International Entrepreneurship: Luminary Bakery's Market Entry

This report examines Luminary Bakery's international market entry strategy, focusing on its expansion into Australia and Denmark. It begins with an introduction to Luminary Bakery, highlighting its mission to support women's employment and its product offerings. The report includes a competitor analysis, SWOT analysis, and market selection based on demographic and geographic segmentation. It justifies the selection of Denmark and Australia as target markets, followed by an external environment analysis using PEST and Porter's Five Forces. The report also discusses Hofstede's Cultural Dimensions and the chosen entry mode of franchising. Furthermore, it explores the Customer Brand Engagement Model and the 4Ps of marketing mix. The conclusion summarizes the company's aim to increase profitability and revenue by expanding into new markets, utilizing STP analysis, and strategically employing the marketing mix.