Report on Marketing Strategy for Frank Food Company in Croatia

This report provides a comprehensive marketing strategy analysis for the Frank Food Company, a UK-based SME, focusing on its potential expansion into the Croatian market. The report begins with an introduction to marketing strategy and its importance, followed by an in-depth PESTEL analysis of Croatia, examining political, economic, social, technological, environmental, and legal factors. A SWOT analysis of the Frank Food Company is then presented, evaluating its strengths, weaknesses, opportunities, and threats. The report further develops realistic, actionable, and measurable international marketing objectives, followed by the design of a global marketing strategy aimed at achieving these objectives. It also addresses product modifications, key challenges in global expansion, and concludes with recommendations for the company. References are included to support the analysis and findings.

MARKETING
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Develop realistic, actionable, measurable international marketing objectives.......................6
Measurable international marketing goals and objectives .....................................................7
Design an boundary of the global marketing strategy Aimed to achieving the set goals and
objectives................................................................................................................................7
Product modifications and key challenges to the global expansion......................................9
CONCLUSION..............................................................................................................................10
REFERANCES..............................................................................................................................12

INTRODUCTION
A marketing strategy is a proper way to promote any business in the market. It refers to
the overall business game plan to reach the customers who can buy their company product and
company can earn profit (Aghazadeh., 2015). Marketing is impotent for each and every business
because it helps to identify the customer and promote business product to the customers.
Customers also get products which can satisfy their needs and demand.
This report will take The frank food company for the study, and they are one of the
famous SME company of the UK and their headquarter is in London. Report will justify the
opportunities in Croatia for the frank food company and it will provide PASTEL analysis of the
Croatia and SWOT analysis of the frank food company . This report will also develop smart
objectives such as actionable, realistic and measurable global marketing goals. And according to
those objective this report will make planetary marketing strategy focus to achieving the
companies set objectives. In the end of this study will cover modification in the pricing ,
promotion and distribution and also provide challenges company can face in the global
expansion.
MAIN BODY
To identify the opportunities in the other market such as Croatia. It is impotent for the
frank food company to see the external factors of this country which can affect this company
and SWOT analysis help company to see what are their strength, weakness opportunity and
threats.
PESTEL analysis of Croatia
Political Factor
Government of the Croatia country is stable an proactive and recently there is no
political issue in this country but it can be occurred during the elections and most of the
politicians in this country is corrupted and it can create big issue for the frank food company if
they are thinking to expand their business in this country (Alqahtani and Gupta., 2017). In this
country all the organization, even SME companies also have to make payment to the corrupt
officers and government it they want to expand their business more. It can create big issue for the
frank food company. As government is providing funds to such small business hence Frank food
company can establish in the Croatia easily and can sustain in this market for longer duration.
Economical Factor

Croatia government treat foreign enterprise equally and this country's labor cost is low
and because of the low labor rates, most of the foreign companies are investing in this market,
and they and getting better profit in this market and comparable to the other markets. This can
affect the probability of the frank food company , and they can expand their business, and they
have top pay low labor wages. Company use this savings provide training to the employees
which can help them to make strong and skillful workers and workers can help The frank food
company to expand their business more. Employment rate of Croatia is high hence people has
adequate income sources that encourage sales hence Frank food firm can easily earn revenues
and can gain competitive advantage by serving people well there.
Social Factor
Almost 20 percent of the people in the Croatia ar4e billow the poverty line but southeast
resign of this country is very modern and all the people in the southeast part of this country
spend their money on the luxury brand, and they like to eat healthy food such as green food and
drinks which does not affect on their health (Baker and Saren., 2016). It can be good opportunity
for the frank food company because their products are Eco friendly and good for health. The
frank food company company's products are cereal bars and coffee are these products are made
with the 100 percent natural ingredient, which is good for health. Company have good
opportunity if they expand their business in the southeast part of Croatia. It will affect their
probability. People of Croatia like to have cereal bars hence demand is high, hence this country
will help the firm in attracting more consumers so that sales can be generated and it can generate
more revenues.
Technological Factor
The frank food company company is using digital technology in their shops and it is
helping them to expand their business more (Baltes., 2015). Business in Croatia does not use that
much advance technology in their workplace and it can be benefit for the frank food company to
expand their business, and they can expand their business by using the technology band they can
also take competitive advantages in this country. Use of automation system, POS machine will
be help the Frank food company in managing operations well and serving many people in a
single time so that revenues can be generated.
Environmental Factor

Most of the part in Croatia is covered in the Amazon forest so environment of this
county but there are some environmental issues in this country include illegal trade in wildlife,
illegal cookery, air and water pollution (Cacciolatti and Lee., 2016), land debasement and water
pollution occur because of the activities of mining, wetland change of state and severe oil liquid,
among others' as the home to around, 13 percent of the all known species, this market has one of
the most diverse accumulation of the flora and fauna and flora on the whole world" effect from
agriculture and industry in the country endanger this biodiversity. Frank food will ensure that it
fulfill CSR responsibilities that would be better in raising its brand image.
Legal Factor
This country law is totally settled on traditions of the civil law and Roman- Germanic
concepts privilege in the same practices. Most of the laws in this country are confined and non
co-defined statutes also represent the sustainable part, and it is playing complimentary role .
Discussion in the courts are set out to the interpretative guideline (Cacciolatti and Lee., 2016).
The frank food company can establish there business in the country by following all the legal
rules of this company. They have to take proper permission from the Croatiaian government, and
they have to follow all the laws, and they have to pay legal tax to the Croatiaian government
according to their structure of the tax. Employment law and trade law of Croatia is very flexible
that aid the firm in running operations successfully and sustaining in market for longer duration.
SWOT analysis of The frank food company
Strengths
 product of the frank food company are attractive (Hunt., 2018), and they distribute this in
the different colors and creative as compare to the other competitor of the frank food
company.
 The frank food company is advertising their product in social media and T.V. This is
helping them to increase their business more ((Taecharungroj., 2017)), and they are
making new customers in the market.
 Its investment strategies are great hence it is able to manage its funds well.
Weakness
 It has limited financial resources and human resource, as it is small sixe firm hence
limited resources create issue for business unit.

 Increasing Competition in the beverage marketing and there and many new entrance in
this market are giving competition to the frank food company with the low prices
strategies. They can overtake if frank food company will not decrease their product
prices (Key and Czaplewski., 2017).
Opportunities
 The frank food company is developing new flavors in cereal barsand coffee, and they are
thinking to representing new packing.
 Globalization is the opportunity for business unit. Expanding their business to the
international market, and they can make more profit in the global level (Kingsnorth.,
2019). They can have better opportunities if they enter in new market with affordable
prices.
 They can have opportunities if they collaborate with the other retailers in the railways,
airports etc. they can earn more profit from their.
Threats
 Competitors are increasing and many reputed brand are also expanding their business in
the market of United Kingdom (Kiseleva., 2017). They can take shares of this company
in the U.K market.
 Cost of the transportation is increasing daily and because of that it is affecting on menu.
 Change in the laws such as employment law is threat for the company and customers law
also affect the probability of the company, and they have to follow all the lows.
Develop realistic, actionable, measurable international marketing objectives
Objectives
 The frank food company wants to raise its profit by 35% till the end of this year.
 To enhance number of customer of Frank food company y by 25% within 6 months.
Realistic Objectives
 Realistic objectives of the realistic objectives of the company is to find the skillful
workers and funding source, so they can expand their business in the Croatia.
 To show presence in the international market and increase their probability.
Actionable Objectives
 Developing proper marketing plan for expansion of the business in the Croatiaians
 Advertisement of the frank food company product in international market

 Achieve their business objectives and Goals
 Expansion of the business in 1 year and take competitive advantage in the worldwide
market
Measurable international marketing objectives
 To achieve success in the international market and expansion of the business
 International marketing with proper strategies
Design an boundary of the global marketing strategy Aimed to achieving the set goals and
objectives
It is important for the company to focus on the international marketing strategy to expand
their business on the international level. They have to study the Croatiaian marketing. In the
international level customers always demand for the high level quality and there are many brands
who are serving high quality cereal barsproducts to their customers so it is impotent for the
company to look for their quality in their product (Morgan And et.al., 2019). They have to study
customers behaviors and their needs and according to that they have to develop their product.
Global marketing strategies
Global marketing are the most impotent part of the global strategies. They have to
identify the the market where they are expanding there business, and they also have to identify
what are their weakness. This will help The frank food company to identify what potentials they
have in the market.
They have to make digital marketing plan for the international market because this can be
the first way to reach directly to the buyers and this will help The frank food company to
identify what actually people want and how company can help them to satisfy. There are some
platforms such as Facebook, twitter and many more where they can target to the customers on
the basis of their interest. This platforms show to the advertisement who are interested, or they
search for those products. This can be beneficial for them and attract many customers from the
Croatia.
It is important for the frank food company to create a consistent and strong brand culture
which always seems familiar to the customers is a priority for the company growing
internationally. They have to provide quality and natural cereal barsto the customers which can
satisfy their demand and needs. In the international level customers always demand for the high
level quality and there are many brands who are serving high quality cereal barsproducts to their

customers so it is impotent for the company to look for their quality in their product. They have
to study customers behaviors and their needs and according to that they have to develop their
product.
Product design also play necessary role because design of the product attract customers,
and they always want clean and good-looking design product (Sanclemente-Téllez., 2017). The
frank food company company should make their product more better and they should provide
verities of the choosiness in the product. Some people like to drink green tea, some like to drink
normal cereal bars and 100 percent natural teas so The frank food company company can
provide variate in the product so customers can choose according to their needs and choices.
Market entry also matter in the international expansion, so they have tho choose right
market entry so The frank food company company can enter the Croatia market (Zhang and
Wang., 2019). They should use join venture market entry method because in the international
market company should have strong financial sorceress and The frank food company company
will need more funding to enter the new market so join venture will be the best way to take
entry in the Croatiaian market. It this strategy company will collaborate with the other cereal
barscompany, and they both invest in the market equally, and they can entree in new market with
the strong financial resources. If The frank food company company will fail to expand their
business in the Croatia market, and they suffer from the loses in this market then they both they
company will share their losses. In this market entry strategy risk factor is very low, and they can
take chance to expand their business in the Croatia market.
Product development is important for the company because in the other county's prole
have different taste and choices, so they should develop their product according to the
Croatiaian market, and they can also bring new products such as green cereal
bars(Schlegelmilch., 2016). Most of the prole in this market drink green cereal barsbecause it is
healthy and help their body to overcome from much decease, so The frank food company
company can enter the Croatiaian market with the green tree product, and they have to make
changes according to the demand of the Croatiaian people.
The frank food company company have to make their market plan before enter in this
market. Becoming the successful business in the all over the world is not merely altering the
languages, company also have to make their own marketing plan consistent with their local
efforts. They have to use their knowledge and according to the global marketing environment

and global trends The frank food company have to market their plan, and they have to implement
with after making the global marketing plan. According to their objectives as soon as this plan
should be implemented, and they have to drown up the map which can cover the overall strategy
and technique to attain those objectives.
Frank Food Company should use diversification strategy where it has to develop new
products of cereal bars and also have to expand into new markets. This kind of strategy would be
better for business unit in generating more sales and sustaining in market for longer duration.
Product modifications and key challenges to the global expansion
Price Modification
One necessary change The frank food company company need is process of their product.
There product prices are very high and it is impotent for the company look for their product and
service prices. In the UK stores they are charging more than any other company and if they want
to expand their business on the global level than they have to give competitive price to gain
competitive advantages (Solberg., 2017). This is only possible it they decease their prices. They
have to provide affordable prices to the customers, so they can satisfy their demand and people
can afford The frank food company company product. This will help them to show their
presence in the international market, and they can achieve high success in the Croatiaian market.
Product Design
One more necessary change which is impotent for them is product design they should
adopt new designers who can design their product more product and better so company can
attract prole to buy their product from them. It is important because high competition in the
international market (Zhang and Wang., 2019). There are many other competitors in the
international market who have better product design as compare to the The frank food company
company, so they should also focus on the design of the product, and they can achieve high
success in the market. This will also help them to achieve their aims and objectives, and they
can expand their business in the other countries and show their name as a international brand.
Challenges to the global expansion
Most companies from the United Kingdom spend in some capacity foreign market if they
want to invest expansion in the global level. In order to win, companies need to take step on the
international markets in order to stay grow and compete in the market. When company face at
the beverage space, there are a lot of situations and challenges that come with developing

strategy for the international level. It is impotent for the The frank food company to understand
this challenges and make proper strategies to overcame from this problem.
Understand language & culture differences
language barriers and cultural differences can be problem for the The frank food
company company with the global expansion . They should have right partners and strategical
supple chin management in the Croatiaian market, so they can expand their business with
efficiency, from the prospective of the cultural differences, company have to accept their culture
or it will be better if they give employment to the local prole of the Croatia.
Building an infrastructure
Building an capable infrastructure which reflect their home base dealing in crucial to
success. This will help company to insure consistency, which will help The frank food company
conversion into a new global operation be identical in all the aspects of the company
(Taecharungroj., 2017). In doing so, still, be careful of native differences.
Managing Costs
International increase is large monitory and The frank food company company have to
invest more on the resources, so they have to be sure that they are managing cost for the shot
term as well long term. In the result company will get benefits in the leverage a proper supply
chain partners can go daylong way in the play in their enterprise.,
Meeting quality regulations
Partner's in the supply chain can help frank food company with the stringent regulatory
requirements. Dealing with the home country of the frank food company company's regulation
can be hard enough but then the addition of the Croatiaian countries rules and regulation which
is totally different, can be mayhem. They should leverage to someone who are expert, so they
can face these problems.
CONCLUSION
As per the report has been taken The frank food company for the study, and they are
one of the famous SME company of the UK and their headquarter is in London. They are cereal
barsmarketers and other and malt drinks. This report has been justified the opportunities in
Croatia for the frank food company and it has been provided PESTEL analysis of the Croatia
and SWOT analysis of the frank food company to understand the factors can affect to the
business and what are the strength of the company. This report has been also developed smart

objectives such as unjust, realistic and measurable international marketing objectives to identify
want are Aim and objectives of the frank food company, And according to those objective this
report has been make international marketing strategy aimed at achieving the set objectives. In
the end of this report has been cover modification in the pricing, promotion and distribution and
also provide challenges company can face in the global expansion. This all has been concluded
in this report.

REFERANCES
Books and journal