
as Cornish Pasties gets benefit.
Technological Factors: Pakistan has undergone various campaigns in the past two decades that
supported the technological development of the nation. Cornish Pastries can make use of this
factor in promotion and selling of products. The firm thus have advantage of using various online
tools to increase market sales. However, the advances in the automation process are lacking
which may impact the work effectiveness of the firm (Solomon, 2014).
Ecological Factors: There are various issues that are being faced by the Pakistan in context to
the environment. Major among them are because of the fact that the law and legislation are not
3

strict for the industries and their development. However, for the selected firm they do not put any
impact.
Legal Factors: The selected country lacks in this factor too. The laws and regulations are least
focused by the administration. This is depriving the nation to be on the right track. Their exits a
high level of corruption which impacts upon the legal frameworks. These flaws in the legal
structure may harm the business value of the Cornish Pasties (Grant, 2016).
Target market appraisal
Size: In the target country the market expansion of Cornish Pastries, the size of target population
is 193.2 million. As the company is wishing to render products through the various supermarket
such as Metro Cash and Carry, TAAZA, etc. thus a large chunk of people can avail the services.
The organisation has aimed to target at least 20 million people of the nation.
Growth: It has been analysed that the country is developing a good growth rate. The
technological advancements have assisted in creating a high level of globalisation. This
internationalisation is exerting societal pressure on people to match the lifestyle lived in other
developed countries. This thing is highly in support with the Cornish Pastries. In addition to this,
the increased use of social media tools is helpful for the organisation to promote the services
effectively.
Competitor Profile: The major advantage held by the Cornish Pastries is that the level of
competition in the Pakistan with regards to pasties is really low. The entity can grow the roots of
its business effectively in the country with the help of appropriate marketing strategy. However,
it should be recognised that there are some entities with good brand image that sells similar
products. Also, they are existing there from a long span of time which helped them in gaining a
high brand recognition. Some major competitors are Gourmet Foods, Proper Pastry etc.
However, it should be recognised that the selected entity is having specialization in the creation
of the Cornish Pasties that cannot be replaced by any competitor (Armstrong, Kotler, Harker, and
Brennan, 2015)
Trends: The trends and development are also those factors which are in favour with the growth
of Cornish Pastries in Pakistan.
Buying Behaviour: In context to the selected market, it has been observed that overall
customer's attitudes, intention, perceptions and belief with the pasties is appreciable. It should be
further noted that the non-vegetarian series of the products are most liked in the country. Further,
4

the globalization also helped in making this buying behaviour of consumers in favour of the
Cornish Pastries (Hollensen, 2015).
Market entry method recommendations.
There are various market entry methods that exits in the international business. In context
to the present case, there are some methods that can be used by Cornish Pastries in expanding its
business. They are as follows:
Exporting: This is the simplest and less expensive method of market expansion. With the help
of this tool Cornish Pasties can send its' products and services to the Pakistan. There are further
two types of export marketing, they are as follows;
Direct Exports: It is the most common type of exporting method. In this method the entities
directly sell their products to the regional markets. This is the best method that should be used in
case if there is less volume to be exported. Further, there are different types of direct exporting
such as sales representatives and importing distributors. Sales representatives are those people
who represents the foreign suppliers into the regional markets of the country. On the other hand,
importing distributors ate those people who buys goods r services in their own right and then it
sells them into the local markets.
Indirect Exports: In this type of market entry method, the goods and services are exported via
domestically export intermediaries. It should be recognised that under this method, the exporter
has no control on the foreign market. There are numerous types of indirect exporting such as
export trading companies, export merchants, confirming houses, etc. This method of market
entry helps in achieving fast market access (Sheth and Sisodia, 2015).
Licensing: The selected organisation, Cornish Pasties can also make use of another effective tool
of market entry, "Licensing". This technique is recommended because the less risks associated
with it. With the help of this tactic licensor will grant an organisation operating in the global
platform a license to produce their product. However, it must be noted that the entity will have to
use the brand name. For this, they are rendered with a royalty payment for using their brand
name. As per the present case, the culture of Pakistan is totally different from that of the UK,
hence it is bit challenging for the Cornish Pasties to produce Pastries according to regional taste
(Pike and Page, 2014).
Franchising: This is also a form of licensing , another market entry method. However, it should
be recognised that in franchising organizations are also involved for the development. A package
5

of successful ingredients is rendered to the franchisee entity. The biggest example of this type of
market entry method is McDonald's. This organisation is having a large number of franchises all
over the world. However, it should be noted that there are some risks associated with this type of
market entry system. This is due to the fact that the funds are also rendered by the organisation
undergoing franchising which will drown cause of ineffective practices adopted by the
franchised entity.
Contracting: It is another method that can be used by the present organisation to enter into
Pakistan’s market. In this the ideas of business are being exchanged. Cornish Pastries can
contract out the production of its product to the regional best entities of Pakistan to produce them
on their behalf. For instance: Cornish Pastries can contract with Gourmet Food as they do not
have their own Pastries range (Hays, Page and Buhalis, 2013). Also, this company have a great
brand recognition in the regional market place.
Joint Venture: The organisation can also go for the joint venture. Under this market expansion
technique, the company is required to collaborate with some other firm.
The best method that can be selected by the organisation to expand market in Pakistan is
direct exporting. It will help in increasing the company sales along with earning brand
recognition. The representative of the company under this marketing mode also helps in
developing a strong network that will increase consumer base. This, in turn, raise the business
value.
Marketing Strategy
Objectives: The aim of the organisation to strengthen its roots in the international market. The
chosen nation has low currency value and hence, it is good to expand from here. For the market
expansion of the selected entity, the objectives are as follows:
 Effective product development as per the needs and demands of target market.
 Targeting at least 20 million people of the organisation.
Segments: Market segmentation is done to select the most suitable group of people that can be
easily influenced to sale the products or services. In context to the selected company, the market
can be segmented into various categories based on demography, geography, etc. However, the
trend of this type of food in the selected country is majorly found in the youth (Armstrong,
6

Kotler, Harker, and Brennan, 2015). Thus, as per the age factor teenagers and youngsters will be
selected. Besides this, the people living here are not all non-vegetarians so the products
developed will be for both the vegans and non-vegans.
Unique selling propositions: As per this technique, the products or services that are to be
entered in a new market place should possess an ability to draw the attraction of large group of
people. For this, they are required to have a uniqueness. For the selected entity, their unique
selling propositions is the wide range of both vegetarian and non-vegetarian patties. This tool
will help the entity in covering all type of customers by rendering them what they want to eat.
Also, high quality maintained by the chosen firm in its products makes it stand out of the queue.
This helps in gaining customer satisfaction that later assist the entity in gaining competitive
advantage. Consequent to this, more profitability can be gained (Jarzabkowski and Kaplan,
2015).
7
Illustration 1: Unique selling proposition
(Source: Grant, 2016).

Marketing Mix Recommendations
Product: This is the most crucial element that impact upon the overall business value of an
entity. The very first thing that helps in gaining customer satisfaction is the quality of their
services or goods that is bought by them. Thus, it is recommended to the Cornish Pastries to
maintain high quality in the developed products. In addition to this, the firm is advised to
undergo an effective market research before the development of products. This activity will help
in identifying the needs, demands and recent trends existing in the target location (Kim and
Mauborgne, 2014).
Promotion: This is that element which actually draws the attention of customers towards a
service or product. There are various tools that can be used by the selected organisation for the
promotion of the products and services they are going to offer in Pakistan. They can place
banners at different places showing that they will now deal in their place too. Also, in present
technological era, the use of social media for the promotion of the company has become the
greatest tool. Cornish PastryPastry can make use of various platforms such as Facebook,
Instagram, company websites, etc. for this new market development (Slack, 2015)
Price: The selected entity is recommended to undergo a product line pricing. This thing will help
the selected organisation in setting the price for multiple products that are being offered in
coordination with one other product (Hollensen, 2015). In context to the present case, the
selected country is not economically powerful. Also, people there are generally belong to middle
class. Thus, Cornish Pastries is recommended to kept low-pricing structure to sustain in the
market of Pakistan.
Distribution: These are the platforms from where the customers can avail the service rendered
by the organisation. There are aesthetic distribution channels that can be used by the cited firm.
Also, as it has been planned that the products will be sold through various supermarkets hence,
entity is suggested to promote the exact location of the place where they will be sold (Solomon,
2014). Moreover, the increased use of online shopping websites by the customers is beneficial
for the organisation as it will add up one more channel from where they can sale their services
without any cost of infrastructure, amenities, etc.
8

AIDA Framework
This framework is highly helpful in considering the essential principles of modern day
marketing. The elements of his framework are explained further:
 Attention: In order to gain the attention of people, different strategies are discussed in this
components. It basically aims on the 'disruptions' which makes audience to focus on the
ad leaving behind the work they are doing.
 Interest: After achieving the attention of audience, it is required to keep it. For this, the
advertisement should include those interesting facts to which consumers can related
themselves.
9
Illustration 2: Marketing mix elements
Source: Bhasin 2016.

 Desire: Once the campaign has got the attention as well as interest of audience, it is now
demanded to create desire. This can be developed by stating the special features of the
product.
 Action: It is the final step of the framework. It is the phase when no task is remained but
just the action of "closing the sale'.
10
Illustration 3: AIDA Model
Source: Slack, 2015

Promotional Budget
Evaluation and measurement
With the help of above explained marketing strategy, Cornish Pastries can increase its
roots in the Pakistan market. It has been observed that by setting effective pricing structure the
entity can deepen its roots in the market, Further, this plan will help in effective promotion of the
products which will increase the company sales. The understanding of the various external
factors of Pakistan, the selected firm can design its strategies according. In addition to this, the
company can opt for any market entry method that are explained above. The effectiveness of the
plan can be measured with the help of Ansoff's Matrix. This tool helps in rendering a framework
top assist executives to design strategies (Slack, 2015). This tool can also be used for analysing
the chances of growth. There are four elements of it which are explained further
 Market Penetration: With the help of this technique, the entity can grow the existing
products in the existing market places by making use of effective marketing strategies.
11

 Market Development: Under this market growth strategy, entity aims on developing
business into other market places. The locations can be inside or outside of the country.
 Diversification: In this marketing growth strategy, companies aims on growing market
share by introducing new products in the new market places.
 Product Development: In this type of marketing development, organisations aims on the
extension of existing product range to the existing market place. It depends on needs and
demands of customers (Hollensen, 2015)
For the present market expansion, the most effective growth strategy is the market
development as the Cornish Pastries is aimed on developing its business in Pakistan.
CONCLUSION
From the above report, it can be concluded that there are various things which are
required to be considered before planning international marketing. In addition to this, all the
factors that may impact upon the business should be well analysed before any commencement.
12
Illustration 4: Ansoff's matrix
Source: Bhasin 2016.

This report covers all those forces that will be exerted on an entity for international market
expansion. This study encompasses the target market appraisals for the Cornish Pastries. In
addition to this, various market entry methods are also examined for the selected organisation.
Further, marketing strategy and marketing mix recommendations are also undertaken in this
essay. Lastly, all these plans are evaluated and measured to check their effectiveness.
13

REFERENCES
Books and Journals
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Grant, R. M., 2016. Contemporary Strategy Analysis Text Only. John Wiley & Sons.
Hays, S., Page, S. J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism. 16(3). pp.211-239.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jarzabkowski, P. and Kaplan, S., 2015. Strategy tools‐in‐use: A framework for understanding
“technologies of rationality” in practice. Strategic Management Journal. 36(4). pp.537-
558.
Kim, W. C. and Mauborgne, R. A., 2014. Blue ocean strategy, expanded edition: How to create
uncontested market space and make the competition irrelevant. Harvard business review
Press.
Pike, S. and Page, S. J., 2014. Destination Marketing Organizations and destination marketing: A
narrative analysis of the literature. Tourism management. 41.pp.202-227.
Sheth, J. N. and Sisodia, R. S., 2015. Does marketing need reform? Fresh perspectives on the
future. Routledge.
Slack, N., 2015. Operations strategy. John Wiley & Sons, Ltd.
Solomon, M. R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.
Online
Bhasin H., 2016. How marketing mix affects pricing decisions? [Online]. Available through:
<https://www.marketing91.com/marketing-mix-affects-pricing-decisions/>
14