Marshfield Bakery Ltd: Analysis of International Marketing Plan

This report provides a comprehensive analysis of international marketing strategies for Marshfield Bakery Limited. It explores the scope and key concepts of international marketing, including the rationale for international expansion and various routes to market. The report evaluates key criteria for selecting international markets and examines different market entry strategies, highlighting their advantages and disadvantages. It also covers the marketing mix, competitor analysis, and offers recommendations for Marshfield Bakery. Furthermore, the report discusses the global versus local debate, investigates differences in product, price, promotion, and distribution across international contexts, and compares domestic and international orientations, outlining implications for assessing competitors. The document concludes with key insights and references, providing a detailed overview of international marketing considerations for Marshfield Bakery Limited. Desklib is a platform where you can find similar solved assignments and study resources.

INTERNATIONAL
MARKETING

CONTENT
• INTRODUCTION
• TASK 1
• Analyse the scope and key concepts of international marketing
• Explain the rationale for it to want to market internationally and describe the various routes to market the organisation
• Evaluate the key criteria and selection process to use when considering which international market to enter
• Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each
• Marketing Mix
• Competitors Analysis
• Recommendation
• TASK 2
• Present an overview of the key arguments in the global versus local debate
• Investigate how the product, price, pricing and promotional distribution approach differs in a variety of international contexts
• Explain and analyse the various international marketing approaches your client organisation can adopt
• Compare Domestic and international orientation and ways to assess competitors, outlining the implications of each approach
• CONCLUSION
• REFERENCES

INTRODUCTION
International advertising is
taken into consideration
because the methods of the
use of concepts at worldwide
stage for conducting a people
necessities into numerous
components of the world. It
represents that international
advertising is targeting
growth of firm's nearby

TASK 1

Analyse the scope and key concepts of international marketing
Marshfield Bakery Limited becomes
evolved in 12 months 1984 via Lynne and
Paul White. Furthermore, it produces
award-winning handcrafted fruitcakes,
seasonal goods, cakes, and breaks, among
other things. It is primarily based in
Dyrham, Wiltshire, UK, and distributes its
products throughout Europe.

Continue…….
Scope: International advertising is seemed as
development, investigative, enforcing in addition
to selling the products or offerings of corporations
at worldwide stage in addition to conducting the
desires of character who're residing into diverse
components of world.
Key concepts: There are diverse key principles
which can be associated with worldwide
advertising. Specific of them are mentioned in
below:

Explain the rationale for it to want to market internationally and
describe the various routes to market the organisation
At present time, companies are seeking out
an possibilities for commercial enterprise
growth at international degree as via way
of means of this they will acquire various
benefit like enhance their effectiveness,
income and their others.
• Hiring New Talent:
• Maximising Profitability Margins
• Direct Routes
• Indirect Routes

Evaluate the key criteria and selection process to use
when considering which international market to enter
Market choice is critical techniques for Marshfield
Bakery Limited as it's far compulsory for these
corporations to acquire achievement into worldwide
marketplace are. The choice techniques steps are
mentioned below:
• International marketing objective
• Parameters for selection
• Preliminary screening
• Analysis and selection
• Test marketing
• Commercial production

Continue…….
• Key Criteria: The criteria for
choosing global geographical market
place are discussed below:
• Nature of competition
• Infrastructure facilities

Explain, using examples, the different market entry strategies including
the advantages and disadvantages of each
Strategy Sub Types/ Description Advantage Disadvantage
Export By worldwide representative
 The monetary risk is moderate in this case.
 The entry price is modest.
 The agent must be able to shape the access complexity.
 Transaction profitability may suffer as a result of this.
 Unable to benefit from global experiences.
 Extreme reliance on global agent.
By worldwide supplier  Staffing requirements are reduced.
 Marketing value is reduced.
 In this their value of their transportation stays higher.
 Herein, there are capacity alternate barriers.
Licensing In this case, the sale of rights is covered by intellectual property that will be used for industrial
purposes in the global marketplace.
 The cost of access is also lower in this case.
 As is the risk of finance.
 Disloyalty threats of licensee.
 The profits are particularly lower.
 Into worldwide market, there may be loss of manage upon exceptional
maintenance.
Franchising In this, there may be sale of rights via domestic franchisors for appearing industrial practices
through international franchisee.
 Here are the probabilities of fast worldwide expansion.
 Entry price is lower.
 In this, there may be desires to manipulate the price.
 Sharing profitability amongst domestic and global franchisor.

Marketing Mix Plan
In organization of Marshfield Bakery
Limited management is follow 4Ps of
marketing which are very essential for
their organization. The management use
this for increased in their revenue and it
also help in for the development and
growth of their business (De Champlain,
2018). Let’s discuss all 4Ps in brief in
below:
• Price
• Product
• Place
• Promotion

Competitor Analysis
Ansoff Matrix: The management of
Marshfield Bakery Limited have to apply
Ansoff Matrix in their organization so
that it help management to prepare
effective plan for their organization
product sales in existing market or in
new market (Miller, Bjorklund and
Steinitz, 2018).
• Market Penetration
• Market Development
• Product Development
• Diversification