Expanding Ma Baker: International Marketing Strategies and Approaches

This presentation analyzes international marketing strategies for Ma Baker, a micro bakery organization known for its homemade and fresh products in London. It contrasts local and global marketing, highlighting the differences in scale, risk, financial resources, complexity, and consumer behavior. The presentation discusses key arguments for both local and global marketing, emphasizing the importance of adapting the marketing mix (product, price, promotion, and distribution) to suit international markets. It explores international marketing approaches like multinational and global orientations, recommending a penetrative pricing strategy and social media marketing for Ma Baker's expansion into Dubai. The presentation concludes with recommendations based on the marketing mix and organizational structure, emphasizing the need for understanding market differences for long-term sustainability.

International Marketing

 Introduction
 Introduction to Company and Market
 Differences between Global and Local Marketing
 Key arguments in relation to local v/s global marketing
 Product, pricing, promotion and distribution approaches
Table of Contents

 International Marketing Approaches
 Home v/s International Orientation
 Conclusion and Recommendations
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INTRODUCTION
International marketing can be referred to procedure of executing
principles of marketing at an international scale. This provides assistance
to the organisation in gaining the attention of a large base of audience.
This PPT is made to understand the concept of local and international
marketing in context of Ma Baker. This is a micro organisation engaged
in bakery sector and providing homemade and natural bread.

Introduction to Company and market
Ma Baker is a micro bakery organization engaged in stipulation of products
such as homemade and fresh breads, pies, cookies and biscuits. It is well
renowned within London and has won several awards for its high quality
offerings. It operates in confectionary industry, more specifically bakery
market.

Differences between Global and Local Marketing
BASIS LOCAL MARKETING GLOBAL MARKETING
Scale of
operations
Here, production, promotion, sale and
distribution of products take place at
local level.
Here, activities take place at global
level.
Risk This is relatively less risky. This is complex and has huge risk.
Financial
Resources
It requires lesser funds as entity
operates within local market.
This requires huge investment as it
deals in various markets and
countries.

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BASIS LOCAL MARKETING GLOBAL MARKETING
Complexity This is not complex as companies conducting
local marketing have knowledge of culture and
laws of home country.
This is challenging and requires commitment
owing to uncertainty associated with laws to
operate in global marketplace.
Consumer
behaviour
Here, behavioural characteristics of consumers
are usually found to be similar.
This deals with consumers having different
tastes, behavioural patterns and complexities.
Example Ma Baker is an excellent example of local
marketing efforts such as social media and
online classes to gain attention of population.
An exceptional example of global marketing is
Airbnb which launched a social media campaign
called #OneLessStranger.

Key Arguments in Local v/s Global Marketing
Global marketing renders opportunity to entity to enhance its customer base
by serving people pertaining to foreign markets. Global marketing has an
edge over local marketing as the former provides the companies with tech
facilities enabling them to increase their market share by doing mass
production to serve the needs of people.

Marketing Mix in Local v/s International Markets
Element Domestic Market (London) International Markets
Product The micro bakery renders organic,
fresh and home-made breads and pies
to meet the needs of people.
The offerings of respective firm would
be adapted to suit the preferences and
demands of people in international
markets.
Price High prices were charged from
customers as entity offers high
quality bakery items without any
additives.
Ma Baker can make use of penetration
pricing strategy to appeal to people
belonging to global marketplaces.

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Element Domestic Market (London) International Markets
Promotion At present time, the bakery organisation
is marketing about its offerings through
social media via platforms like
Facebook, Pinterest and Instagram.
Ma Baker would make use of
marketing plans and campaigns to
gain the attention of people in
foreign markets.
Distribution Ma Baker provides online deliveries as
soon as a customer reflects interest in
organisational offerings on website.
The respective bakery would
leverage use of third parties like
wholesalers as well as retailers.

International Marketing Approaches
There are several international marketing approaches out of which one can
be selected by Ma Baker.
Multinational: These organisations have outlets located in several nations
yet each location functions in individualistic way. Example: McDonald's
Global: These entities have outlets within many nations but follow a
consistent culture across all the locations. Example: Airbnb

Home v/s International Orientation
Home orientation is an approach whereby only the similarities between
markets are observed and it is believed that offerings successful in domestic
market would also flourish in foreign marketplaces.
Implication: This sets enhanced coordination for Ma Baker, between domestic
and international market.

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International orientation is the approach which seeks to assume that there are
similarities and differences between domestic and international markets. This
assists the entity to decide a strategy that can work in all international markets.
Implication: Gaining knowledge of differences lying between markets renders a
strategic edge over rival firms to the respective bakery. This ensures long term
sustainability of company sin hyper competitive business environment.

Conclusion and recommendations based on
marketing mix and structure of organisation
On the basis of above discussion done in PPT, it can be said that
marketing mix is an important concept that needs to be taken into account
while entering international markets. To derive success within Dubai, it is
recommended that Ma Baker should adopt penetrative pricing as it offers
natural bakery items. Also, it is suggested that entity should make use of
social media marketing to significantly gain the attention of customers.

REFERENCES
Jean, R. J. B. and et. al., 2016. Assessing endogeneity issues in international
marketing research. International Marketing Review. 33(3). pp.483-512.
Katsikeas, C. S. and et. al., 2016. Assessing performance outcomes in marketing.
Journal of Marketing. 80(2). pp.1-20.
Martin, S. L. and Javalgi, R. R. G., 2016. Entrepreneurial orientation, marketing
capabilities and performance: the moderating role of competitive intensity on
Latin American International new ventures. Journal of Business Research.
69(6). pp.2040-2051.

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