Report on Global Marketing Strategies for Bagatelle London

This report provides an executive summary and detailed analysis of Bagatelle London's global marketing strategy. It begins with an introduction to global marketing and the chosen company, Bagatelle London, a French Mediterranean restaurant. The report explores the company's background, potential internationalization motives, and compares international markets using PESTLE analysis, ultimately recommending the German market for expansion. It then examines different market entry methods, with a recommendation for a joint venture, and outlines potential marketing strategies, emphasizing social media. The report concludes by summarizing the key findings and recommendations for Bagatelle London's successful global expansion. The report is well-structured, covering various aspects of international business, including market selection, entry modes, and marketing strategies. The report also emphasizes the importance of adapting marketing strategies to suit the conditions of other nations.

GLOBAL
MARKETING

EXECUTIVE SUMMARY
Global marketing concept is basically used for business expansion in international
market. Selected company for this assignment is Bagatelle London which have acknowledged
different markets before their business expansion in a certain country. Organisation has also
analysed varied entry modes so that business can be expand properly. To create awareness
among customer base, manager in Bagatelle London can use market strategies like use of social
media, preparation of video tutorials etc.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Background of company/product................................................................................................4
Potential internationalization motives which influence company/product to move into
international markets...................................................................................................................4
Comparing international markets and reason for choosing these markets..................................6
Method of market entry used by company .................................................................................8
Potential marketing strategies used for success in international market.....................................8
CONCLUSION................................................................................................................................8
REFRENCES ..................................................................................................................................9
.........................................................................................................................................................9

INTRODUCTION
Global marketing is related to the procedure of adjusting marketing strategies of an
organisation for adapting condition of other nations. Although, it is more than selling product or
services globally as well as global marketing is overall process of planning, creating, positioning
and promoting product or services within global market (De Mooij, 2018). This assignment is
based on Bagatelle London which is food industry organisation located at London, United
Kingdom. Respective report will going to discuss about potential motives for moving within
international market. Along with this, marketing strategies utilise for expanding business in
international market will discuss with entry methods use by organisation.
MAIN BODY
Background of company/product
For this assignment chosen organisation is Bagatelle London which is part of food
industry. This restaurant came into existence in May 2018 and brings exclusive dining
destination of New York to heart of Mayfair, London. Respective organisation is located at 34
Dover St, Mayfair, London W1S 4NG, United Kingdom. Bagatelle London is popular
establishment featuring elevated French & Mediterranean dishes in sophisticated setting. At
present limited staff is working at restaurant which is less than 20 in number.
Having lunch and dinner at Bagatelle London is an identifiable affair where energetic
music pumps up the mood of people. This restaurant offers causal elegant dinning style to their
customers and prefers to serve their customers in a formal attire dress code so that their sincerity
can win the hearts of their customers. Executive chef of restaurant is Dale Osborne and
organisation has offered multiple payment options to people like payment via Visa card,
MasterCard and AMEX. Organisation is successfully operating in London by offering French
Mediterranean cuisine to their customers (Durvasula and Lysonski, 2016). This restaurant is
vegetarian friendly place where special diet is offered to vegans. Restaurant believes in
transparent approach for managing business due to which all the policies adopted by them are
ethical and transparent in nature.
Potential internationalization motives which influence company/product to move into
international markets

In context with today's market, all organisation have emphasize on establishment of
business activities and operations in foreign market. There are many reasons due to which an
organisation wishes to expand their activities in international market. In case of Bagatelle
London, the main internationalization reason due to which restaurant wants to expand in
international market is depicted below:
Access to large pool of Talent- By expanding their business in international market,
Bagatelle London has big opportunity to access new pools of talent. This is because international
workers and employees offer business organisations some unique advantages like multiple
language skills, enhanced productivity, diversified educational background, increased customer
base etc. The concerned company can gain maximised profits by expanding in other markets. By
working in international market, Bagatelle London will be able to work with capable and
talented foreign staff so that better outcomes can be gained and motives to work at international
market can be generated (Galli, 2018).
Enhanced chances of foreign Investment Opportunities- Internationalization benefits
an organisation in providing varying business opportunities so that high success can be gained.
By expanding at international level, market shares of concerned restaurant can be enhanced in a
considerable manner. This is because when a company expand in new region, it get investment
from local business persons due to which issues like shortage of funds is resolved appropriately
(Steenkamp, 2017). Other than this, there are governments at international level which provide
investments to firms which are planning to initiate a business in their regions. This assists in
developing motives to have investment in foreign market.
Attainment of competitive Advantage- By enhancing their business operations in
international market, Bagatelle London will get the opportunity to gain competitive advantage
over rival competitors in a proper manner. For example, business organisations which expands
their business in new markets where their rivals do not operate benefits them in getting
enhanced customer base due to which their brand reputation became very strong (Gupta and et.
al., 2016). Due to international expansion, restaurant like Bagatelle London is able to acquire
modern technology, industrial equipments and machines which improvise their business
activities and operations so that high revenues can be earned.

These are some of the internationalization motives that influence Bagatelle London to
move in international market. It will benefits the restaurant in earning high profits and getting
access to talented employees so that better outcomes can be gained. Hence, the above discussed
points are main reason due to which Bagatelle London will wish to internationalise in foreign
market.
Comparing international markets and reason for choosing these markets
It is essential for Bagatelle London to increase their business in various international
market. This will help them in attaining their objectives and goals in an appropriate manner
(Kotler and et. al., 2015). For selecting an international market to increase business operations,
manager in Bagatelle London is required to use global marketing models. It will help in
comparing different international market so that a single beneficial market can be selected out of
two numbers. Model that is used for comparison is PESTLE analysis which is stated below:
Basis Spain Market Germany Market
Political Factors Market in Spain faces fiscal deficit
as government of the nation spends
more than it earns. This is the main
reason for increased debt in nation.
Country also faces more number of
corruption cases due to less
transparency.
Germany is a democratic nation
which has sustained a strong
relation with other nations too.
Nation is considered as one of the
powerful country under European
union. Here, government support
new businesses and offer them help
in the form of subsidies.
Economic Factors Due to economic recession, Spain
is facing high rates of
unemployment. Also, loan
conditions of country is not so
good due to which it is not
favourable for business persons to
start new business here. At
household level, condition of Spain
is not so pleasant.
Country posses fourth largest
economy in global context with a
GDP of around 4 trillion dollars.
People in Germany have
disposable income due to which
their purchasing power is high and
they spend on leisure activities like
going to restaurants and hotels to
live a happy life (PESTEL analysis

of Germany, 2025).
Social Factors In case of social factors, Spain has
uniqueness. People in Spain are
given more flexibility during their
working hours due to which people
are happy and live comfortable life.
In case of wealth, education, living
standard and health, Germany is
the best nation to live. People have
good lifestyle here and prefer to
spend quality time with their near
and dear one by dining and having
parties.
Technological
Factors
This nation posses highly advanced
technology and their mobile towers
have high powered cellular
networks. Due to this, people living
there prefer to use those services
and products which is linked with
innovative technology (PESTLE
Analysis of Spain: Standing in
Unclear Waters, 2019).
Germany is treated as one of the
most advanced nation in terms of
technology due to its modern and
innovative approaches of
performing work. Due to this,
people have high expectations and
prefers to perform their daily
activities like ordering meals and
food via online applications.
Legal Factors Concerned country has strict legal
norms in case of copyright and data
protection laws. To expand in
Spain, manager in Bagatelle
London is needed to follow legal
procedures in a strictly manner.
Not following such laws can results
in payment of heavy fines.
Legal laws in Germany are not
very strict and it is favourable for
both domestic and international
businesses to operate there. In case
some legal laws will not be
followed, manager of concerned
business will be charged with a
warning and small plenty.
Environment
Factors
Spain faces different climatic
issues like global warning,
unpredictable climate etc. due to
which businesses operating there
are required to follow
Germany faces different kind of
environmental issues like pollution,
acid rain, high carbon-dioxide
emissions etc. This is the reason
business organisations have to

environmental laws prepared by
government. Businesses using
renewable energy resources are
given more preference than other
businesses.
follow some rules and laws before
operating businesses in local
markets (Labonté and et. al., 2017).
After using PESTLE as a global marketing model, it can be said that in case of Bagatelle
London, manager of company can internationalise in Germany rather than Spain. Due to more
flexibility and ease of initiating business, there are high chances for Bagatelle London of getting
success in Germany market.
Method of market entry used by company
When a firm decides to enter into international market, owner of business is needed to
choose best mode of entry. There are several kind of methods to enter into a foreign market.
These methods have some advantages and disadvantages. In accordance with the situation of
Bagatelle London, manager of company can adopt any method which is stated below:
Joint Ventures- This is a market entry method in which an organisation enters into a
foreign market by joining hands with another organisation through sharing of management and
ownership. This method is used when either two or more than two organisations wants to attain
their objectives by expanding business in international market. But clash of culture and vague
objective can impact business of Bagatelle London in negative way (Lasserre, 2017).
Licensing- In this method a company give permission to another firm of using their
protected product or technology for a certain time period. It is the simplest way to enter a new
international market. This method will benefit Bagatelle London in passing financial risks to the
licensee and optimal resource utilisation. Disadvantage is that concerned restaurant will lose
control on their invention and it can lead to poor quality management of product.
Bagatelle London can adopt joint venture method to enter German market. This will
benefits them in sharing their technology, rewards and risks with another company. By this,
optimal utilisation of resources will take place. This will benefits the firm in getting maximised
profits and revenues against rivals (Ramadani and Gërguri-Rashiti, 2017).

Potential marketing strategies used for success in international market
With the help of right marketing strategies, an organisation can attain expected success in
international market. Below are mentioned some marketing strategies, which will benefit
Bagatelle London in getting their desired results:
Utilising power of Social Media: This is a basic communication channel that is
considered by most of the companies to create awareness in foreign market. Different social
media like Instagram, Twitter, Facebook can be used to aware people about services and
products of Bagatelle London in Germany market. This is because million of people are
connected with social media which will help the restaurant in maximising their customer base
(Samiee and Chirapanda, 2019).
Collaborate with influencers: This is another way by which Bagatelle London can
increase brand awareness and gain new audience as customer base. With the help of influencers
which impact mindset of customers in a considerable manner, manager of concerned restaurant
can create a positive image in front of customers. This will benefits them in gaining high
revenues in foreign market (Sinha and Sheth, 2018).
CONCLUSION
From above discussed report, it can be comprehended that is is vital to evaluate about
internationalisation before moving to a new market. It is favourable for a firm to analyse
different market and choose a desired one. There are different way to enter market but best
method is joint venture. With the help of different marketing strategies, attention of customers
can be gained in a considerable manner.

REFRENCES
Books and Journal
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Durvasula, S. and Lysonski, S., 2016. Finding cross-national consistency: Use of G-Theory to
validate acculturation to global consumer culture measure. Journal of Global
Marketing. 29(2). pp.57-70.
Galli, B. J., 2018. Using marketing to implement a strategic plan: Reflection of practiced
literature. International Journal of Service Science, Management, Engineering, and
Technology (IJSSMET). 9(1). pp.41-54.
Gupta, S. and et. al., 2016. Marketing innovation: A consequence of competitiveness. Journal of
Business Research. 69(12). pp.5671-5681.
Kotler, P. and et. al., 2015. Marketing. Pearson Higher Education AU.
Labonté, M. È. and et. al., 2017. Comparison of global nutrient profiling systems for restricting
the commercial marketing of foods and beverages of low nutritional quality to children
in Canada. The American journal of clinical nutrition. 106(6). pp.1471-1481.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
Ramadani, V. and Gërguri-Rashiti, S., 2017. Global marketing, gender and family business in
Asia: a literature review. Journal of Global Marketing. 30(3). pp.138-146.
Samiee, S. and Chirapanda, S., 2019. International Marketing Strategy in Emerging-Market
Exporting Firms. Journal of International Marketing. 27(1). pp.20-37.
Sinha, M. and Sheth, J., 2018. Growing the pie in emerging markets: Marketing strategies for
increasing the ratio of non-users to users. Journal of Business Research. 86. pp.217-
224.
Steenkamp, J. B., 2017. Global brand strategy: World-wise marketing in the age of branding.
Springer.
Online
MODES OF INTERNATIONAL BUSINESS- MODES OF ENTRY IN FOREIGN MARKET. 2019.
[Online]. Available through: <https://bbamantra.com/modes-of-entry-in-foreign-
market/>
10 Marketing Strategies to Fuel Your Business Growth. 2019. [Online]. Available through:
<https://www.entrepreneur.com/article/299335>.
PESTLE Analysis of Spain: Standing in Unclear Waters. 2019. [Online]. Available through:
<https://pestleanalysis.com/pestle-analysis-of-spain/>
PESTEL analysis of Germany. 2025. [Online]. Available through:
<https://www.howandwhat.net/pestel-analysis-germany/>