BTEC HND International Marketing Report: Zenith Pizza Analysis

This report analyzes the international marketing strategies for Zenith Pizza, a hypothetical pizza chain. The report begins with an introduction to international marketing and defines key concepts. It then explores various marketing approaches, including multinational, global, transnational, and meta-national marketing. The report also examines home and international orientation, comparing Zenith Pizza's competitive advantages in its home market (UK) with the challenges it faces in international expansion. Furthermore, it applies Porter's Five Forces analysis to assess the competitive landscape. The assignment brief calls for an analysis of the global business environment using a PESTLE analysis, the rationales for international expansion, and different strategies Zenith Pizza could employ to enter international markets. It also requires a SWOT analysis to identify opportunities and threats. Finally, the report evaluates market entry strategies, considering key success factors and the advantages of trading blocs. The report is designed to help students understand international marketing concepts and their application in a real-world business scenario.

International
marketing

Table of content
 Introduction
 Various marketing approaches
 Home and international orientation
 Porter five force analysis
 Conclusion
 References

Introduction
 International marketing refers to expand the business operation of the
organization in other country.
 It is based on Zenith pizza which includes various marketing approaches.
 Furthermore, it describe porters five force analysis

Various marketing approach
1. Multinational marketing - Multinational marketing refers to the that marketing strategies, plans,
and tactics that which is created only for a particular foreign market.
Pros:
 Cheaper labour force is available in japan
 Access to lower tax rate
 Independent locations mitigate risk
Cons:
 Higher competition
 Lose of sovereignty
 Economic exploitation

To continue
2. Global marketing - Global marketing refers top that marketing in
which marketing tactics, planning and strategies all have been made foe
the worldwide business.
Pros:
 The small brand grow as global
 Beat their local competitors
 Build global relationship
Cons:
 A greater financial risk
 Different policies and strategies are needed

To continue
3. Transnational Marketing – Transnational marketing is phenomenon
which build upon the globalisation that enhanced by the improvement in
transportation, communication and information technologies force
organisation.
Pros:
 Saving of expenses
 Implementing Japanese good things
Cons:
 Lack of understanding
 Political, legal and operational risk

To continue
 Meta national marketing – Meta marketing is the synthesis of all the managerial, transnational and
scientific social and historical foundation of the marketing. This is an attempt to increase and widen
the horizons of marketing by including the non profit organisation.
Pros :
 Increase power of the company
 Improve estimate of the profits
Cons:
 Enhance risk for business
 Uncertainty in business

Home and international
orientation
 In the home country UK, they have number of competitors such as
massy pizza, organi pizza and many more but still the Zenith pizza is
have competitive advantages because of their pricing and taste. In the
internation expansion, there are big risk for Zenith pizza because for
pizza they are big brand are available such as pizza hut, pizza brust
etcn and also they have strong brand image

Porter five force analysis:
 Supplier power
 Buyer power
 Competitive rivalry
 Threat of substitution
 Threat of new entry:

Conclusion
 From the about study it has been concluded that international marketing important for
global expansion of Zenith pizza
 It has been included various approaches of international marketing.
 Furthermore, it is defined porter’s five force analysis.

References
 Eteokleous and et.aol.,2016. Corporate social responsibility in international marketing:
review, assessment, and future research. International Marketing Review, 33(4),
pp.580-624.
 Hoppner, J.J. and Griffith, D.A., 2015. Looking back to move forward: A review of the
evolution of research in international marketing channels. Journal of Retailing, 91(4),
pp.610-626.

Thank you