International Marketing Management Report: Ma Baker Expansion in Dubai

This report, prepared for a Master of Business Administration (MBA) program, focuses on developing an international marketing plan for Ma Baker, a bakery specializing in organic and gluten-free products, for expansion into Dubai, UAE. The report begins with an overview of international marketing management and its application to Ma Baker. It then examines the evolution of the product/service with globalization, identifies current global trends influencing the bakery sector, and conducts a PESTLE analysis of the UAE market, highlighting political, economic, social, technological, legal, and environmental factors. International market research is conducted, including a SWOT analysis to identify opportunities. The report analyzes existing consumer behavior towards competitive products in Dubai, considering segmentation, targeting, and positioning (STP). Finally, the report develops a comprehensive marketing strategy, including objective setting and a detailed marketing mix, to exploit the identified opportunities and achieve business goals, such as increasing market share and revenue generation within a specified timeframe. The report aims to provide a strategic roadmap for Ma Baker's successful entry into the Dubai market.

International marketing
management

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Explain how the selected product/service has evolved with globalisation since it was
introduced to the local market, and identify and explain the current global trends that may
affect the selected product/service in the next 5 years...........................................................1
Carry out international market research to show the window of opportunity towards the
product in the proposed international market.........................................................................3
Identify the existing consumer behaviour towards the competitive products in the proposed
international market and demonstrate the window of opportunity for the planned
product/service.......................................................................................................................4
Develop the most suitable marketing strategy (objective setting to implementation) to exploit
the identified opportunity.......................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
International marketing management is the process that has been worked with the
multinational approach and includes the planning, controlling and the execution of conceptualise
promotion and distribution. It is related to the products and the services by which the exchange
must get performed in order to satisfy the need and the demand of the local people. As from this
process the concept pricing has been done by which the objective and the target of the company
will get achieved in more balanced manner. International marketing defines the performance of
the different set of activities that is performed by the business in order to plan, price, promote
and to manage the flow of services of the business to more than one country (Arora, 2018). This
report is based on the Ma baker and it is the award winning bakery that will delivered the real
bread in the London, UK. This report includes the selected products and services that has
evolved with the globalisation as it was introduce to local market, different global trends that has
affect the selected product and services, international market research, existing customer
behaviour towards competitive product.
MAIN BODY
Explain how the selected product/service has evolved with globalisation since it was introduced
to the local market, and identify and explain the current global trends that may affect the
selected product/service in the next 5 years.
As per the today’s scenario, the international marketing will get performed by the
companies to make more profitable interest and with that also developed largest market share
with global acceptance. The companies also get the support of the government while making the
international marketing and with this they have developed more economy and bring better
stability within their business.
Ma baker has got a lot of popularity and name in the domestic market as in UK and that
is same with the other countries as well (Bagozzi, 2018). Thus they have planned to get expand
the business in the UAE in Dubai with the products and services that is more organic and gluten
free as well. While making the expenditure it is must that the business environment of the UAE
by which the more revenue will get collected in more appropriate manner which only profit will
get generated not the loss. Thus the PESTLE Analysis has been analysed that helps to make
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efficient strategies to gain better profits (gluten free and organic bakery items) that is as defined
below as:
Political Factors:
The legislation of the UAE has been defined that the people of Dubai has been suffered a
lot by the diabetic and from the obesity as well. As because of this factor the organic and the
gluten products and services will get more in demand (What are the next major markets for
gluten-free? UAE leads growing Gulf interest, 2019). Thus UAE, Dubai has been suffered from
this issue and that is more in favoured aspect for the Ma bakers (Chernev, 2018).
Economic Factors:
The economic factor of UAE is more massive enlargement of the people that are suffered
from the diabetes and the obese. In addition to this the idea of the Ma Baker is to sell the organic
and the gluten free products that provides more health consciousness in the market by which they
could easily get attract the larger number of people.
Social Factors:
The UAE people have more worried about their living standard and health as maximum
of the people have gone through with the obesity and the diabetes. In this the organic and the
gluten free products are more acceptable as it clearly matches to the need and the demand of the
local people of Dubai. The UAE people have been spend a lot of time while using the social
media and with that a lot of media get affected by this. Thus it could be more beneficial for Ma
bakers as they get used social media platform to gain more publicity.
Figure 1: Social Media Statistics of UAE
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Technological Factors:
The UAE market is being more technological advanced and with that have it is easy for
the outer companies to get comes with the new products and make the innovative in the market
(Deepak, 2019). In addition to this, the Ma baker has got the profit and they get more suitability
and with this have attract the larger number of people by reducing the cost of offered products
and services.
Legal Factors:
It is the factor and in that the quality that must get maintained by the companies while
making the marketing in the UAE marketing. In this the Ma baker must have follow all the
nutritional and the health related law while making the production of organic and gluten free
products.
Environmental Factors:
It includes the concern of the local people about the preservation of the climate and
surround. In this the Ma baker ensure that while making the production of products the carbon
footprints will get decreased with that more sustainability will get maintained.
These are the different trend under which the UAE, Dubai market has been affected a lot
and in that it is measured that the people are more concern about their health as they have been
suffered from the obesity. Thus it is more favourable concept for the Ma bakers and they get
more success in the upcoming 5 years as they get more acceptable by the UAE market as they
need healthy products and Ma baker offered the products with more reasonable prices that helps
to make better base with largest customer base (Gregory, 2019).
Carry out international market research to show the window of opportunity towards the product
in the proposed international market.
The core product and the service that has been proposed by the Ma baker as to get launch
it within the UAE is the organic bakery products and the gluten free products as well. There are
some of the different opportunities that will get proposed in the international market and that
have more beneficiary aspect for the Ma baker. It has been done by using the SWOT analysis
through which the different strength and the weakness of the particular product and services will
get analysed and that is more beneficial for the company and it is as defined below as:
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Fine points Explanation
Strengths The major strength of the Ma baker is that they have offered the healthy
products with more sufficient and reasonable price and that is the biggest
strength of the company. As they are taken the initiative to get launch the
new goods and service in UAE market in order to make more profit and
larger market share. It is more beneficial for the company as the UAE
market is also be more needed of the healthy products and that helps the
Ma baker to get retain in the market for the longer period of time by which
more success and growth will be observed (Hollensen, 2019).
Weaknesses The UAE market has the aggressive competition in the newer market and
that is the major weakness of the Ma baker that they have taken a lot of
challenges and barrier while making the competition to their rivals in the
international market.
Opportunities The major opportunity of the Ma baker is that they have offer the most
healthy products and services at premium prices and with that also provide
the products that is more organic and gluten free that is more preferable in
the UAE market and by their local people as well.
Threats To made the product at reasonable price by maintain the healthy
productivity is the biggest threat as the raw material to get prepared the
healthy productive is quite expensive while selling it to the other country as
UAE (Morgan, 2018).
Identify the existing consumer behaviour towards the competitive products in the proposed
international market and demonstrate the window of opportunity for the planned
product/service.
The existing consumer behaviour of the UAE, Dubai people is that they have more
centred towards the obesity and for the diabetes as well (Hüttner, 2018). In this the more
beneficial outcomes has been generated that are in favoured of the MA bakers as they have
worked with the organic and the gluten free products and services. In this the business
development manager of the Ma bakers must have export the raw based material and ingredient
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that is by making the indirect exporting strategy. In this the agent will take the sufficient
charge as the commission as from get the needed ingredient and thus the company make more
revenue with more sales and gain better profits. In this the Ma bakers have target the adequate
segment that will get performed through the STP model that is as defined below as:
Segmentation: In this the Ma baker have segment the market on the basis of their
behaviour and lankness towards the healthy products (Johnsen, 2018).
Targeting: The Ma bakers must have worked with the people that have more concern
about their health and have consume the bakery products.
Positioning: The organic and healthy products that is offered by the Ma bakers will get
spread more awareness in the market by using the social media marketing and from their attract
the customers.
Window of opportunity for planned product and services.
There are some of the different opportunities for the Ma baker that by which they have
planned with the better products and the services in the UAE market and comes with the product
that is organic and gluten free and these opportunity is as defined below as:
Franchising: It is the method through which the partnership agreement will get
performed in order to make profitable outcomes in the international expansion.
Joint Venture: It is the method in which the partnership will get performed by which
both the parties have equally shared the profit and the loss as well.
Partnering: In this partnership has been performed within more the two companies by
which better market will get target and more profit will get earned. In this the company has been
more target the huge customer for this the beneficial outcomes has been gained.
In this the Ma baker has uses the Joint Venture in this to make better strategy by which
accessibility has been developed, technology, staff, sources as well that helps to make better
growth and development within timely manner (Kotabe, 2020).
Develop the most suitable marketing strategy (objective setting to implementation) to exploit the
identified opportunity.
The different marketing objective has been developed by the Ma bakers and for that they
have target the large number of UAE people and these objective are as defined below as:
Objectives: The objectives that are set by the business development manager of the Ma
bakers are as follows as:
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 To get develop the international market share by 20% with the 7 months of period after
get entered in the UAE, Dubai market.
 To enhance the rate of revenue generation of the Ma Bakers by 30% within the 12
months after the launch in the newer market (Kotler, 2018).
Marketing Mix: It is the strategy that is used by the business development manager of
the Ma bakers to get develops more profit with better sales to get reach the better heights. The
marketing strategy of the Ma bakers is as defined below as:
Element Description
Product Ma bakers will offered the products and services that is more organic and
gluten free that is more healthy and helps to get over from the obesity and
diabetes.
Price Ma bakers will offer the healthy products with more reasonable and affordable
prices by which it is easy to get attract the larger number of people.
Place Ma bakers uses the Dubai market of UAE as those people have more concern
about the health and wealth thus they have loved to take the bakery products
that is more organic.
Promotio
n
Ma bakers will uses the social media platform to conduct the promotion as the
large number of UAE people will get used the social media a lot and it is most
cheaper process that has induce constructive outcomes (Madura, 2020).
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CONCLUSION
It has been concluded from the above report that the international marketing has been
used by the companies to make more profitable changes and larger market share. In this the
company have conduct the PESTLE analysis by which they have make more concerned aspect to
gain more profit in 5 years. After that, SWOT analysis has been conducted to make more
opportunity to proposed international market and the marketing mix strategy with suitable
objectives that helps to make effective benefits.
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REFERENCES
Books and Journals
Arora, A.S. and et. al., 2018. International Marketing and Management Research.
Bagozzi, R.P. and et. al., 2018. Marketing-Management. Walter de Gruyter GmbH & Co KG.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Gregory, G.D. and et. al., 2019. Developing e-commerce marketing capabilities and efficiencies
for enhanced performance in business-to-business export ventures. Industrial Marketing
Management, 78, pp.146-157.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Hüttner, M., 2018. Marketing-Management: allgemein-sektoral-international. Walter de Gruyter
GmbH & Co KG.
Johnsen, T.E., 2018. Purchasing and supply management in an industrial marketing perspective.
Industrial Marketing Management, 69, pp.91-97.
Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
Kotler, P. and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Madura, J., 2020. International financial management. Cengage Learning.
Morgan, N.A. and et. al., 2018. Marketing capabilities in international marketing. Journal of
International Marketing, 26(1), pp.61-95.
ONLINE
Legislation. 2019. [Online]. Available Through:<https://www.fob.uk.com/about-the-bread-
industry/how-bread-is-made/legislation/>.
UAE SOCIAL MEDIA USAGE STATISTICS (2019). 2019. [Online]. Available Through:
<https://www.just-food.com/analysis/what-are-the-next-major-markets-for-gluten-free-
uae-leads-growing-gulf-interest_id134575.aspx>.
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