CW1 International Entrepreneurship: Eggfree Cake Box Expansion Project

This presentation details Eggfree Cake Box's international expansion strategy, focusing on entering the French and Australian markets. The presentation begins with an introduction to market entry strategies and then researches the company's products and services, highlighting its unique egg-free offerings and its competitors. It then identifies appropriate markets for expansion, considering regions with a preference for vegetarian food. The presentation synthesizes and evaluates the company's information to select France and Australia as the two target markets. It then analyzes market entry strategies, with a focus on market development using the Ansoff matrix. The marketing mix (product, price, place, and promotion) is customized for each target market. Justifications for all decisions are provided, leading to a conclusion that emphasizes the importance of exploring new markets with innovative ideas. The presentation references relevant academic sources.

International
Entrepreneurship
CW1

Table of Content
• Introduction
• Research products/services
• Research appropriate markets
• Research countries/regions
• Critically synthesize, analyse and evaluate your information
• Two target markets
• Market entry strategies
• What marketing mix you would use
• Justification for all decisions
• Conclusion
• References

Introduction
Market entry strategy can be an essential tool for an organisation
through which a firm can analyse opportunities while entering
into a new market. Main reason behind implementing such
strategy in business is to attain desired growth in the business by
achieving target goals and objectives. In this presentation,
Eggfree Cake Box which is a small cake store in UK wants to
implement some strategic option in order to expand their business
inside and outside the EU.

Research products/services
Eggfree cake box is a well-known small size company locate in UK. Organisation
established in the market with a unique ides to provide quality and Eggfree cakes to its
customers. Organisation basically targets Vegetarian society or the customers who are
more likely towards variety in foods.

Cont.…
• Products and Services: Main products of this organisations are cakes, brownie,
cupcakes, Macrons, cake frosting as well as designing cakes which are based on
special occasion. The uniqueness of their services are different verity in such
product without implementing egg.
• Competitors: Major competitors of Eggfree cake box are Ruby of London, Vegan
cake, Lola’s cupcakes and so on.

Research appropriate markets
It is important for business firm to select appropriate manner for setting their business
which can be only possible when market research has been conducted within effective
manner. By conducting market analysis it become easy for conduct their business
operation in more appropriate way. Eggfree is the cake company whose aim is to offer
products within market area that are 100% free from egg.

Research countries/regions
Every organisation want to expand their business at global level for gaining
competitive advantages in more effective manner. In addition to this, business
expansion result in increasing customer base as well as also help in generating high
revenue. In relation of Eggfree Cake Box they want to expand their business within
market where people like to have vegetarian food in comparison of non-veg.

Critically synthesize, analyse and evaluate your
information
It is important form an business firm to come up with something innovative in market
are as well as product offering by company should be of fine quality because it is the
primary way of attracting customers, generating high revenue as well as profitability.
Eggfree Cake Box offers a wide range of cakes which don’t include egg as well as
offering of respective business firm is made up of the finest ingredients.

Two target markets
Eggfree Cake Box established their business in the market of UK with an aim to
introduce a new idea in front of customers. Now the organisation wants to expand their
business in EU and outside the EU. Therefore, they wants to analyze two suitable target
market which can be:
• France (Inside EU)
• Australia (Outside EU)

Market entry strategies
For Eggfree Cake Box, it is required to analyse strategic direction for their organisation
that can help them to attain long term market opportunities easily. Thus Ansoff matrix
can assist them in analysing appropriate direction for their business as:
• Market Penetration
• Product development
• Market development
• Diversification

Cont.…
On the basis of above strategic analysis, it is analysed that Market Development
strategy can be more suitable for Eggfree Cake Box. It will be beneficial for firm in the
term of expanding business in France and Australia because through this firm can cater
their services to a different customer segment as well as can grab maximum business
expansion opportunities easily.

What marketing mix you would use
Marketing Mix France Australia
Product Organisation can sold Cakes, Cupcakes,
Cake fillings, Decorative toppings
Macrons and unique occasional cakes
without adding egg.
As per the requirement of customers,
they can serve variety in Eggfree Cakes,
Cupcakes, Macrons and so on.
Price Firm can provide their services on
moderate rates so that they can attract
more customers easily. .
While introducing new idea in new
market, firm needs to implement
affordable pricing strategy.
Place The outlet of the company will be
located in the busy street in order to
capture eyes of customers easily.
The bakery of them will be located in
the common and well known market
which are famous for food services.
Promotion Firm can promote their products and
idea by using brochures, hording,
pamphlets and mouth publicity.
While introducing product in Australia,
firm can promote their services through
social media and own website.