Analysis of MADO's International Business Operations and Strategy

This report provides an in-depth analysis of MADO, a Turkish ice cream and pastry company with a global presence. It examines the company's international business operations, including an overview of the company and an executive summary. The report delves into crucial aspects such as cultural and ethical considerations, global marketing strategies, international entry modes, and competitive strategies using Porter's five forces model. It discusses the importance of understanding cultural differences, ethical issues, and effective marketing mixes (4Ps) for international success. The report also covers various international entry modes like exporting, licensing, and franchising. Finally, it offers conclusions and recommendations to address challenges associated with international business expansion, referencing key academic sources.

INTERNATIONAL BUSINESS

OVERALL COMPANY
DESCRIPTION
 MADO is a Turkish company that deals in delivering ice
creams and pastry brand with many varieties. Company
has approximate 300 outlets in Turkey and 22 other
countries in the entire world. It is identified that this
company offering a large number of varieties in ice
creams and they serve in cafes to the customers (Casson
and Wadeson, 2018). It was founded by Yaşar Kanbur in
1850. Due to their tasty and healthy products it becomes
of chain in 1991 which deals not only in Turkey but also
in many other countries such as Turkmenistan,
Melbourne, Germany, Sydney, Berlin, etc.

EXECUTIVE SUMMARY
 In today’s competitive world, the international business
increases their space in global market. That means now
every organisation expanding their business by
expansion of business practices in other countries also.
They expand their business in global market which helps
them to diversify their market that automatically reduced
risk of failure (Schworm and et. al., 2017). But in this
regard, companies need to focus on some important
areas when they are looking forward to international
business. It is not easy for organisation to start their
business in international market and run effectively.

Table of Content
 OVERALL COMPANY DESCRIPTION
 EXECUTIVE SUMMARY
 INTRODUCTION
 Cultural Considerations
 Ethical Considerations
 Global Marketing Considerations
 International Entry
 Competitive Strategy
 CONCLUSION
 RECOMMENDATION
 REFERENCES

INTRODUCTION
 International business is the business practices in
which organisations start how to trade in other
countries also or other than their home country.
Generally organisations are doing trade in home
countries where they have an origin. But those
companies which want to show their products in
international market so they move forward to
international business practices. Companies
expanding their business by entering into
international market where many other countries are
also taking participate (Kollmann, 2019).

DISCUSSION AND ANALYSIS
 International business becomes more
interesting topic in now these days as it gives
many benefits to the organisation which want
to expand their business in global market
(Barnard and et. al., 2019). There are five
important considerations which should be
considered by top management mentioned
below:

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 Cultural Considerations
 Ethical Considerations
 Global Marketing Considerations
 International Entry
 Competitive Strategy

Cultural Considerations
 The first important thing which should be considered
by top management of MADO ice-cream cafe that
they have to understand culture of other country.
 Power Distance Index
 Individualism versus Collectivism
 Masculinity versus Femininity
 Uncertainty Avoidance Index
 Long- Versus Short-Term Orientation
 Indulgence versus Restraint

Ethical Considerations
 MADO company needs to consider ethics when they
entering into international business because there are
many ethical issues faced by company which
includes working standards and conditions,
outsourcing, child labour, workplace diversity, trust
and integrity, equal opportunity, human rights,
supervisory oversight, political arena, religion,
bribery, environment and corruption. It becomes
very necessary for the company that they should
consider ethics so that it cannot hurt any sentiments
and expectations of customers.

Global Marketing Considerations
 Marketing plays a very important role in international
business because marketing is only the method which helps to
increase the customer base. It is very important for company
that the use marketing mixes in order to boost the marketing
of organisation which helps to promote their products or
services. With the help of marketing mix, organisation is able
to make their 4 Ps as important elements which make sure the
success of company. Four important Ps are mentioned below:
 Product
 Price
 Promotion
 Place

International Entry
 When organisation wants to enter into
international business then they have to choose
modes of entry in international market. There
are some entry modes which are mentioned
below:
 Exporting
 Licensing and franchising
 Acquisition
 Partnership and strategic alliance

Competitive Strategy
 It is very important for MADO Company that
they need to understand the competitive
strategy which can be done with the help of
Porter's five forces model.
 Threats of new entrants
 Bargaining power of suppliers
 Bargaining power of buyers
 Threats of substitute
 Competitive rivalry

CONCLUSION
 It can be concluded from the above discussion
that international business is a great
opportunity to grow and expand their business.
It is identified and analysed that the many
companies which run their business in
international market very well. But it is not
easy because of their complexity and dynamic
nature.

RECOMMENDATIONS
 It is analysed with the help of dispersion of
international business practices that there are
many things which affect organisation
operations and management such as cultural
differences, competitive strategy, etc. For that
purpose, there are some recommendations that
mentioned below which helps organisation to
reduce and overcome with these challenges:

REFERENCES
 Books & Journals:
 Barnard, H., and et. al., 2019. Migrants, migration policies, and
international business research: Current trends and new directions.
 Casson, M. and Wadeson, N., 2018. The economic theory of
international business: A supply chain perspective. In The
Multinational Enterprise. Edward Elgar Publishing.
 Chabowski, B. R., Samiee, S. and Hult, G. T. M., 2017. Cross-
national research and international business: An interdisciplinary
path. International Business Review, 26(1), pp.89-101.
 Chappell, D. S. and Schermerhorn, J. R., 2021. Introducing
international business experience through virtual teamwork.
In Teaching and Program Variations in International Business (pp.
43-59). Routledge.