International Marketing Report: Home Bake's UK to Global Expansion

This report provides a detailed analysis of international marketing strategies for Home Bake, a UK-based bakery aiming to expand globally. It begins with an introduction to international marketing, outlining key concepts and the rationale for internationalization, emphasizing the importance of market analysis and understanding cultural and political factors. The main body of the report delves into the scope of international marketing, the advantages of entering the international market, and various market entry routes such as exporting, franchising, and joint ventures. It evaluates the opportunities and challenges in the international market, including competition, government incentives, and economies of scale. The report also discusses market evaluation criteria, entry strategies, and the advantages and disadvantages of franchising and exporting. Finally, it provides recommendations for Home Bake, suggesting the use of SWOT and PESTEL analyses and the franchising strategy for successful market entry. The report concludes by summarizing the key arguments and introducing product, price, promotion, and distribution approaches in the international market context, with references to relevant academic literature.

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Analysing scope along with key concepts of international marketing..............................3
P2 Discussion about the rationale in organisation to market internationally along with routes
which can be adopted.............................................................................................................4
M1 Evaluating opportunities and challenges which are there in the international market. . .5
TASK 2............................................................................................................................................6
P3 Evaluating the key criteria along with selection process during enter in international
market.....................................................................................................................................6
P4 Different market entry strategies along with advantages and disadvantages....................6
M2 Market evaluation criteria along with entry strategies and some recommendation.........7
Task 3 and Task 4 ...........................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
International marketing refers to the marketing and selling the product internationally. In
this there is need to have the proper information which is related with the international market
where there company is going to introduce its product. To success in the international market
there is need to analyse the market which can be there use of the analysis which can help in
getting various cultural, political issues which are there can affect the market. For this Home
Bake is the small company in UK which wants to go international. This is the one who
manufacture the cake and their decoration which is one of the best things in bakery. This
company is there in the UK which is having small business and wants to expand its business in
the global market where it can earn high profit along with increase in the brand value with their
firm entity. This report includes the marketing contributes in international context. There is also
discussion about the selection of international market and their key success factors, there is also
the investigation about the marketing plan which can adopt for standardised in international
market. There is also some of the discussion about the evaluation of international marketing
efforts. Main difference between local and international market is the boundary of the country.
There are also many of them which creates the difference between the local and international
market (Papadas and et. al., 2019).
MAIN BODY
TASK 1
P1 Analysing scope along with key concepts of international marketing
In relation to the scope, there are different scope which is generally associated with the
increasing the sales of the product in the new market which also there can help in managing the
brand image as internationally. Helps in globe trade to increase the revenue of the brand along
with crossing the boundaries of the business which is there in the country. There are also some of
the key concepts which are there in the international marketing which is there in the international
market. This is the one in which there is identification of exchange of goods along with different
services which Discuss the rationale for an organisation to want to market internationally and
describe the various routes to market they can adopt. is across the national border where the
company is ruling with their business. There is also some of the requirement of the customer
which need to be fulfilled in relation to satisfy the customer and to increase the sales of the

product. There are some of the key concepts which are there can help in getting the international
business. There is also need to analyse the country where the company is going to sell their
product internationally along with this there is also need to identify the target market in which
company product can be there for the purpose of high sales (Dwivedi and et. al., 2020).
Present market- This is the one which is there already exist in the market and there are
many of the competitors are there with having different benefits. This is said to be the available
market which is there to sell the product.
Direct export- This is the one which is there can help in to export the product direct in the
international market which can help in increasing the productivity along with profitability. There
is also fixed cost along with franchising is one of the strategy which can help in getting many of
the profit in the international market which can help in get the business in less period of time.
P2 Discussion about the rationale in organisation to market internationally along with routes
which can be adopted
There are some of the reason which are there to enter in international market which is one
of the best opportunity which can help the business in getting better profit along with different
benefits for the company Home Bake (Metin 2016).
Increase in sales- This is one the best reason to get international. Company Home Bake si
there can help in getting better opportunity to increase their number of sales which is by going
internationally.
Competitive strike- There is some advantage like competitive strike in which company is
able to introduce themselves internationally and able to get there in the market as the competition
level which can help the Home Bake in getting better opportunity for the competitive
advantages.
Government Incentives- This is also one of the reason which motivates the company to go
global in the international market. Government incentives help such business in this process by
providing different incentive to the business which is there for some period of time and in such
time period business is able to make more profit along with this Home Bake is able to get high
market share along with large sales.
Economy of scale- This is also of the reason which is there to extend the business with
more widely all around the world. This create the innovation in the business for developing large

sales along with help in creating the economy of scale in the international market as the small
company (Swoboda 2016).
Different routes which company should adopt to get in the international market are like
Joint venture, Franchising, Licensing, Exporting etc. which are there can help any of the business
in getting internationally. These are the one of them which are able to help the new business
entity to capture the market which is there can help in getting better business in very less time.
There is no need to get any of the analysis of the market and don't need to create their own
values.
M1 Evaluating opportunities and challenges which are there in the international market
There are many of the international market is there. In context to chose the right
international market there is need to find out one of the market in which is there is less number
of competition along with this there is need to have high demand of the product which is going to
be offer to the international market for the purpose of going global. So, there is need to evaluate
properly about the market in which Home Bake is there going to introduce its product which can
help in getting high profit along with high brand value. There is always some of the opportunities
along with different challenges which are there in when company is going to introduce its
product internationally (Swoboda 2016).
Different opportunities in international market- Different benefits in international
strategies, increased market size, return along with investment, exporting, licensing, strategic
alliances etc. These are some of important strategies which are there as the different
opportunities which are there in the international market.
Different challenges which are there in the international market- During entering the new
market specially in the international market there are many of the challenges are there which can
create different difficulty in the growing the business. Some of the challenges which are there in
the international market are like internationally company structure, foreign laws and regulations,
international accounting, global pricing strategies, universal payment methods, currency rates,
choosing right global shipment methods, differences in communications along with cultural
methods, political risks, labour exploitation risks, environmental issues etc. are some of the
challenges which company need to face when they entering the international market (Angulo-
Ruiz 2016).

TASK 2
P3 Evaluating the key criteria along with selection process during enter in international market
To enter in international market, there are many of the criteria which are there need to be
consider. There are some of the key criteria are discussed further.
Country identification- This is the one which decides the market where the Home Bake is
going to introduce its product in the international market.
Preliminary Screening- There is need for screening the marke6t which are there need for
getting better market strategy which can help the business in getting better performance.
In-Depth Screening- Using the marketing mix and different detailed information of the
market which are there can help in getting better deal in relation to growth of the business. There
is also need to use the STP which is segmentation, targetting, positioning are there can help in
getting in-depth screening of the international market (Athwal 2019).
Final selection- on basis to different analysis there is selection of the country along with
their market where company Home Bake is there can get the international business
Direct experience- This is the one in which there is need to experience personally about
the market where the business is going to introduce its products.
P4 Different market entry strategies along with advantages and disadvantages
Franchising
Advantages- This can help in getting more profit instead getting by work of the
employees.
Disadvantages- Franchisors are able to earn from profit and there is chances of causing
conflict.
Example- Home bake can easily get the market on the brand name of reputed company
and earn high profit but due to pay large portion of profit to the franchiser there is chances to
cause any conflict.
Direct exporting-
Advantages- This help in more control over the export process, high profit along with
closer relationship.
Disadvantages- cost for direct exporting is very high, along with high risk and there is
high dependency on the distributors.

Example- Exporting the cake can be very costly and creates the dependency on the
distributors for the sales (Kim 2018).
Partnership
Advantages- Two or more than two heads, high capital for business, easy to change the
legal structure according to the circumstances, start-up cost are low.
Disadvantages- There is risk upon disagreement and have the chances of conflict which
can alter the business, changing the partners can be costly for businesses.
Example- this helps in getting more capital but Home Bakes have the chances of causing
any disagreement and leads to break the partnership.
M2 Market evaluation criteria along with entry strategies and some recommendation
There are different evaluation criteria are there which has discussed above report which
are there related with the entry strategies. There is recommendation which is regarding the
introduction of product in the international market which is like Home Bake need to use the
SWOT along with PESTEL analysis which is there can help in getting better chances for
creating the strategy which can help in getting better business. Company should use the
franchising strategy which can be one of the best way to get inter in the international market and
able to get larger customer base for the higher sales of the product (Romaniuk 2017).
Task 3 and Task 4
Covered in PPT.
CONCLUSION
From the above report, it can be understand that there are different advantages are there
to going global in the business as international market. There are some of the discussion about
the scope and key concept of international marketing along with there is also some description
about the various routes to market the product in the international market along with opportunity
and challenges which are there for marketing internationally. There are some of the key criteria
along with selection process along with different market strategies where there is some of
advantages and disadvantages of each. There the also some introduction about the key argument
which is related with global and local debate. There is some of the investigation of the product,
price, promotion and distribution approaches in context to international market.

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