Marshfield Bakery Plc: Report on International Marketing & Expansion

This report provides a comprehensive analysis of international marketing strategies, using Marshfield Bakery Plc as a case study. It explores the scope and key concepts of international marketing, discusses the rationale for organizations to market internationally, and describes various routes to market. The report evaluates the opportunities and challenges of international marketing, provides a critical evaluation of the international market context, and assesses the key criteria and selection process for choosing an international market to enter. It emphasizes the importance of adapting marketing strategies for different markets and understanding the legal procedures necessary for successful international business operations. The aim is to offer insights into how businesses can effectively expand their operations globally while maintaining brand image and customer trust. Desklib offers students access to similar solved assignments and study tools.

INTERNATIONAL
MARKETING
Table of Contents

INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
TASK .............................................................................................................................................4
TASK 2..........................................................................................................................................13
CONCLUSION .............................................................................................................................21
REFERENCES..............................................................................................................................22

INTRODUCTION
International marketing is place where the business owner have opportunity to expand
their business for their development and growth of their business in market. It is very important
for organization to expand their for generating more revenue in their organization so they have to
expand their business in international market (Cateora, and Graham, 2020). When business
owner deals their business internationally then management need to trade their products
internationally and this will create opportunity for business that they have to maintain a good
image in market and make more awareness in people about their brand product in market. If
business owner do international marketing then they have to follow all legal procedure and paper
work which they need to do necessary for trading and run their business operations successfully
in international marketing. If management of an organization don't follow all legal procedure and
they don't do their paper work correctly then management of an organization have to face many
problem when they do their operation activity in organization. The project includes example of
Marshfield Bakery Plc which was established in 1984 and the founder of this bakery is Lynne
and Paul White. It has best bakery in UK and it was very famous in UK market because it was
rewarded by wining the best cake and premium qualities of cake in UK. This report includes the
aims and objectives of module and understanding of marketing contributes to their business
strategies in international and it also includes the entry to their selection of international market
and defines their key of success factors. In this report it has been include the investigate their
elements of marketing plan can be adopted or standardised across their international markets. In
this report it also includes the understanding how their organise and evaluate international
marketing efforts.

MAIN BODY
TASK
P1: Analyse scope and key concepts of International Marketing
The international marketing is considered as global marketing operations based activity
which helps a business to increase its sales in the foreign countries. So for that time till today
there management hold the market and maintain their quality and customers trust in market. The
bakery owner of Marshfield Bakery Plc want to expand their business internationally so they
have to full fill all those requirements by owner of bakery to run their business successfully in
market (Schultz, 2017). If business owner complete all procedure correctly then it will help
business owner that they don't face any problem when they are doing and operating business in
international market.
Illustration 1: Marshfield bakery, 2022

Scope: International advertising is appeared as planning, examining, imposing in addition to
selling the products or offerings of corporations at global degree in addition to engaging in the
wishes of character who're residing into diverse components of world. This forms of advertising
is likewise known as worldwide advertising. In present world, the idea of that is huge scope
proudly owning to improving consciousness concerning globalisation into the sector of business.
Some global advertising scope is mentioned below:
 Exports: In this, companies export the completed merchandise to worldwide markets or
its franchises for presenting them an possibility for promoting those items into its
neighbourhood marketplace for you to produce better sales. The sales that is received
through exports is used for making imports payments, overlaying the price associated
with earnings enhancement in addition to improvement of items.
 Fully owned production: A enterprise that possesses important hobby into worldwide
marketplace might also additionally advanced absolutely owned production centers in
respective country. The elements like change barriers, price variations and others
motivates entities to installed unit of manufacturing aboard for gaining general manage
over exceptional and production.

Key Concepts:
There are numerous key standards which can be associated with international advertising and
marketing. Some of them are mentioned below:
 International trade: It is extremely associated with product or offerings float amongst
country (Kaynak, 2021). Here the primary rationale is to attain know-how approximately
the affects of industrial in addition to economic conditions on sources switch amongst
stability of price and country.
 Comparative advertising and marketing: on the time while numerous machine of
advertising and marketing are analysed collaboratively for figuring out the variations in
addition to similarities amongst them is taken into consideration as comparative
advertising and marketing.
P2: Discuss the rationale for an organisation to want to market internationally and describe the
various routes to market they can adopt.
At the time of present , corporations are searching out an possibilities for enterprise enlargement
at worldwide stage as with the aid of using this they will acquire numerous gain like beautify
profitability, income and others. In context of Marshfield Bakery Limited, they're acting its
enterprise operation at worldwide stage in addition to cause in the back of it are mentioned
below:
Moreover, there are fundamental cause due to which corporations inclusive of Marshfield
Bakery Limited searching ahead for worldwide possibilities. Also, there are numerous
marketplace routes that drives closer to growing globalisation from which few are mentioned
below:
 Direct direction: It is contains of that channels wherein enterprise without delay touch
with people into worldwide market for persuading them to shop for the products that is
offered through corporations (Sapouna, Dimitratos, and Zucchella, 2018). Marshfield
Bakery Limited own the capacity to utilise channels like income, representative,
arranging, dispensing mail order catalogues for direct contacting with clients, placing
advantageous photograph and keeping them for longer length through facilitating better
pleasant breads.

 Indirect routes: It consists of channels wherein corporation enters in a agreement with
third part birthday in addition to quit the duty to persuade behaviour of clients to them.
Marshfield Bakery Limited may also choose channels inclusive of OEM companies of
their partners, Channels companions and others.
 Hiring new talent: Through acting internally the corporations can capable of lease new
abilities at paintings region that aids them to perform the enterprise practices in powerful
way. In context of Marshfield Bakery Limited, they plan to carry out at worldwide stage
so it has possibility to lease the personnel from respective regions wherein they aree
acting. Moreover, they also can switch its personnel to some other locations as in step
with the needs.
 Maximising profitability margins: This is taken into consideration as one of the
fundamental motives why corporations are searching ahead for worldwide possibilities. It
is so with the help of using this they will acquire better profitability thru growing its
variety of users. In context of Marshfield Bakery Limited, they plan to perform at
worldwide marketplace due to which they has massive base of clients at respective
location.
So, that is supported for Marshfield Bakery Limited need to adapt channel companions as
direction to marketplace into new locations or country. As those are taken into consideration as
personnel who own powerful understanding of superior strategies which can be triumphing into
respective industry (Javalgi, and Russell, 2018). Therefore, they will additionally cautioned in
addition to facilitated the equipments which may also offer an aspect to this bakery over
competition into this sector.

M1: Evaluate the opportunities and challenges that marketing internationally presents to an
organisation
In the functioning of a business there are various opportunities and challenges which are
faced by an organisation at the marketplace. It is one of the crucial role of top level management
of a business to explore key opportunities which are available to a business. Growth and
expansion at the marketplace are two major opportunities available to Marshfield Bakery which
can help in increasing its revenue and profitability. The Marshfield Bakery can take advantage of
the available opportunities with the help of developing major strategic choices. It is also one of
the major role of a business to analyse focused ways of performing marketing operations in order
to take advantage of key opportunities (Faryabi, Rahimiaghdam, and PourAghabalaei, 2019).
Challenges which can be faced by Marshfield Bakery in the international marketplace include
competitors and their approach to handle the issues in marketplace. In order to deal with the
challenges it is essential for Marshfield Bakery to take into consideration development of major
strategies. Development of focused plans and policies can also help Marshfield Bakery to
perform key operations to deal with challenges.
D1: Produce a critical evaluation of the international market context, including insight into how
organisations should adapt their marketing strategies for various markets.
In the overall development of a business entity, the international market context is a type
of major consideration. It is ethical duty of Marshfield bakery's management to develop effective
actions which are related selection of marketing strategies. The marketing strategies should be
chosen by a company with the help of research of whole market which is present internationally.
The Marshfield Bakery should perform key operations in the international marketplace by taking
into consideration evaluation of whole marketing factors like demand and needs of customers.
The company should also analyse key concepts related to marketing and conduct market surveys
to select best strategies for market development (Steenkamp, 2017). Organisation should also
setup precise supervision and control while implementing the selected strategies. In the global
marketplace, it is crucial for the company to develop key ways of choosing the best strategy to
gain desired success.
P3 Evaluate the key criteria and selection process to use when considering which international
market to enter

The selection of the market for the organisation to enter in international market is one of the
important and valuable concept of the company under which the manager has to consider
different factors. If the managers of the organisation has neglect these factors then they have to
face failure in their international expansion. It depends upon the will and the preference o9f the
managers that which country they have select for the selection of the country. The managers of
the organisation has to analyse the veracity and effectiveness of the market so that the chance of
success can be increased. The brief discussion related to the factors consider by the managers of
the Marshfield Bakery Limited are given below:
 Cost factor :- cost is related to those amount of money which the company has to
incurred on inputs to obtain outputs. Cost plays important role in international expansion
of the company. If the cost of the goods and raw material are high in those country where
the company want to establish their business then it negatively impacts on the profit
margins of the company because the management of the company are restricted towards
the increasing of the price.
 Level of competition :- Today there are large number of companies are operated in the
market where they have developed extensive competition to achieve competitive
advantage over the other companies in the market. It is very important for the managers
of the Marshfield Bakery Limited that they evaluate the level of competition in the
respected country where they want establish their business. It is very helpful for the
company because it provide valid chances for the development of the strategy for the
organisation (Asseraf, and Shoham, 2019). The strategic planning helps the management
of the organisation to make their strategic plan effective in the organisation.
The process and procedure of market entry is one of the essential and valuable function which
the management of the Marshfield Bakery Limited has to consider if they want to achieve
success in the organisation. The steps of the selection process are given below:
 International marketing objective: The selection process of international expansion is
based on the marketing objectives of the company which has operated their business. It is
essential for the management of the Marshfield Bakery Limited that they consider ethical,
cultural ethics in the organisation so that their objectives in the market.

 Preliminary screening: It is the duty of the managers of the organisation that they have
done complete screening of the market which is considered to be preliminary screening.
In this screening of the market, the managers of the organisation has to consider different
factors such as cost effectiveness, raw material and many more so that it can be possible
to becomes success in expansion plan in the market.
 Analysis and selection: The selection of the new market is one of the critical function of
the marketing which helps to provide effective function of the country. There are large
number of factors are present which the managers has to analyse in the expansion of the
company.
 Test marketing: In this, firm sell the goods into specific geographical location segment
for gaining an insight into customers attitudes as well as response to products formulated
through Marshfield Bakery Limited.
P4 Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each
1. There aere large number of entry strategies are present in the market which the
management of the organisation has to consider while expanding their business in new
area or the market. It is essential for the managers of the Marshfield Bakery Limited
bakery that they analyse all the strategies of the market so that the selection of most
desirable strategy for the company can take place (Kasemsap, K., 2018. Schlegelmilch,
B.B., 2022). The brief discussion related to different market entry strategies are given
below:
Strategy Sub Types/
Description
Advantage Disadvantage
 Financial risk is one
of the important
factor of the
 In this type of
transaction, the level
of profitability are

Export By international agent international
marketing and the
level of financial
risk are moderate in
this type of entry
method .
 The cost of the
entry are low in this
type of entry
method.
 It becomes the
primary duty of the
agent to overcome
from different
complexities
present in the
function.
very low which
makes the concept
less effective for the
c\company.
 Global experience
has played
Important and
valuable role in the
success of the
company in the
market. It is not
possible to have
effective global
experience in this
type of transactions.
 Immense reliability
upon international
agent.

By international
distributor
 In this type of
market entry one of
the important of this
transation is that the
requirement of the
staffing are very
low which becomes
cost effective for
the company.
 The cost of the
marketing are very
low in this type of
market entry.
 The cost of
transportation are
very high in this
method of the entry
which becomes
negative for the
company.
 The availability of
the cost are one of
the biggest
disadvantage of this
type of project.
Licensing In this type of market
entry the rights of the
party in relation to the
sale are protected from
the availability of the
intellectual property
rights. This intellectual
property rights are
used by the Marshfield
Bakery Limited bakery
while implementing
their strategies in the
market.
 The cost of the
entry are very less
in this type of
market entry
system.
 The financial risk
are very low in this
type of method.
 The threat of
disloyalty are
always available in
this type of market
entry.
 The level of income
are lower in this
type of transaction.
 Into international
market, there is lack
of control upon
quality maintenance.
Franchising In thisb type type of
market entry system
the sale of the rights
 Here is the chances
of rapid
international
 In this, there is
needs to control the
cost.