International Business Report: Eggfree Cake Box's UK and US Entry

This report delves into the international entrepreneurship strategy of Eggfree Cake Box Limited, focusing on their expansion into the UK and US markets. It begins with an introduction to international entrepreneurship and highlights the company's decision-making process regarding product, market, and country selection. The report provides a detailed analysis of the company's eggless cake products, emphasizing their appeal to vegetarian and allergy-conscious consumers. It then explores the selection of the UK and US markets, justifying the choice based on market opportunities and consumer behavior. The report further examines the market entry strategies proposed, including social media marketing, free samples, and discounts, alongside an analysis of the marketing mix (Price, Product, Place, Promotion). The rationale behind these strategic decisions is also discussed, offering a comprehensive overview of Eggfree Cake Box's approach to international expansion. The report concludes with a critical evaluation of the marketing mix model and its application to the company's goals.

INTERNATIONAL
ENTREPRENEURSHIP

Contents
INTRODUCTION...........................................................................................................................3
 Research products.................................................................................................................3
 Research appropriate markets.................................................................................................4
 Research countries................................................................................................................4
 Evaluation, synthesis and analysis of information.................................................................4
 Justification on the two target markets to enter......................................................................4
 Market entry strategies, its justification and application........................................................5
Marketing mix........................................................................................................................6
Reasoning and justification to decisions................................................................................7
CONCLUSION................................................................................................................................7
PART 2............................................................................................................................................8
REFERENCES..............................................................................................................................12

INTRODUCTION
International entrepreneurship is defined as development of business within international
business market. This business may have some new and innovative idea and aiming to develop
global relations with customers and enhancing business value by catering more customers from
national boundaries. This business activity is performed outside the national boundaries in which
cross border transactions take place with movement of goods so as to get global opportunities to
expand business in a systematic way. For this business are requisite to put their emphasis on so
many aspects which are having a vital role in their growth and expansion within global
periphery. International entry is one of the most crucial strategic decisions for a business as it
involves high risk and chances of failure (Zucchella and Magnani, 2016). This report includes
study of international entrepreneurship and decision of international business entry by Eggfree
Cake Box Limited. The company is willing to enter into two new markets which are EU and UK.
This report is the sum of their decision regarding product, market, countries and their marketing
strategy to get enter into the markets in a successful manner.
 Research products
Eggfree Cake Box Limited is a business which is involved in selling eggless cakes to
their customer which is sum of families, people who are willing to buy cake for some special
occasion. The company is highly focused on using high quality ingredient in baking of their
cakes so as to maintain their market share and a distinct market edge. This is the major reason
that Eggfree Cake Box Limited is having high customer satisfaction for their delivered cakes
(Eggfree.co.uk, 2020). As their cakes are 100% egg free so it can be consumed by people with
vegetarian diet and those people who are allergic to eggs. By this the company has positioned
their product within marketplace in a very prominent manner and it is recognisable by their
customer distinctively (Dana, 2017).

 Research appropriate markets
As the company is involved in baking business so this is giving them distinct identity
within marketplace in a profitable manner. The company is required to focus on demographic
factor as their business id focused on food and bakery products. So the company decided to focus
on metropolitan cities as the population is aware about eggless products and are keen to use those
products as well.
 Research countries
The company is willing to expand their business in such countries which are having high
market opportunities for them to expand their business in effective manner. So Eggfree Cake
Box Limited decided to establish their business in UK and US, these both countries are having
immense opportunities for such sector as people are aware and having high per capita income.
These both countries are having broad opportunities for hospitality sector and food industry. So
this movement is expected to render high business prospects to Eggfree Cake Box Limited
within market to expand and position their product and business in considerable way (Floris,
Dettori and Dessì, 2020).
 Evaluation, synthesis and analysis of information
From the market evaluation and examination of collected information, products of
Eggfree Cake Box Limited are eggless and this is the major distinctiveness to position them
within new markets in international boundaries. As cake and bakery products are one of the
highly consumed products in various countries. As increasing environmental issues and
inclination towards vegetarian products are giving additional opportunities to this sector so as to
grow in the market and expand their business. So from above discussion it is beneficial for
Eggfree Cake Box Limited to enter with this product so as to get competitive edge and market
sustainability.
 Justification on the two target markets to enter
Target market is defined as the market where target customers are willing to buy product
or services of those organisation which are spreading marketing message in that market. The
market chosen by Eggfree Cake Box Limited is UK and US as these markets are having high
opportunities to enhance their market share and growth opportunities within international
markets. Eggfree Cake Box Limited has chosen these markets for following reasons:

 Market of bakery in UK is having immense opportunities as food market is very large in
UK and people are prone to use bakery items in regular use.
 In UK bakery products are very much consumed by mass population so scope of bakery
industry is very huge over there.
 In UK consumer prefers eggless bakery product over other item as this market is very
effective over there (Cumming and Zahra, 2016).
 Market entry strategies, its justification and application
The company is willing to expand their business in foreign borders and for this effective
strategies are made so as to position the product in new market. These strategies are elaborated
as under:
Marketing on social media
This tool is used by many business so as to spread awareness about their brand and
product at a public in large. This is a very effective tool which enables the company to reach out
their marketing strategies to large target customers. Social media marketing can be done with the
help of tiny advertisements within numerous social media channels such as Facebook, twitter,
Instagram etc. In current business environment this method can be used by Eggfree Cake Box
Limited to promote their product within marketplace.
Offer free samples
Business of cake and bakery is of different type and can allure the customer by their first view
just by viewing the product. By giving free samples to customer this will enhance product
awareness within mind of customer and at the same time attract customer to buy the product. So
by distributing free samples Eggfree Cake Box Limited can position their product within market
of US and UK in a very advantageous manner (Dugar and Dhandia, 2016).
Offer discounts
Discounts are those benefits which is the most attractive method to attract and allure
customers towards a product. This method is helpful for business to get competitive edge within
marketplace and have positive publicity and promotion within target market. Eggfree Cake Box
Limited can use this strategy and give discount to their targetf customer as they are opening new
branches so it can be called as opening discount and can work as promotional tool.

Marketing mix
The term marketing mix can be defined as a set of tactics, activities and action that leads an
organisation for promote their products and services which are manufacture by organisation. The
main motive of marketing mix strategy is to decide target market, price, place and promotion
methods for Eggfree Cake box limited that select 4P’s of marketing mix. With implement of an
effective marketing strategy it is easy for management to complete all task and gain better
positions in national or an international market through formulating right steps for marketing mix
which are stated as follow:
Price- Price or cost of product is one of the most effective phase that leads organisation to
match with their desired market. It helps management to decide right price for new Eggfree cake
box that is based on operational and product cost of products. The price of product must be
implemented by management as the demarcation by which other essential and similar products
are offered by organisation to beat price and quality of rival products.
Product- It refers to the act or action that is formulated by organisation either in tangible
form or an intangible form. At time of manufacturing the products it is considered by
management to design, develop and deliver products or services as per customer needs and
wants. Moreover, with formulating products according to market trends and buyer requirements
it is easy to enhance sale of organisational products and services. In context of eggbox quality is
an important aspect that increases sale of products in easy manner.
Place- Location or place is most important aspect which leads customers and organisation
to interact with each other at a similar platform. The main motive for deciding place is to ensure
that more number of customers are approached by organisation for completing all work in an
effective manner. This refers that by selecting a central place right strategy is implemented by
management that ensure right and accurate results are gained in terms of approaching more
number of persons in minimum time period. In context of specific industry it ensure that no
similar product must be available in close areas or locality.
Promotion- The most important aspect for organisation that enhances sales of products
and services relates with promoting of all products and services through utilising essential
techniques and management. In context towards organisational aspects it is identified that social
and digital media strategy are most important tool which advertise product in minimum time
period with minimum cost at a large place.

Reasoning and justification to decisions
The decision and strategy plays an important role which helps organisation to select a right
method for targeting right number of customers (Twyman and Redding, 2015). There are two
different places consider by management which is UK and EU as target market is easy to justify
because within these two countries cake is preferred as a staple food by individuals. Social media
marketing allow organisation to enhance their goodwill and market area by providing discount
and free sample methods in order for improving organisational value. Moreover, the 4P’s
marketing mix is most appropriate for understanding market and evaluate of essential aspect for
organisation.
CONCLUSION
In last, with analyse and choose of appropriate target market it is essential for
organisation to complete work with growth and development. The main focus for this is to
improve interest of customers towards organisational product and service in order to increase
customer loyalty. With this study management evaluate and justify that within countries such as
UK and EU food centred organisation such as Eggfree are able to gain sustainability in market.

PART 2
Critical evaluation of model
According to the course work 1, marketing mix is identified to expand the market area of
EggFree Cake box, limited with in the new market of UK and EU on constant basis. This theory
is associated and related with describing and use of several elements in a marketing mix that help
organisation to adopt techniques which promote business and it’s products and services in an
organised manner (Travers, Morisano and Locke, 2015). Along with this there are tactics and
actions as well as activity are included which are most important marketing function for
organisation. 4P’s are evaluated and described in previous assignment that are product, price,
place and promotion in which business organisation wants to enter its products.
Therefore, in order to appropriate for evaluation same and it results for crucial gain for insight
that application products and services appropriately. In additional, first element product is used
to implement right strategy that organisation will for adopt specific offering. Similarly, second
element is price which is related with strategy that organisation analysis to gain better results for
making positive relations in company that is willing towards set up of right prices offerings that
relates with market, opposition and consumer requirements. As, the other elements which are
place and promotion, this elements are related with position of product along with advertise and
promoting strategies. All of these aspects associate with advertise organisational product through
creating needs as per creating unique appeal in marketplace (Stead and Hastings, 2018). This
also refers that right and effective framework which allow EggFree Cake box limited towards
obtaining competitive edge in market.
Marketing mix works as an important tool that ensure organisation is allocate the resources in an
efficient manner that is used for saving company efforts. Along with this over exploitation of
resources is also monitored by management. The reason for resources and framework is similar
to save organisational products. The purpose for the identical is that the framework efficiently
emphasizes upon the aspects which maximizes the delight degree in their target market, as well
as allows their powerful inclination toward the offerings of the company. In addition to this,
increasing a enterprise within an global territory isn't always easy and for this reason, it calls for
saving as lots price as required. The factors of advertising mix could be supporting the business
enterprise towards analyzing price gain elasticity, which could be enabling the agency towards
investing in sports and assets that would incur greater advantages within the worldwide market

of the business enterprise. In addition to this, this framework is likewise accountable for
correctly riding the communication manner within, in addition to out of doors the enterprise
(Sari, 2017). It could be contributing towards setting up divisions inside the new markets for
Eggfree Cake Box Limited, letting them coordinate, as well as work in the direction of
implementing the marketing blend in a tactful and competitive manner. This could in addition
make sure waft of data inside the business enterprise, in addition to that with the outside
stakeholders quite concurrently.
However, there are numerous criticisms and shortfalls of this approach too, which might be
required to be as it should be analyzed so that there may be an absolute clarity closer to
utilization of this framework with the aid of the enterprise. One such issue associated with this
framework is that the strategies which can be followed via this technique do now not think about
the monetary objective of the company. This means that it tends to push aside the elements or
selections which give stakeholders a prominent cost to their investments. This is one dilemma
which is probably disadvantageous for the company closer to leveraging its monetary
profitability. Another criticism of this framework is associated with the lack of personalization.
This is because the version takes into consideration the goal market based totally on not unusual
attributes which covers a huge spectrum and fails to seize the attitude and psychological
possibilities of individuals, which somehow restricts its application in the direction of being
flexible (Fan, Lau and Zhao, 2015). In addition, the version is quite internally orientated,
because of this that it specializes in improvement of the approach being quite inward, rather than
taking the complete external commercial enterprise environment into attention. This makes its
application questionable within the context of this organisation.
Reflection
Reflect on the following question:
 How has the formative feedback you have received during the module influenced your approach
to learning and how has that feedback helped you (or not) to apply your international
entrepreneurship models, frameworks and/or theories?
What
This module is subjected towards enhancement and understand better relation for
entrepreneurship that is quite enrich for me to develop positive relation for entrepreneurship that

is quite enriching for me in relation to enhance my knowledge and in relation to same it is also
identified that module required more number of customers to complete work that associate with
enrich of entrepreneurial models which are associated with enhance of my practice and it is
associate with use of analytical skills and models that comes with range of activities that leads to
complete work as per international market (Cumming and Zahra, 2016). This also determines
large number of individuals are dealing with range of theories and entrepreneurial model which
is to engage in STP process. Segmentation, marketing and targeting are effective steps that
provides options for market entry. Along with this detailed use of marketing mix approach new
and different methods to enter in marketing areas. VAK learning style, works as a framework
that is associated with determining own learning style for organisation. It is used to make
entrepreneurial expansion of organisation in international market. In addition to citation them
properly, there are certain academic contents are given which comprise of text books, articles
and journals.
So what
I understand and believe that this module is very effective and useful for contribute to enhance
my knowledge in relation with range of entrepreneurial model and framework, along with
analysis of international business operations that leads to gain practical experience in regards of
organisation. moreover, it also helps to understand and adopt my learning style within a depth
manner. Different framework that is applied to complete business as per geographical areas and
boundaries is also included in report. Moreover, with this module, I realized that teamwork helps
me to learn a lot and further, it is also easy for me to complete all task in right manner. Through
which better reflection is generated from task. Further, my experience associated with this theory
and module that is leading to complete all work provides favourable approach to complete all
task that facts to understand better results and use application for work according feedback that is
provided and received from formative assessment (Dana, 2017). Along with this it also allowed
me to realise and consider those aspect that is must needed to work as per theories and explained
in an appropriate manner that enable a better reflection and understanding of same. So it is said
that feedback helps me to increase my applicability and approach for use of right knowledge that
is essential for personal, psychological and professional development.
Now what
The formative feedback is highly effective for me that is used to enlighten towards goods and

bad aspects of my learning and its application, that contributes to increase my knowledge and
capabilities. Therefore, it is required by me for reflecting on future decisions too and it enables
me to reach towards application of increasing of my knowledge and capabilities. So at time of
future aspects it enable me to reach for a spot that direct and generates same mistakes again
which impacts on my career and profession. Therefore, to overcome from them I tried to change
and gather knowledge which ensure that most experiential learning is gained by me as per future
module and professional life. The reason for this is same and this is it allow me to work with
practical approach. This acknowledge with right activities and theories effectiveness towards
same work in increasing. It is quite different from my past approaches but due to lack of practical
experience it is not possible to implement them in quite manner. So as a student and adoption of
work with this module (Carfì, Donato and Panuccio, 2018). I am able to improve my
communication and teamwork skills as I show perfect and accurate results as it is helping
students to accomplish better experience for module results and improving their specific skill.
This also leads me to work as my opinion that I am able to used effective mind-set that is used to
break information and delegate it towards theoretical learning style. So as per future lessons, I
tried to undertake workshop and conference so it is easy for me to work in a environment in
which I am able to implement practical concepts in an evaluative manner.

REFERENCES
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