Marshfield Bakery's International Marketing Strategy Report

This report provides an analysis of international marketing strategies with a focus on Marshfield Bakery Limited, a UK-based bakery company. It explores the scope and key concepts of international marketing, including exports and fully owned manufacturing. The rationale for international marketing is discussed, highlighting advantages like enhanced profitability and revenue generation. Various market entry routes, such as direct and indirect routes, are evaluated. The report also examines the opportunities and challenges of international marketing, including market selection processes and key criteria for choosing international markets. Different market entry strategies, including exporting, licensing, and franchising, are analyzed with their respective advantages and disadvantages. The report concludes with recommendations for Marshfield Bakery based on market evaluation criteria and entry strategies, suggesting the adoption of a licensing marketing strategy due to its lower entry cost and financial risk.

International
Marketing(PART 1)
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INTRODUCTION
International marketing means that process which is used over developing principles at
international level leading towards fulfilling individual's requirement within different parts of
world. It is used in order to represent global marketing making expansion of firm done with local
strategies of marketing through providing relevancy over identifying targets present within
market for formulating decision in relation to global perspective. Such marketing helps over
undertaking various perspective related to international marketing. As per the scenario the
organization that has been taken within the report is Marshfield Bakery Limited that is used for
manufacturing biscuits, rusks, pastry, cakes and various other baker products. It has
headquarters within United Kingdom and has been providing services with products. The report
deals with key criteria and selection procedure for using plan used for entering within global
market. Further, discussion has been done with advantages and disadvantages with an overview
of international marketing approaches and international orientation.
MAIN BODY(PART1)
Introduce the chosen organization and then analyse the scope and key concepts of international
marketing.
Marshfield Bakery Limited has been operating since 1984. The organization has been formed by
Lynne and Paul White. The bakery manufactures hand made fruitcakes, seasonal goods, cakes,,
breaks and other items which are award-winning products. Further, organization is located within
Dyrham, Wiltshire, UK as well as distributing products across Europe. Also its makes operations
performed within Wiltshire by recognizing effective items of bakery and services are provided to
clients (About Marshfield Bakery Limited, 2019). Now they are rolling out new products
development program in order to create opportunities within new marketplace of Africa.
Scope:
International marketing is based over planning, examining with implementation over
promoting goods and services within firms at international level making accomplishment done
over needs of an individual living within various parts of world. Such marketing is known as
global marketing the concept if based over large scope owing for enhancing awareness related to
globalization within the business. Different scope of international marketing are discussed as
follows:
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 Exports: As per this firms over exports over finished products within global market or
franchisee in order to provide opportunities for selling goods within local market in order
to procedure with higher sales (Dwivedi, Kapoor and Chen, 2015). The revenue which
gained with help through exporting over making imports payments, covering cost related
through enhancing development of goods required to be sold by bakery.
 Fully owned manufacturing: In this business posses proper interest within international
market as it helps in developing better manufacturing process within an country. The
factor is based over trade barriers, cost differences and establishes production upon
gaining control through quality management.
Key concepts:
There are different key factors that is based over making global marketing and helps in
enhancing it. It has been discussed as follows: International trade: This is based over various kinds of product and services followed
within country. The main intention over obtaining knowledge through influencing
commercial financial situations transferring among balance of payment within country.
 Comparative marketing: In this various system of marketing has made analysis
collaborative over determining similarities based over comparative marketing. This is an
important factor which has helped in making analysis done over markets and situation
related over it.
Discuss the rationale for an organization to want to market internationally and describe the
various routes to market it can adopt.
In present time firm has been looking over developing opportunities which leads over
making global expansion possible within new market(Eteokleous, Leonidou and Katsikeas,
2016). Through this different advantages has been obtained like enhance profitability, sales and
revenue generation making organization attain place within market. In relation to Marshfield
Bakery Limited its performance makes business operations performed at global level that is
making discussion done as follows:
 Hiring new talent: Through this performance is improved internally over firms able to
make new talent enshrined at work which aids over operating business practices in more
effective way. In relation to Marshfield Bakery Limited, they have been performing
global level helping in transferring of needs with staff members. It is based over making
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transfer done in more effective manner which improves employees stability. Through
this better employee strength is improved.
 Maximising profitability margins: This is one of the most effective reason which is
used for building opportunities at international level(Griffith and Zhao, 2015). This
makes high profitability increased with range of users. In relation to Marshfield Bakery
Limited plan has been operating within global market as large base of consumer is
formed within particular location.
The main reason in relation to firm has been improved over Mrashfield Bakery Limited
looking forward in order to create global opportunities. Through several marketing routes drives
develop globalisation in relation to this discussion has been done as follows:
 Direct route: It contains channels which makes business directly contact with
individuals within global market place over perusing them for buying goods that is sold
through firms. In relation over Marshfield Bakery Limited there are various kinds of
channels which are used in order to develop direct contacts with consumers making there
needs fulfilled more effectively.
 Indirect routes: In this channels are included making firms enter within contract with
third party making accountability to be handled by influencing behaviour of customers to
them(Indirect Routes to Market, 2016). Through this Marshfield Bakery Limited has
been opting channels which is related over OEM partners, Channels partners and others.
So, it can be analysed that Marshfield Bakery Limited should be adopting channel
partners so as to route within market over new places or country. This is considered over
possessing knowledge through advancing techniques prevailing within industry. Through
suggestion facilities over equipments is an edge to bakery over competitor within sector.
Evaluate the opportunities and challenges that marketing internationally presents to an
organization.
Market selection are one of the most important procedure which is used by Marshfield
Bakery Limited over obligation for firms in order to obtain success within global market. The
selection process steps has been discussed as follows:
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 International marketing objective: The markets as per chosen objective which entities has
been making expansion done within international market. These are used for assuring
about ethical, culture, legal and regional value of country that is profound over product of
bakery that are served by Marshfield Bakery Limited. Its also helps in making product
circulated at global level. Parameters for selection: There are different kinds of perspectives which are related with
Marshfield Bakery Limited seeking that availability of raw material and infrastructure
develops government regulation which is developed(Hult and et. al., 2018). Preliminary screening: In this market does not posse about potential servings which is
profitable place for firm that has been undertaking different factors like economical
structure, customers attitudes, per capita income and others. Analysis and selection: Then selected market place has been assessing over performing
feasibility related to cost benefits. In this effective market area is selected upon choosing
performance of business started by Marshfield Bakery Limited which makes breads,
cakes and other bakery items available to people within global market. Test marketing: Under it firm has been selling goods over specific geographical area
segments in order to gain insight over customers attitude responding products formulated
by Marshfield Bakery Limited. Through such marketing customers needs and preferences
are understood over products sold by an organization like Marshfield Bakery Limited.
 Commercial production: Since the outcome is based over testing marketing and
identifying positive part of business performance with mass production within global
market. This leads towards making positive approach developed within global market
making organization achieve its perspectives in relation to global market(Process to
select International market, 2018).
Evaluate the key criteria and selection process to use when considering which international
market to enter.
Key Criteria
In this criteria has been made over choosing global geographical market place that has
been explained as follows: Nature of competition: In this market place is selected for selecting consideration in
relation to threats of competitors which is present within global market area making
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success patterns developed over particular sector improving companies performance.
This is dynamic in nature as its helps over developing competition in positive aspect. Infrastructure facilities: The marketplace has been selected according to infrastructure
that is used over assuring about availability that Marshfield Bakery Limited products
used for performing various activities in simple and effective way.
 Domestic competition: This is an important part which is used for selecting marketplace
at global level. Through such perspective condition of domestic market it makes various
perspectives achieved helps over making expansion possible in effective way.
Explain, using examples, the different market entry strategies, including the advantages and
disadvantages of each.
There are different perspective making firm obtain entry within global market place. This
leads over consideration as market entry over strategies while adding business in more effective
way(Kotler and et. al., 2015). Through this expansion of firm is done over practices making
goals and objectives achieved in more effective way. In this different strategies are adopted by
Marshfield Bakery Limited, some of them are discussed below:
Strategy Sub Types/
Description
Advantage Disadvantage
Export By international agent
 Financial risk is
also very low.
 Entry cost is also
not there.
 Agents makes
complexity reduced
 Profitability is very
low over
transactions required
to be done.
 Global experience is
also less.
 Reliability over
agents is more.
By international
distributor
 In this requirement
of staffing is low.
 Also marketing cost
is less.
 As per this cost of
transportation is
very high.
 There has been
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potential barriers
related to trade.
Licensing As per this sale of
rights requires to be
protected over
intellectual property
which has been used
within commercial and
international
marketplace.
 In this cost is based
over entry which is
less(Kotler and et.
al., 2018).
 In this risk over
finance is low.
 Disloyalty over
threats of license is
very low.
 In this income is
also very low.
 In international
market lack of
control over quality
maintenance.
Franchising Under it sales over
rights through
domestic franchisor
performance over
commercial practices
by global franchise.
 In this chance is of
rapid international
expansion.
 Also entry cost is
low.
 In this there are
various needs
making control of
cost done in
possible manner.
 Through profit
planning and
international
franchisor.
Apply the market evaluation criteria, entry strategies and make recommendations for your
organization
In this analysis it has been marked out that international marketing has been provided in
order to make opportunities over challenging firms required to be undertaken with the helps of
marketing adviser. It is observed through making various routes available over entities making
global level to be direct and indirect. As per the recommendation organization adopting licensing
marketing strategy over less entry cost with financial risk with high implication.
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CONCLUSION
From the above discussion it can be concluded that international marketing is the process
which is used in order to make development of organization done within global level. In this
report aspects like scope and key aspects is covered. Then with various kinds of factors related to
business and its expansion is discussed. Then in the end recommendation is given over strategies
related to different market entry with advantages and disadvantages.
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REFRENCES
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