International Entrepreneurship: A Case Study of Wenzel

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COURSE WORK 2

Table of Contents
Introduction...............................................................................................................................................3
Select appropriate models, frameworks and/or theories and justify why they are appropriate to
international entrepreneurship................................................................................................................4
Apply appropriate models, frameworks and/or theories within an international entrepreneurship
context........................................................................................................................................................5
Critically evaluate the application of these models, frameworks and/or theories and demonstrate
your learning through reflection..............................................................................................................6
Conclusion..................................................................................................................................................8
References..................................................................................................................................................9

Introduction
International entrepreneurship approach is the systematic process that defines the opportunities
for entrepreneur to make their business worldwide. The term considered as a strong network that
establish the market for small venders. International entrepreneurship is a complete tool for
discover opportunities, exploitation of needs and evaluation of new techniques to set future scope
of business. According to that entrepreneur can conduct their business operations on
international scale that includes importing and exporting od products, develop franchise in other
countries and can do their business at global market. In the research a case study has been
introduced on Wenzel, a private limited company to highlight their operations and services to set
its constant growth (Lortie & Castogiovanni, 2015).

Select appropriate models, frameworks and/or theories and justify why they are
appropriate to international entrepreneurship
The phenomena of entrepreneurship is not only to develop a business and make it international
but also build an organisation that is capable of deal with high competitive market and take
advantage of competition. In order to this a theory has been introduced in this research that
evaluates the journey of Wenzel, a private limited bakery company from coming in the market to
make their success in international platform (Mertens, 2014).
Wenzal has started their business in 1975 with their 60 stores and planned a structure to expand
its business on large scale with 20 more stores in future. The company start their work with
proper strategic management and develop a frame work to implement their strategies.
The Oviatt- McDougall frame work is the formation of international ventures that explains the
characteristics of integrating international business environment and highlights their operations.
The four elements of McDougall represent the strength policies that are for international and
profitability of business entrepreneurs (Sciascia, et. al., 2012). These four factors are –
 Internalization
 Structure of government phenomena
 Advantages of foreign location
 Unique resources
The process of making a business grow need some tactics that should developed by entrepreneur
to make their product identity different from others. In context of that making business
international it is required to make it preliminary analysis that focus on the generation of high
audience (Peiris, et. al., 2012).
Selection of proper marketer and define a way to reach them shows the inner qualities of
entrepreneur. To achieve their objectives first step they need to work on develop strategies to
grow potential of business.
Strategies for international market analysis -

The marketer needs to set target from where they can get more response and then conduct a
research to meet customer desire. This will help the entrepreneur to understand the client
behaviour and help them to invest their capital in right direction. It also provide a way to design
structure for business operations and define the best use of resources in order to increase
consumption.
Apply appropriate models, frameworks and/or theories within an international
entrepreneurship context
In context of Wenzal Company, when the company started their business in UK, it was very
difficult for them to establish their company in daily changing environment. As stating a
business needs capital and resources to fulfil the client demand (Lortie & Castogiovanni, 2015).
Criteria for market selection –
It is not an easy task to establish a business and make it popular among people. As there are no.
of companies in the market that provide various offers to attract customers towards their
organisation. In that context a proper analysis of environment is necessary as it helps the
entrepreneur to focus on their target market. At international stage these factors are necessary to
understand their GDP growth, risk for investing capital at that place, political factor and other
(Peiris, et. al., 2012).
The 7p phenomena for Wenzal describe their skills to represent the McDougall’s theory in
context of internationalization of their business.
The company focus on their production to maintain its equity. The bakery products need to
maintain their quality also tastes was an important factor. The company enhance their product
equity with their new launch of custom made cakes (Mertens, 2014).
The unit bases production required to set their cost according to user satisfaction. Also they need
to keep quality at first. To meet with on demand services company start their delivery services.
At initial level of entrepreneurship, company uses the traditional ways for advertising their
campaign. Now the technology based promotion has taken place of that includes social media,
online marketing, blogs and advertisement campaign.

Based on the framework company presents its venture for globalization and focused on
economic contribution to develop its international existence. The feature of this module
specifies their innovative strategies for improving production that helps to increase possibilities
to stay in competitive foreign market (Sciascia, et. al., 2012).
Critically evaluate the application of these models, frameworks and/or theories and
demonstrate your learning through reflection
This introduced framework concentrates on investigating the possibilities of micro level business
to get settled in international market. Antecedents include forcing and facilitating categories to
divide business into subcategories that helps to define characteristics of entrepreneur. These
factors affect the internationalization of entrepreneur in terms of knowledge of foreign
companies, their laws and standards that is based on their marketing research.
According to the model understanding of these international modules is still limited as the
marketer has no idea about their international exposure and what activities they should evolve to
process their business at global stage (Peiris, et. al., 2012).
In context of Wenzel these module provide a flexible business explore to grow their current
position in international market. Also company needs to analyse their financial status to maintain
its market segment. Moving towards international requires capital and planning of business cycle
and that’s the main reason that Wenzel has its stores mostly in London. The organisation should
focus on their sales and marketing promotions to become recognisable for users.
McDougall framework has their set of theories that provide a clear demonstration of
international marketing ventures and their outcomes. The management of international business
should describe their factors of manufacturing of items and infrastructure to provide open
platform for new marketers. Every company has their own factors that differentiate them from
others. To get sustainability in global market companies need to understand the foreign exposure
of business and then invest their capital in positive direction (Mertens, 2014).
In final future capabilities of entrepreneurs needs efforts to maintain the position of their
business. Also evaluates that entrepreneurship require to focus mainly on export their production

that is the step towards international expansion. In process of export entrepreneur doesn’t need to
invest much amount of money also it reduced the financial and commercial risks. It includes the
relationship with foreign marketers and develops a flexibility to get positive outcome of their
investment (Lortie & Castogiovanni, 2015).
Entrepreneur needs to seek new opportunities for their business and create interactive exchange
relationship with local markets to understand their behaviour and customer perception towards
particular marketers. When a new company enters into the markets they face many challenges
and risks in order to maintain their marketing commitments. The success of any organisation
depends on this phenomenon that includes their self –efficiency, creative skills, time
management and ability to bear the losses. This will help them to get sustainable international
growth and establish their identity on global platform. Moreover the research describes the
positive scope of marketers on international scale (Sciascia, et. al., 2012).

Conclusion
The study shows the positive and negative effects that the Wenzel company face to establish
their market in international platform. Also describe the key points of Wenzal that makes it
difference from other marketers. Also evaluates the opportunities that can help an entrepreneur to
make its identity in market. Marketers need to develop skills-based production and provide
effective results for their growth. Moreover the research evaluates the market analysis that
includes customer requirements, Their perspective towards product, social factor and political
changes that decide the direction of business growth. In context of Wenzal they have developed
their 7p strategy to maintain the success of organisation.

References
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