International Entrepreneurship CW-2: Marketing Mix Evaluation

This report critically evaluates Eggfree Cake Ltd's marketing mix strategy for international expansion into France and Australia. It analyzes the application of the 4Ps (product, price, place, promotion) and their impact on attracting customers and gaining a competitive advantage in these new markets. The report discusses the company's approach to product offerings, pricing strategies, outlet locations, and promotional activities tailored to each country. It also highlights both the advantages and criticisms of the marketing mix, emphasizing the importance of market research and customer preferences. The report concludes with a reflection on the learning outcomes from the module, including the development of analytical skills, understanding of entrepreneurial models, and the importance of self-reflection for personal and professional growth. The author also reflects on feedback received and plans for future improvements in their approach to learning and project completion.

International
Entrepreneurship CW-2

Table of Contents
Introduction......................................................................................................................................3
Critical evaluation............................................................................................................................3
Reflection.........................................................................................................................................5
Conclusion.......................................................................................................................................6
References:.......................................................................................................................................7

Introduction
Marketing mix is an important strategic tool which is used by businesses so that they can
make their products and services attractive that can help in gaining the attention of customers
and increasing the sales of company ( Bhaduri and Stanforth, 2016). This tool helps in
determining the 7Ps of the products offered by the company so that customers can be influenced
to buy them. In this report an evaluation of one of the strategies used in CW-1 by Eggfree Cake
Ltd will be done along with a reflection so that the learning outcomes can be evaluated.
Critical evaluation
Marketing mix which is used by Eggfree can help the company in effectively attracting the
customers to its products so that its expansion in new markets of France and Australia can
become successful and the customers in respective countries can be influenced to buy its
products. This can help Eggfree in gaining a competitive advantage in the market by effectively
promoting its products so that more number of customers can be reached and a brand image can
be built in new markets. Marketing mix can be helpful for the company in building a strong
market base so that company can strategically expand in these markets. 4Ps of marketing mix
were considered in CW1 which were price, place, promotion and product so that effective
strategy related to these elements can be formed. The products that will be offered by Eggfree in
will be cakes, cupcakes, decorative toppings, unique occasional cakes without eggs in France and
in Australia it will offer variety of eggfree cakes, cupcakes and macrons. The price that has been
selected by Eggfree in France are at moderate rates so that more number of customers can be
attracted while in Australia the company will implement affordable pricing strategy so that it can
establish its business effectively (Delaney and Bates, 2015). The place of outlets decided by the
company in France will be busy street so that attention of customers can be easily caught while
in Australia the store will be located in the market which is famous for offering food services so
that customers having different tastes can be attracted. The promotional strategy which is
selected by company in the market of France will be through brochures, hoardings, pamphlets
etc. while the promotions in Australia will be done through social media and own website of
company.
Thus with the help of marketing mix the company is able to formulate country specific
strategies which can help it in effectively capturing the markets and using the company resources

in an efficient manner. This strategy can thus help the company in designing its marketing
strategy in such a manner that target market can be reached and sales can be generated in new
markets so that their expansion can become successful. The elements of marketing mix can also
help the company in analysing the cost benefit of their strategies through their ability in
attracting customers. This help the company in allocating resources of company among various
activities so that the expansion can successfully be done and benefits of company can be
maximised. The company can also set its aims and objectives clearly so that the team members
can be communicated about the same in an effective manner which can help in generating
maximum output and coordinating their work in an efficient manner. This can help in achieving
the goals of company within stipulated time and budget and building a strong brand image in
market (Travers, Morisano and Locke, 2015).
Marketing mix also has certain criticisms which can make the application of this strategy
ineffective and affect the overall results of company. The marketing mix does not take into
consideration the financial stability of company before deciding the 4Ps as they are determined
based on the market conditions and not on the financial condition of the company. This can
affect the support of stakeholders as their investment is used without proper consideration to the
financial stability of company. Another criticism of this strategy is that as the 4Ps are decided
based on the complete market the personalisation of these elements cannot be done which can
affect customer satisfaction. In the present market conditions each business is trying to provide
highly personalised servicers to their customers which can affect the competitiveness of
company in market. It also ignores the psychological preferences of customers which can affect
its growth in market. Thus, application of marketing mix by Eggfree Cake Ltd can have both
positive and negative impacts on the growth and development of business in France and
Australia. It means that the company needs to apply this tool through effective market research
so that all the business environmental factors can be considered which can help in maximising
the advantages of the strategy on company (Festa, 2016). Primary research can also be used by
company like questionnaires so that the views and opinions of the customers in target market can
be known which can help in improving the strategy of company so that larger market can be
captured.

Reflection
While completing this module my knowledge related to entrepreneurship enhanced which is
beneficial for me in the current market scenario where various entrepreneurs are emerging and
trying to capture market. Different entrepreneurial models were analysed during the module
which can be helpful while establishing business in foreign markets. Various strategies and tools
such as Ansoff matrix and marketing mix were used so that the company can strategically
expand its business in target markets so that customers can be attracted and they can become
successful in these markets. This helped in expanding my knowledge related to analytical and
research skills so that strategies which can help in market expansion of company can be
formulated. From the VARK learning style framework i have concluded that my learning style is
audio which helps me in paying attention to the lectures taught in the class sp that i can gain the
knowledge which can help me in becoming highly efficient in my earning skills.
The module also helped in developing my knowledge regarding the likes and preferences of
people of two different geographical areas and the factors which affect them. This has helped in
enhancing my ability to understand various models and frameworks which are applied by
entrepreneurs to be successful in markets. Through this module i analysed that i have a good
learning power and i am able to grasp new things that are taught in the class in an efficient
manner. I also realised that i have good analytical power which helped me in thinking how
various problems can be solved by an entrepreneur while they are operating their business. This
can help me in becoming a successful entrepreneur in future and formulating strategies that can
help in expansion of markets in an effective manner. I also realised that i am effective in
understanding the theories and frameworks which are applied by entrepreneurs which help them
in becoming successful in market which can help in my personal and professional development
and growth. Also the feedback which is received in my first assignment helped me in analysing
the areas where improvements need to be made so that the project can be made highly effective
and high on quality. Through this feedback i analysed that i need to gain a deeper understanding
about the concepts that are applied so that a deeper understanding can be developed which can
help in my future development and help me in becoming successful.
After analysing the formative feedback i have realise that there are certain areas where i am
good and other areas need improvements so that i can do projects in an efficient manner in the

future. In will thus change my approach of gaining knowledge through various sources so that i
can develop a deep knowledge about a concept which can help me in becoming effective in my
analytical part so that the project can be efficiently completed. This will also help me in using the
theoretical knowledge effectively so that it can be practically applied and effective results can be
drawn. Also these improvements will help me in becoming effective in future and make my
analytical and research skills better.
Conclusion
From this report it can be concluded that after the application of a strategy it must be
evaluated so that the effectiveness of strategy in achieving desired goals can be analysed. This
will also help in determining the pros and cons of using strategy so that improvements can be
made which can help in achieving desired aims in an efficient manner. Reflective writing is
important as it help in self analysing the learning which resulted through the project and also
identifying the areas where improvements can be made so that better results can be achieved in
the future projects.

References:
Books and Journals
Delaney, G. and Bates, J., 2015. Envisioning the academic library: a reflection on roles,
relevancy and relationships. New review of academic librarianship. 21(1). pp.30-51.
Travers, C.J., Morisano, D. and Locke, E.A., 2015. Self‐reflection, growth goals, and academic
outcomes: A qualitative study. British Journal of Educational Psychology. 85(2).
pp.224-241.
Festa, G., Cuomo, M.T., Metallo, G. and Festa, A., 2016. The (r) evolution of wine marketing
mix: From the 4Ps to the 4Es. Journal of Business Research, 69(5), pp.1550-1555.
Bhaduri, G. and Stanforth, N., 2016. Evaluation of absolute luxury. Journal of Fashion
Marketing and Management: An International Journal.
Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to
customer loyalty. Journal of Management Development.