Expanding Hasty Tasty: An International Marketing Analysis for the USA

This report examines the international marketing strategy of Hasty Tasty, a UK-based pizza company, as it plans to expand its business into the USA market. The report begins with an introduction to international marketing and then undertakes a PESTLE analysis to evaluate the political, economic, social, technological, legal, and environmental factors influencing the company's success in the USA. It explores the positive and negative impacts of each factor. The report then addresses product modification, including promotion, pricing, and distribution decisions, and identifies key challenges in expanding the business internationally. It sets SMART objectives for the company's expansion and outlines an international marketing strategy. The report concludes with a summary of the findings and recommendations for Hasty Tasty's successful market entry into the USA.

International
marketing

Table of Contents
INTRODUCTION...............................................................................................................1
TASK 1...............................................................................................................................1
PESTLE Analysis...............................................................................................................1
Marketing Strategy...........................................................................................................8
Examine the opportunities within the country in context with selected organisation...10
Product modification in the different terms like promotion, price and distribution
decisions along with the challenges in order to expand business globally.................12
Key challenges while expanding the business at international level...........................13
SMART Objectives.......................................................................................................14
International Marketing Strategy..................................................................................15
CONCLUSION.................................................................................................................19
REFERENCES..................................................................................................................1
Books & Journals...........................................................................................................1

INTRODUCTION
International marketing refers to a method where companies satisfy various
requirements and demands of individuals residing in different countries across the
border. It refers to a multinational process which includes planning as well as executing
various concepts which consist of price, distribution of products and services and
promotion in order to satisfy goods and services of a person or whole country
(Morschett, Schramm-Klein and Zentes, 2015). In the present report a UK based Small
and Medium Enterprise (SMEs) which is Hasty Tasty and selling pizza in UK and
decides to expand its business by selling its products and services in the market of
USA. In order to made this expansion, company need to evaluate the current market
situation so that they can effectively perform their functions in order to make probability
and positive brand image of the company. For this, PESTEL as well as SWOT analysis
is going to be conducted by the management team of company.
TASK 1
As per the mentioned scenario, it has been said that it is required to examine the
business environment for expanding the operations and activities of the chosen
company. In this report, Hasty Tasty is chosen as the base company which is located in
UK and wants to expand its business operations in USA with the product which is Pizza.
In order to evaluate the market conditions, managers of organisation used PESTLE
analysis which are as follows:
PESTLE Analysis
Hasty tasty is mainly deals in pizzas and many other snacks and attract ample
number of customers towards their company. Stores of Hasty Tasty is mainly located in
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industrial area, colleges and offices where more individuals will be attracted towards the
products and services offered by them. There are many factors which affect the
performance of Hasty Tasty while expanding its business in the market of USA (Kotler
and et. al., 2018). These factors are political, economical, social, technological, legal
and environmental. All these elements are going to be discussed in detail as follows:
Political: There are many political factors like taxation, competitors who are
working with same quality and quantity in pizza world. Industry related with service
sector, pricing regulation like price should be high or constant according to the demand
of customers or on the basis of level of competition, level of cooperation in service
sector, legal framework of organisation, trade regulation and traffic issue relate to
services. All these factors largely affect the working functions of the chosen organisation
which is Hasty Tasty. Therefore, it is necessary for them to deal with these factors in an
effective manner and produce positive outcomes (Skarmeas, Zeriti and Baltas, 2016).
Along with this there are some positive as well as negative impact of political factor on
the organization who wants to expand its business operations at international
marketplace.
Positive impact: As this factor involves in the different kind of taxation laws and
legal rules and regulation which is very helpful for this selected organisation in order to
expand their business in USA. With the help of this they can face any kind of
competition within the market and able to grab future opportunities. Along with this,
company can enhance their efficiency, performance and profitability and maintain their
position at the competitive marketplace.
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Negative impact: Due to the changing policies within the environment, food
organisation can get affected by the different rules and regulations of USA government
in a negative manner. Therefore, it can be reduce the higher profit within the firm. In
addition to this, different kind of political factors have their own impacts which highly
affects the performance of small and medium enterprise.
Economical: It is the factor which includes inflation as well as interest rate,
labour cost, employment rate, economic condition of the country. According to the
second element of PESTLE analysis, economic condition of the company is very strong
in order to expand their business operations. In addition to this, it has also been
examined that US is the country which is highly educated and conscious towards their
health. Fast food culture within the country is not so popular as people living in USA are
more focused on healthy and fresh food (Mathews and et.al., 2016). Therefore, in the
present context of Hasty Tasty it is very necessary for the company to keep all these
things in their mind, while producing goods and services and expanding their business
at USA market. Along with this, company need to manufacture healthy and fresh food
according to the requirements of health conscious people. There are some positive as
well as negative impact of economical condition which largely influence the working
culture of the chosen company.
Positive impact: According to the current economic condition of the country,
while expanding business operations of Hasty Tasty company get benefits. As USA is
having strong economic condition. It will positively affect the profitability of organisation
at the marketplace. With the help of effective economic condition of the country,
company will be able to earn high return on their investment.
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Negative impact: On the other hand, negative impact of this above factor
indicates that present business organisation required to follow effective tools as per the
present environment within the USA (Martin and Javalgi, 2016). Basically company
needs to be aware with current economic position of the workplace so that employees
can get benefited otherwise company can lose their people if they will not proper cost
and salary package to their workers.
Social: Social culture of an organisation like what is working culture of hasty
tasty. Attitude of the population and social plan play an important role like what is
demanding market of hasty tasty. Class structure and power society in the society is
more effected on organisation. attitude of the customer like some customer are to much
foodie they like pizzas but some are diet conscious so they cant take pizza on regular
basis and some are too much health conscious they can't eat pizza and all snakes. So
these are some attitude which accrues as a problem (Lovelock and Patterson, 2015).
Hasty tasty should deal with all problems. Some culture are also effect them like gender
roles and social conventions etc. education sector like education level as well as
education standard in the hasty tasty industry. This is nature of society like some
societies encourage entrepreneurship and some don't. So it is also accrue like a major
issue. Other customers are leisure interests. So it can say that social factors get
effected the prod fit of organisation and hasty tasty should deal with the all these
problems with a batter isolation. It is important for devel0opment of hasty tasty.
Positive impact: As per the above discussion social factor involves in the
different kinds of belief, norms, values and different activities, so that selected
organisation can maximise their profit by using proper innovative things in their food. On
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the basis of this, they can easily expand their business in USA. In order to more
improvements they need to bring good values and required to change few function so
that it influence people positively in an appropriate manner.
Negative impact: In this factor of negativity company have to face lots of laws
and rules within the USA just because people have several kind of taste and
preferences and culture even (Baker and Saren, eds., 2016). Therefore, Hasty Tasty
need to follow corporate social responsibility in order to launch their product with lots of
effectiveness within the environment.
Technological: Technology is important factor for an industry. In last few yeas
mostly industries depends on technology. technology development is also increase the
product requirement but there are some factors which effect the organisation and those
are like impact of cost stricture, if the price of pizza is higher than other competitor than
customer take that products (Souchon and et. al., 2016). Rate of technological diffusion
is also get effect organisations. There are impact of value chain stricture in services
sector. So in all this manner it can say that technology impact on what the product hast
tasty organisation offering. There are various other factors related to existence,
availability and development of technology which effect an organisation most. This
factor can reduce by taking risk, opportunity and threat on business. Hasty tasty should
deal with all these factors because these are barrier in business and cant earn more
profit. Through finding a batter solution hasty tasty can deal with all these projects.
Positive impact: As it is the positive scenario of this factor, it will helps a lot to
Hasty Tasty, by using this term they can make their business effective and attractive in
front of the other people. On the basis of this criteria they can apply and adopt unique
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things within the competitive world. By this employees can get motivated in front of the
others. By using innovative technologies company can make their lots of customer's and
able to gain so many opportunities for future within the USA market (Christodoulides,
Cadogan and Veloutsou, 2015).
Negative impact: According to this point of view company can get influenced in
the negative way, because if they will not follow the proper techniques and technologies
than they will not able to attract their customers from the new technologies that's why it
can be negative impact on the society of USA. For improving themselves they are
needed to have effective and proper good impact on the people by using good
technologies in an appropriate manner.
Legal: Under the legal factor of PESTLE analysis, all the laws and regulations
are included in this. It is very necessary for the company to follow rules formulated by
government of country. Each and every country have their own rules and regulation
which is very essential for every organisation to follow them effectively and properly
(Alserhan, 2017). In case of Hasty Tasty, if the company wants to expand its business
operations at the marketplace of USA, it is important for them to follow all rules and
regulations develop by the government of that country. Legal regulation includes various
laws which is formulated in order to protect the rights of employees as well as for the
safety of customers. USA have very strong legal system which aid their citizens and
other business organisations in order to protect their intellectual property right. In
addition to this, country upholds fair and equal treatment to the international as well as
domestic business enterprises. In context of Hasty Tasty which is a UK based company
its management team wants to expand their business operations in the market of USA.
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Therefore, it is very essential for them to follow all rules and regulations effectively, so
that they gain positive advantages at the new marketplace. There are both positive and
negative aspects of this factor (Bowie and et. al., 2016).
Positive impact: It has been said that, there are some rules develop by
government of USA which will aid the company of UK while expanding their business
functions. With the help of effective and fair rules and regulations, they will be able to
attract large number of business organisation towards their economy. Similarly,
management team of Hasty Tasty get opportunities to perform their task effectively and
gain competitive advantages.
Negative impact: According to this, some times companies are not able to gain
their main targets and achievements due to the lack of knowledge about new laws and
legislations, that's why it influence people in a negative manner and as per this they are
not able to fulfil customer's demand at the right time (Bianchi and Mathews, S., 2016).
Therefore, Hasty Tasty required to make effective rules and regulations so that they
can easily gain their goals and objectives in a proper manner. Apart from this if this
chosen organisation will follow the law and legislation of UK government than they can
face their competitors and able to increase their future growth so that this sort of
concept can reduce negativity from this.
Environmental: Environmental factors affect the environment of an organisation.
Environmental factors are classified into two parts and these are like internal factors and
external factor. there are some internal factors and those are leadership is directly
related to organisation growth, communication is also important because by a good
communication skills the employee of hasty tasty promoter this product well and it is
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important for an organisation, organizational structure is also get effect on the
organisation growth. External factors also effect the organisation through social,
economical and technological factors (Richter, N.F. and et. al., 2016). These factors are
works in broad Ares. there are many cases where a leader learn and communicated
with the organisation very well but these factors affect on that. There all factors create
many problems. So hasty tasty company should find a batter solution and increase its
growth of organisation. This is important sector of all this.
Positive impact: According to the above factor this can be said that environment
is the effective factor of every company so that it can be easily impact on the people of
USA country. If company will follow proper external factors of the USA then they can
make better plan to expand their business and achieve proper goals in a proper way
(Tan, Q. and Sousa, C.M., 2015).
Negative impact: According to this factor, this can be said that some times
company is not able to see all of the external area than they faces lots of difficulties
within the competitive business environment that heavily impact on the people in a
negative manner.
As per the above report, with the help of PESTLE analysis, Hasty Tasty examine
the current market situations and circumstances. Along with this, it will aid the company
in order to expand its business operations at the competitive marketplace and perform
effectively according to the market conditions.
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Marketing Strategy
Marketing strategy is a strategy for business where all the aware people who
known about the organisation convert them into customer. Organisation want to make a
habit of its products for product development. Marketing strategy is designed by proper
formate where they mastication all the strategy like what is plan, a particular activity
consume how much time and what is the cost of that project, how much profit can earn
by this particular project (Katsikeas, C. S. and et. al., 2016). So all these plans are
necessary for implementation of a particular project. These all plans are important for
growth of an organisation.
Segmentation, targeting and positioning-
Segmentation, targeting, and positioning is a approach in marketing strategy.
This process is mostly using for specific target market where an organisation can target
there market in particular segmentation. this process is also uses for achieving a target
and implementation on that specific poisation. It helps the organisation for maximization
there profit. brief discussion of all these approaches are-
segmentation-
segmentation is kind of deviation of its customers according to their
characteristics, income, personality and their behaviour. Segmentation is basically
deviated into four parts and these are as geographical, demographics, psycho graphic
and behavioural (Skudiene, Auruskeviciene and Sukeviciute, 2015). So geographical
segmentation is like deviation of customers according to p;population, climate, areas,
countries, cities and villages. Behavioural segmentation n is depends on the loyalty to
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the brand, frequently uses of products etc. these both segmentation are important for
hasty tasty organisation. They take pizza frequently for taste and using it as a status.
Targeting-
Targeting strategy is an important strategy of marketing. In this an organisation
target a particular market according to their age group, demand in the market, habit of
customer, money, other benefits,criteria size and many other things. these particular
things which help the organisation to factious on that to earn more profit and for explore
business (De Mooij, 2018). Mainly in this approach hasty tasty organisation facuse on
the age group and income of the customer. Kids and adults likes pizza rather than
another things. This by they are focusing on age group. income also effect all these
things because rich people mostly invest in this.
Positioning-
positioning is the last step of STP process. Main purpose of positioning is to
promote a product in a particular sector of market. this is a very important concepts of
marketing strategy. Promotion of a product is necessary for the organisation because
through this promotion activity mostly organisation introduce their product to the market.
so this positioning strategy is depends on these things like the need of the
customer,perception of the customer, price of the product also effect because if price is
re-enable than all type of customer can buy this but the price of the product is soi high
than they cant buy that project, quality of the particulate product, convenience for the
customer by products, which kind of customer services are provided by the organisation
to there loyal customers (Kerrigan, 2017). This positioning is important because market
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