International Marketing Report: Ma Baker's Global Strategy

This report provides a comprehensive analysis of Ma Baker, a micro bakery in London, focusing on its international marketing potential. It begins with an introduction to international marketing and an overview of Ma Baker, then critically evaluates trends in the international market sector, considering cultural, economic, and political factors. The report assesses Ma Baker's global development potential, summarizing its product and market focus, domestic, regional, and international success, and current competitive advantages. It also identifies strategic market challenges, including language barriers, cultural differences, and legal regulations. Finally, the report advises the company on developing a sustainable long-term global marketing strategy, recommending strategic alternatives and outlining key elements for a successful international marketing approach. The report concludes with references to support its analysis.

International
Marketing

Table of Contents
INTRODUCTION..........................................................................................................................2
OVERVIEW OF THE COMPANY.............................................................................................2
SECTION 1.....................................................................................................................................2
Critically and briefly evaluate the trends in international market sector in which a company
operates...................................................................................................................................2
SECTION 2.....................................................................................................................................3
Comment on how well a company is placed to develop globally..........................................3
SECTION 3.....................................................................................................................................5
Advise the company on how to develop a sustainable long-term global marketing strategy by
focusing on strategic alternatives as well as development of global marketing strategies by
companies...............................................................................................................................5
CONCLUSION..............................................................................................................................7
REFERENCES...............................................................................................................................8

INTRODUCTION
International marketing refers to the decision making process for the company’s
marketing mix which is based on the potential market outside of domestic market of a business.
In other words, the proper coordination of marketing strategies by an organization which are
essential to trade products and services in an international market environment. In this report, Ma
Baker company that is a micro bakery which situated in the middle of Fulham, London. Under
this report discuss about the trends of environment and market factors as well as the key market
structure which is related to key factors. Summary of the market and product focus, company’s
domestic, regional as well as international success, current competitive advantages as well as
challenges that are faced by the company while going for gaining global market position. In
addition, also recommend the future strategies for taking a competitive advantages of market
position as well as building a successful international marketing strategy.
OVERVIEW OF THE COMPANY
Ma Baker company located within the Fulham, London which is a micro bakery that
deals in fresh as well as home made bread made up of organic as well as stone ground flour.
Presently, this business is functioning in London where it has been getting rewarded by a number
of well renowned organisations as well as agencies for the excellent goods and services which
this bakery strives to offer to the consumers (Richter and et. al., 2016). In addition, this business
facilitates online classes which is listed as one of the top classes to be taken in London.
SECTION 1
Critically and briefly evaluate the trends in international market sector in which a company
operates.
Trends in the environment and market for the sector:
As we all know that international marketing is different from the domestic marketing and
there are many issues which are faced by the companies while they plan for international
marketing (Czinkota and Ronkainen, 2013). Several key factors or elements that are to be
considered by the Ma Baker while making any global marketing decisions.
 Cultural factors: This involves the taste, preferences, language, age, consumer habits etc.
that are necessarily followed by the all business which are thinking to do an international
marketing of their products and services. Languages means mainly translations that
requires to be paid close attention while doing international marketing. If Ma Baker are
not careful towards this aspect then it can spell financial issues in their international
businesses. Taste is also an important consideration which are vary from different
countries as all people demands unique kind of test so Ma Baker company requires to
understand about the taste and preferences of customers where they gone for an
international marketing. Along with its customers habits are also made from their culture
and personality as it sets the customer behavior that are different in every region of a
particular country.

 Economic factors: In this includes demand and supply, financial transaction and banking,
per capital income, relevant class structure etc. that are required while doing international
marketing. While Ma Baker target a potential market country then the wealth of a
particular country is a huge factor in order to know how and when to market their
products and services in that country. In addition, Ma Baker requires to consider class
structure also while going for international marketing of their products as it is different
from country to country. Moreover, supply and demand factor are most considered factor
at a time of marketing a product on international level. Now a days a company has taken
closed consideration of potential market for selling the right thing in the right
marketplace. Also, considering the payment methods and modes in exchange of selling
Ma Baker’s products and services in an international market as it requires credit cards,
debit cards, online payment, cash transfer businesses etc. These kinds of financial
realities will highly impact on the marketing strategies of a company (Armstrong, 2015).
 Political and legal factors: This includes several laws, licensing, permits, fees, tax,
tariffs as well as currency risks. As there are several laws which are vary from country to
country this will highly impacts on the company’s ability as it requires aware of the law
in order to product marketing strategies. Also, the Ma Baker is to give an expensive
license and permits of others businesses in that country for manufacturing and selling
their products. There is also a presence of currency risk as doing operational activities in
a foreign country’s currency while Ma Baker wants to market their products and services.
The market structure of the sector related to key global players:
Market structure refers to the specific area or sector in which a company like Ma Baker
market their products and services in a global market that is directly related to the key
international players. In this shows a geographical location, customer segmentation, targeting as
well as positioning (Akaka, Vargo and Lusch, 2013). The criteria of geographical market is
related to the adequate infrastructure facilities and services in order to ensure that the production
of bakery items of Ma Baker company conduct in a easier manner. Whereas, nature of
competition is also include in this as in this selecting a market along with the consideration of
competitors threats in a domestic market as well as the success pattern of specific industry in
which a company operates their operations. As the company segments their market or target their
customers on the basis of several demographics, psychological, age group, income level and so
on factors to sell their bakery items. In addition, a company efforts for creative a positive market
position as well as position their products in a view of customers in a better way as it results in
high profitability as well as sustainability.
SECTION 2
Comment on how well a company is placed to develop globally.
Summary of the product and market focus and its domestic, regional and international
success:
Ma Baker is a micro bakery located in London which deals in home-made, fresh and real
bread. This business has been continuously winning awards as well as recognitions in the

domestic country. Looking towards the success gained by Ma Baker over a historical of last few
years, this company is seeing the option of growing globally. It is important for this organisation
to market globally as will give Ma Baker the potential to increase their existing base of
customers as well as market share. When Ma Baker will enter into foreign market, it can beat the
benefit of taking the consideration of a large number of persons by opening an outlet in the most
attractive locality of a country. This will help the business in developing a brand that is
internationally well-known among the public and grasps a high stake in market.
Additional, by entering into global marketplace, Ma Baker will be capable to overcome
with the issues and challenges which are related with leading sale within just one nation. For
example: If Ma Bakers only market for local users and there takes place an economic recession,
then a large number of customers will not be capable to pay for the products that are sold by
company. Thus, Ma Bakers is able as well as willing to market globally in order to make sure the
steadiness of company's performance along with a constant flow of incomes and Earning Per
Share (Amankwah-Amoah, Boso and Debrah, 2018). Thus, it is important for this business to
increase their access into global marketplace as well as conduct all marketing activities there.
Basis of current competitive advantages:
Currently, a company Ma Baker have a competitive advantage in a dynamic marketplace
as it structured their approaches as well as strategies in an appropriate manner which helps in
gaining huge market shares and customers. The basis of present competitive advantages can be
considered as follows:
Product The business facilitates fresh, organic as well as home-made breads and pies in
order to serve the expectations and demands of target customers.
Price The pricing strategy of bakery items of Ma Baker was high as the company had
constructed up their loyal base of customers over many years.
Place Here, Ma Baker is facilitating online distribution one a person replicates interest
in company’s products over the website.
Promotion Recently, promotion is being done by the use of social media pages of Ma Baker
over social sites like Facebook, Twitter, Pinterest, Instagram and so on.
It has been summarized or analysed from the above present marketing mix of a company
that are used to take a competitive advantage in a marketplace. There are many strategies which
are related to the company’s own approaches in comparison of their competitors. It is currently
used by the Ma Baker Bakery for distributing their goods in the market effectively.
Strategic market challenges that are faced by the company in order to increase the global
competitive position:
International marketing refers to the concept that can demonstrate to be a bane for any
corporation which are depending upon the technique it is being used as well as the actions which
have been occupied by the company to deal with the issues and barriers that related with this. In
this respect, when Ma Baker will market globally, it can knock the benefits of a several

opportunities while concurrently fronting many challenges which will have to be undertaken by
the marketing consultant of Ma Baker bakery (Baker and Saren, 2016).
Opportunities
While Ma Bakers go into global marketplace, they will have the opportunity to beat
benefit of the following factors: -
Market Infrastructure: At a time of entering into global market environment, Ma Baker
will have the opportunity to increase gain of the high level of infrastructural expansion in that
market. This business will be capable to trust on energy structure, communication as well as
conveyance classification of that country to delicately trade as well as distribute the breads and
pies mass-produced by the company. It will be cost current and easier for the micro bakery to
work in those nations where consistent and well advanced infrastructure is presented.
Enlarged profitability: Global markets incline to facilitate opportunities to Ma Baker by
supplying outstanding infrastructural amenities, substantial, labour which will help in decrease of
production cost of bakery items. When costs are knowingly measured, company has an advanced
probability of making high margins over the foodstuffs and certifying its sustainability in
international marketplace for a longer time duration (Beck, Chapman and Palmatier, 2015).
Challenges
While marketing globally, several issues or challenges have to be engaged into reason by
the company to increase growth and success in the international marketplace, these are discussed
below: -
 Language: Dissimilar words have diverse meanings across the many countries of world.
Ma Baker has to analyse the conversion of the brand value as name and tag-line in
various languages in order to ensure that such versions do not lead to unplanned senses
and offended the sentiments and feelings of resident public.
 Religions as well as cultural values: Across the globe, individual’s belonging to
different religions have social values and customs towards food and beverages that have
to be considered into account by Ma Baker otherwise it may convert into challenge for
the business to sustain as well as boost its revenues there (Hoppner and Griffith, 2015).
 Laws and Regulations: While marketing globally, Ma Baker has to take many legal
elements that includes customs, taxation, trade barriers as well as intellectual property
rights and advertisements so as to sidestep in receipt of sued or penalized.
SECTION 3
Advise the company on how to develop a sustainable long-term global marketing strategy by
focusing on strategic alternatives as well as development of global marketing strategies by
companies.
Recommendations on how to build sustainable competitive advantages in future:
There are 4 P’s of marketing which includes product, price, promotion and place that are
basically impacted when a business moves from a local market to global market. Every country

is unique in terms of their culture, language, customer needs as well as demographics (Jean,
2016). In this respect, while expanding to Dubai and other global markets, the marketing
exertions of Ma Baker will vary from the local country, UK.
Elements With respect of international market
Product The products of Ma Baker can be enhanced as per the consumer demographics,
language as well as packaging preferences of population of the new global
marketplace.
Price Ma Baker can choose penetrative pricing strategy to attract the interest and
attention of target customers in global markets.
Place In global markets, this bakery can adopt several methods that includes suppliers,
retailers, dealers, network partners, global trade shows and so on.
Promotion Within the global markets, business can use strategies and approaches like
marketing campaigns, advertisement, social media as well as sales agents in order
to impact customers to make buying.
From the above discussion, it can be supposed that marketing mix varies in the context of
domestic and global markets. This has to be occupied by Ma Baker to ensure that they arise
success in Dubai. It is also recommended that the bakery should use penetration pricing
strategies to attract interest as well as attention of public in Dubai and hold them for a long
period of time (Katsikeas, 2016). In addition, it is suggested that Ma Baker should deliberate
promotional activities like marketing as well as social media campaigns. In case of products, it is
recommended that the bakery should emphasis upon growing the product creation line
possessing in mind the health-conscious people of Dubai. Ma Baker is recommended to consider
distribution options which taking assistance from intermediaries such as wholesalers as well as
value added resellers to succeed within global marketplace.
Implementation action in building competitive advantages:
International orientation defines as an approach that is created upon the straightforward
assumption which there happen likenesses and variances among the several markets feast across
the globe. Such similarities as well as differences can be stated to decide a strategy which can
exertion in context of all the global marketplace (Martin and Javalgi, 2016).
Implication: This kind of orientation tends to supply Ma Baker a competitive advantage over its
competitors so as to make sure its sustainability in the marketplace.
Ways to assess competitors: This tactic generally undertakes that the risk of rivals is high as well
as they have the ability to cause harm to the goodwill as well as position of business in the
international marketplace.
International marketing approaches
Ma Baker has the choice of implementing one of the several global marketing approaches
that are considered below: -

Multinational: These are the businesses that have openings or amenities located in
numerous countries yet each place functions in its own way. Example: McDonald's
Global: These are related to those that hold outlets spread across many countries but they
track a unvarying company culture with reliable set of procedures which help in enabling an
effective as well as efficient single international business. Example: Airbnb, Starbucks, Apple
etc.
Transnational: These are the companies that are complex in nature as well as operate
significant services while expanding business in more than one country. They do not exactly
provide consideration to any specific nation as their nationwide household. Example: Nestle
CONCLUSION
It has been concluded from the above report that international marketing is required for
doing expansion in an achievable manner that is a profitable way present to organisations
operating at national level. It has been viewed that local as well as international marketing are
two completely diverse concepts. It is measured that global marketing offers several
opportunities as well as challenges by the company that must be considered by the marketing
consultant of an organization. In addition, it has been experienced that there are several strategies
for taking competitive advantages of a company to market on global level. As it is recommended
that this entity should adopts licensing that owning to the mislaid cost of entry as well as reduced
financial risks that is associated with its implications.

REFERENCES
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