International Marketing Plan: Marshfield Bakery in the UAE

This report provides an overview of Marshfield Bakery Limited and its international marketing strategies. It explains the difference between global and local marketing, detailing the product, pricing, promotional, and distribution approaches used by the company. The report evaluates the circumstances surrounding international marketing, explores different international marketing approaches, and compares home and international orientations. It recommends that Marshfield Bakery adopt a penetration pricing strategy to attract customers in the UAE and suggests implementing global approaches for expanding operations. The report concludes that marketing plays a crucial role in the growth of an organization and emphasizes the importance of implementing suitable marketing mix strategies to gain competitive advantages.

International marketing

Table of Content
 Overview of organization
 Explain the difference between global and local marketing
 Product, pricing, promotional and distribution approach
 Evaluate the circumstances
 International marketing approaches
 Compare home and international orientation
 Conclusion
 Recommendation
 References

An overview of the organisation
International marketing includes analysing foreign
countries as well as identifying the target market. In
this report chosen organisation is Marshfield
Bakery Limited that is related to manufacturing
range of bakery items such as rusks, pastry, cakes,
biscuits and various other. Headquarter of
organisation situated in United Kingdom.

Explain the difference between
global and local marketing
Basis of comparison Global marketing Domestic marketing
Meaning It is related to the activities of production,
distribution, advertising products and
services in outside the home country.
Domestic marketing is related to
marketing activities within geographical
boundaries of a nation.
Areas served and business operation It served to larger because it operates its
operations in more than one country.
Area of domestic marketing is small and
its business operations are limited to
single country.
Capital requirement High Low

Continue…
Marshfield Bakery Limited involve in conducting marketing
strategies such as social media and internet marketing to
attract huge number of customers. Example of international
marketing is Airbnb that conduct social media campaign
named as Onelessstranger that helps organization to attract
1.5 million customers in order to book accommodation all
over the world.

Product, pricing, promotional and
distribution approach
Element Domestic market(UK) International Market(UAE)
Product Organisation provides fresh cakes, pastry and other
bakery products to meet requirements of domestic
customers.
Marshfield Bakery Limited analyse customer’s needs, taste and
preferences of customers that provides them products and
services accordingly.
Price In global market, bakery establish its pricing higher as
well as it developed some loyal consumer base.
Marshfield Bakery Limited uses penetration pricing at
international level that attract huge customer’s attraction in
global market.
Promotion In domestic market, organisations use social media sites
such as Twitters, Facebook and various other.
In global market place, business uses intense strategies
marketing campaigns, social media and others methods to
influence customers to buy product and services.
Distribution Marshfield Bakery Limited uses online delivery option
to distribute their products and services to customers in
efficient manner.
Into global market, Marshfield Bakery Limited bakery uses
different methods of distribution such retailers, channel partners
and various other.

Evaluate the circumstances
International marketing is an effective approach that provides
various opportunities to organisation to gain higher market share
and customer base at international level. Implementation of aspects
enable business to continue with local approaches. Also effective
infrastructural communication quality facilitates benefits of an
organization in relation to organization context.

International marketing
approaches
Marshfield Bakery Limited evaluates these approaches are select the best one
that enhance its sales and profits in international market. Some approaches are
mentioned below:
 Global marketing approach
 Transactional marketing approach
 Multinational

Compare home and international
orientation
 Home orientation is defined as the approach in which organisational workforce
concentrate on observing similarities between marketplaces as well as recognise
that which goods or services are effective in home country. This approach can be
used in another country as well.
 International orientation: It is defined as the effective approach that is
related to the basic conception that there are various differences and similarities
are exist between different market places.

Recommendation
It is recommended to Marshfield Bakery Limited should adopt penetration pricing
strategy for the purpose of attracting huge customer of UAE as well as retain them
with organisation for longer period of time. Along with that it is suggested to the
organisation to conduct various marketing campaigns and promote organisational
products and services. It advised to implement global approaches for expanding
their operations in global market place.

Conclusion
As per the above report, it can be concluded marketing plays important role in the
growth and development of an organisation and enable it to attract huge number of
customers towards organisational product and services. Global marketing provides
various opportunities and challenges to business that need to understand properly
and take actions accordingly. It is important for the organisation to implement
suitable marketing mix strategies and implement them in organisation to gain
various competitive advantages.

REFERENCES
 Roggeveen, A.L. and Beitelspacher, L., 2019. Understanding and implementing
CRM initiatives in international markets. International Marketing Review.
 Tower, A.P., Hewett, K. and Fenik, A.P., 2019. The role of cultural distance
across quantiles of international joint venture longevity. Journal of International
Marketing, 27(4), pp.3-21.