International Marketing Strategies and Analysis for Zenith Pizza

This report analyzes the international marketing strategies for Zenith Pizza, a UK-based restaurant chain. It begins with an introduction to the company and its current market, followed by an exploration of various marketing approaches, including social media marketing, promotional items, and market surveys. The report details the advantages and disadvantages of each method. It also examines the company's home and international orientation, including a discussion of competitors and the importance of international connections. Recommendations include leveraging social networking sites and implementing a societal approach to cater to consumer needs. The report concludes by emphasizing the significance of marketing in entering new markets and the benefits of a societal marketing approach. The report provides valuable insights into market analysis, competitor analysis, and strategic recommendations for Zenith Pizza's global expansion. Desklib provides past papers and solved assignments for students.

International Marketing

TOC
 Introduction of the organization
 various marketing approaches
 pros and cons of each method
 home and international orientation
 Recommendation
 Conclusion
 References

Introduction of the organization and its current market
 Zenith pizza is UK based restaurant. Zenith pizza is operated on small scale
and only covers domestic market.
 There are less than 50 employees in the zenith pizza. Zenith pizza offers a
variety of pizza to their customer.

Various marketing approaches
 Social Media Marketing
 Promotional Marketing item
 Market Survey

Pros and cons of each method
Advantages Disadvantages
Social Media - Social media marketing is very
cheaper than compare to other
marketing strategies.
- Helps business to cover wider
market area as compare to
other marketing strategy
- It can result in wastage of time
as it consumes too much of
time.
Promotional item - Help in sharing large amount
of information to a customer as
compare to other marketing
strategy.
- Cost of performing these type
of marketing strategy is very
high as need to publish many
item
Survey - Most convenient way to reach
customer and to known their
preference. Survey can be done
with the help of social media
platform also.
- It consumes lot of time as after
feeling the survey need to
gather the data and evaluate
the result.

Home and international orientation
Criteria International orientation Home orientation
meaning International orientation can
be defined as connection of
business with international
market. Import ,export are
various methods through
which company can make
connection with other
countries.
Home orientation is the
process in which company
runs its business in local
market only and has no
connection with
international market.
Competitors of Zenith Pizza Porter Pizza, Organica
Pizza company are local
competitors
Pizza Hut, Domino’s Pizza,
Marco’s Pizza are global
competitors

Recommendation
 Company should take support of social networking sites. This would help in
making strong relationship with global consumers and it will help in knowing
more about their needs and requirements. services.
 Zenith Pizza should implement societal approach in order to tap into
international market, this will help in paying more attention on selling
products asper needs of consumers rather than just earning the profit.

Conclusion
 Marketing plays significant role in organisation, if the firm wants to enter into
new country then it is essential to evaluate various marketing approaches and
implement right strategies so that it can get established in new market easily
and can gain competitive advantage as well.
 Societal marketing approach aids in taking care of social values and taste and
offering products accordingly. This aids in managing the business in new
location easily and dealing with consumers effectively.

References
Vellas, F., 2016. The international marketing of travel and tourism: A strategic
approach. Macmillan International Higher Education.
De Mooij, M., 2015. Cross-cultural research in international marketing: clearing
up some of the confusion. International Marketing Review. 32(6). pp.646-662.