Mizzi's International Marketing Strategy and Market Analysis Report

This report provides a comprehensive analysis of Mizzi's international marketing strategy, focusing on its entry into the European retail market with Gozo cheese. It examines global trends, including internationalization, enhanced service offerings, and strategic business adjustments. The report utilizes Porter's Five Forces and PEST analysis to assess market opportunities and challenges. It also delves into consumer behavior towards competitive products, identifying key buying patterns. Furthermore, the report outlines a marketing strategy to capitalize on market opportunities, emphasizing diversity marketing as a key approach. The analysis covers market research, consumer behavior, and strategic marketing plans, offering insights into Mizzi's approach to international expansion.

International Marketing
Management

Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Product/service that are evolved with globalisation which is introduced local market along
with current global trends which is selected with five years..................................................4
International market research that show window of opportunity toward the product in the
proposed international market................................................................................................5
Identify the existing consumer behaviour towards the competitive products in the proposed
international market................................................................................................................7
Marketing strategy to accomplish opportunity in market.......................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

EXECUTIVE SUMMARY
According to the present market conditions all companies are performing their work
according to international market to match company operations with globalisation trend.
International market strategy is one of the effective techniques which are used by organisation to
complete all task according to multi-national customer base. PEST is one of the most effective
tool through which organisation understand international market conditions. Further, with right
marketing strategy business houses expand and manage their business into international market.

INTRODUCTION
International marketing management is defined as a process which is used by
organisation for formulating decisions that relates across national boundary. Almost all
businesses are focused towards establishing its productions units in overseas market for entering
into globalisation market. International marketing management leads organisation to coordinate
marketing strategies of company according to global market (Cateora, Gilly and Graham, 2015).
The selected company for this report is MIZZI organisation that was founded in the year 2005
and operates its business in supermarket industry. Moreover, this report highlights on enhancing
product or service of Mizzi and match them with current global trends. International market
research that analyse opportunity at global level will also included in this report. In the last,
marketing strategy to perform work in international market will be focused in upcoming report.
MAIN BODY
Product/service that are evolved with globalisation which is introduced local market along with
current global trends which is selected with five years
In the present scenario, most of the organisations are performing their work at global level
which is increasing market size and profits for business. Mizzi is already performing their work
among different industry such as auto-mobiles, air-conditioning etc. and specifically this report
relates with retail sector as company introduce its business recently in wholesale market. The
main focus of company is to enter into overseas market and management decide to target market
of Europe with the introduction of local Gozo-cheese in retail market. It is because the demand
of cheese product is high among all over the world. Moreover, local demand of Gozo-cheese
product is also good. Gozo is a traditional cheese product which is small round and made of
cheese in Malta and also the ingredients made from sheep milk, rennet and salt. Some of global
trends for entering into international market are mention as follow:
 Going internationalisation- With achieving better position in the domestic market it is
identified that most of retail organisation are performing their work in saturated market.
Therefore, company is also focused to enter into international market which also leads
organisation to enhance its economic of scale (Eteokleous, Leonidou and Katsikeas,
2016). Further, the product is also impacted due to change in geographic presence and it

is because cheese is a perishable product so at time of transport it impact on product
quality.
 Enhance in service offering- Retail organisation provides products which are used by
individuals on daily basis. Mizzi is focused towards establishment of authority for
placing company products in international market. The impact of service offering global
trends impact on organisation because it is creating complexity for business and also
defines more number of customer lead company to achieve top position in market
(Eteokleous, Leonidou and Katsikeas, 2016). So respective trend impact on organisation
and management is focused on formulating international market base.
 Rethinking on strategy of doing business- Business is impacted due to the changes in
organisation policy and it also essential to develop or modify policy according to current
situation. This is because the existing market conditions of company are too dynamic so
Mizzi make decisions by focusing on them two to three times. It also defines
management is facing challenges because the local market and overseas market both are
different from each other and it directly impacts on organisation strategy.
This is also identified by organisation that global trends impacts on the product and service but
Mizzi is performing their work in retail sector and it is an-ongoing industry which fulfil
requirements of buyers on daily basis. Therefore, the demand of Gozo-cheese is less impacted
because cheese is universally accepted by all countries so by monitoring global trends on regular
basis management minimise the risk of external force and introduce product in international
market also.
International market research that show window of opportunity toward the product in the
proposed international market
The term international market research works as an effective method which is used by
organisation to understand gap between company and market. Mizzi management utilise Porter
five force analysis for understanding the market which is related with business (Hingley,
Lindgreen and Grant, 2015). This also defines that it is easy to understand requirements that
leads to obtain better position in market. Porter five force to enter into retail market is mention as
follow:
 Bargaining power of supplier- In the retail business, suppliers are more in power to
understand business and control the regulations of international industry. This also

governs supplier are important players of retail industry. In context of opportunity which
is related with Mizzi is that supply chain maintain by organisation is too strong. So it
works as positive aspect and leads company to enter into intense retail market of Europe.
Therefore, with existing opportunity management is able to obtain better position in
market by performing all work in an organised manner.
 Bargaining power of buyers- For each business and specifically for retail organisation
buyers holds a fair power. The existing market situations relates with financial crisis so it
makes customers more price sensitive. In case of Mizzi management identify opportunity
by performing its work with low operational cost (Kazimoto, 2014). Thus, it also works
as an opportunity for business to utilise high power of customers in form of opportunity.
 Threat of new entrants- The retail section of Europe is always work positively for
overseas organisation and it is because most of the British retail organisations are
performing their work in international market. But price wars, modification in plans etc.
are the major challenges which are faced by both local and international organisation. To
identify opportunity because government is supporting to entrepreneurs for managing
business in international market.
 Threat of substitute- Retail or grocery organisation both are performing business as an
effective tool that is used by management to deal with broad range of products. This also
defines Mizzi manage its business with managing large product portfolio which leads to
manage brand at international level. The opportunity which is identified for entering into
international market relates is that management enter into new market with introducing
new quality products. So more customers are attracted by Mizzi with providing good
quality products at low cost in international market.
 Rivalry among competitors- Competition among the retail organisation is too intense
and high which is increasing constantly. This also defines management of Mizzi face
competition and it seems that current strategy of organisation is impacted. Therefore, it is
complex to identify opportunity to obtain competitive edge in market (Skarmeas, Zeriti
and Baltas, 2016). This defines management is facing challenges for completion of task
better than competitors it is because British retail organisation manage business in market
more than five decade due to which competition is high in market.

PEST– This is another method which is used by the organisation for understanding international
market. Political, economic, social and technological aspects are undertaken with PEST method.
 Political- The political conditions of UK is open and transparent which directly supports
organisation for completion of task in an accurate manner. There are various operations
performed by management and it support Mizzi to understand political environment to
expand business in Europe which provide opportunity to enter into international market.
 Economic- Monetary policy is included in economic conditions and the current economic
situation of European market is too complex. Brexit decisions impacts on all market and
it is used to understand global market (Souchon and et. al., 2016). Mizzi management
face challenge because inappropriate economic conditions generate complexity for
stakeholder which reduces opportunity to improve economy of scale.
 Social- With the analysis of social condition individuals and authorities are open and
support management for completion of task in an accurate manner. This refers
organisation is managing business to make customers results. With industry perspective
Mizzi is focused for working with social analysis.
 Technological- UK is focused in making right and better techniques for completion of all
work with use of technology. This also defines organisation consider to manage work
with considering technology assessment. In context of Mizzi management implement
technology to engage brand for longer period of time in order to accomplish opportunity
with first mover advantage.
Identify the existing consumer behaviour towards the competitive products in the proposed
international market
In context of Mizzi it is identified by management that organisation must develop
international marketing strategy to complete all work in an accurate manner. Consumer
behaviour is defined as the study of process which is used by consumer for purchase and dispose
of products. This also defines business is performing its work with motive of leading better
position in market. The existing conditions of consumer behaviour are essential to understand by
Mizzi and it is because this leads organisation to make proposed document which helps to
monitor and evaluate business requirements that leads in obtaining better position in market.
Moreover, it also leads company for obtaining better results to secure right position which

improves work performance in order to analyse opportunity in market. Some analysis of existing
consumer behaviour towards company products is mention as follow:
 Buying behaviour- The existing behaviour of employees encounters that retail market
or superstore is visited by individuals on regular basis for buying grocery. For
international retail store buyer visits them to obtain discount. This also refers
management utilise their consumer process on regular basis which involve more
individuals to attract through technique of discount, one plus one offer etc. and it help to
accomplish opportunity of loyal customer base.
 Reducing buying behaviour- Most of the consumers involve themselves for the
purchase process that is used to determine various differences between brands. From
perspective of retail sector it is identified quality of perishable products generate
difficulty for organisation to satisfy the needs of consumers (Swoboda, Berg and Dabija,
2014). Moreover, Mizzi introduce Gozo-cheese to enter into global market so it provides
opportunity for making strong existence into international market.
 Expected buying- With understanding current market and the existing behaviour of
employees it is recognised by management that for certain items. Like, some retail
organisation provides specific brands in their superstore so customer visits them
regularly for purchase of items. Mizzi also offer best local brands of its origin country in
order to complete all work with more efficiency.
Marketing strategy to accomplish opportunity in market
International marketing strategy performs an important role for organisation which is
leading business to complete all work with more efficiency and effectiveness. The main motive
to implement right marketing strategy is to make better collaboration with consumers that helps
in performing international business. Mizzi is focused to accomplish the opportunity of entering
into globalisation market by introducing its retail wholesaler business into international market.
So with international market research framework such as Porter aids Mizzi for performing their
work with more efficiency that undertakes possibility for encouraging customer in making
strategy that makes better possibility and remain ahead from competitive market.
Diversity marketing is the first strategy which is used by Mizzi management to generate
strategy which is leading business perspective according to international market. This also
defines international marketing strategy of organisation is leading company for obtaining better

position in market through which culture, beliefs and view of organisation are generated with
motive of analysing products according to specific need of customers. Further, diversity strategy
helps to analyse and understand consumer behaviour in order to achieve opportunity which
supports Mizzi to work as per geographic conditions of market.
CONCLUSION
With the above report it is identified by management that marketing plays an important
role for the accomplishment of business opportunity in market. This defines there are various
task performed by management to satisfy its needs and it also support business for accomplishing
of better position in market. In present scenario, all businesses are working with motive of
competing their work according to globalisation market conditions for boost their economy and
profits for business. In the last, marketing strategy is used by organisation to complete its work
with international market conditions.

REFERENCES
Books and Journals
Cateora, P., c Gilly, M. and Graham, J.L., 2015. International marketing. McGraw-Hill Higher
Education.
Eteokleous, P.P., Leonidou, L.C. and Katsikeas, C.S., 2016. Corporate social responsibility in
international marketing: review, assessment, and future research. International
Marketing Review, 33(4), pp.580-624.
Eteokleous, P.P., Leonidou, L.C. and Katsikeas, C.S., 2016. Corporate social responsibility in
international marketing: review, assessment, and future research. International
Marketing Review, 33(4), pp.580-624.
Hingley, M., Lindgreen, A. and Grant, D.B., 2015. Intermediaries in power-laden retail supply
chains: An opportunity to improve buyer–supplier relationships and
collaboration. Industrial Marketing Management, 50, pp.78-84.
Kazimoto, P., 2014. Assessment of challenges facing small and medium enterprises towards
international marketing standards: a case study of Arusha region Tanzania.
Mitchell, R and et. al., 2015. A framework for SME retail branding. Journal of Marketing
Management, 31(17-18), pp.1818-1850.
Skarmeas, D., Zeriti, A. and Baltas, G., 2016. Relationship value: Drivers and outcomes in
international marketing channels. Journal of international marketing, 24(1), pp.22-40.
Souchon, A.L and et. al., 2016. Spontaneity and international marketing
performance. International Marketing Review.
Swoboda, B., Berg, B. and Dabija, D.C., 2014. International transfer and perception of retail
formats. International Marketing Review.