International Entrepreneurship Report: Tailsco's Market Entry Strategy

This report provides a comprehensive analysis of Tailsco, a retail company specializing in pet nutrition, and its potential for international expansion. The report begins with an introduction to international entrepreneurship and an overview of Tailsco's products and services, focusing on tailored pet food. It then delves into market segmentation, utilizing STP analysis to identify target demographics. The report explores two potential international markets, Italy and India, examining cultural and economic factors. It incorporates PESTLE and Porter's Five Forces analyses to assess the business environment. The report synthesizes these findings to evaluate market entry strategies, including bottom-up approaches and marketing mix considerations. Finally, it offers reasoning and recommendations, summarizing the company's strengths, weaknesses, and opportunities for international growth. The report concludes by emphasizing the importance of adapting strategies to local market conditions and leveraging online platforms for expansion.

International entrepreneurship
CW 1

Table of Contents
Introduction................................................................................................................................3
Main Body..................................................................................................................................3
Product and services...............................................................................................................3
Appropriate market segment..................................................................................................4
Research Countries and Religion...........................................................................................5
PESTLE Analysis...............................................................................................................6
Porter’s five forces.............................................................................................................7
Synthesize, analysis and evaluation.......................................................................................7
Two Targets market...............................................................................................................7
Market entry strategies...........................................................................................................8
Marketing mix........................................................................................................................8
Reasoning and recommendation................................................................................................9
Summary....................................................................................................................................9
References................................................................................................................................10

Introduction
An international market is related to many geographical region which are highlighted within
a company and which make conduct basis on different territorial basis. There are different
sources make home’s country and make domestic market which are highlighted in different
business of home countries. Whereas international entrepreneurship is the different process of
an entrepreneur and make conducting business activities and make beyond different
boundaries (Andrushchenko and et.al., 2020). Tailsco is a retail industry and make based on
different industries and it’s headquartered in Richmond. For this presentation two
international countries are chosen that include Italy as EU country and Non-EU country is
India.
Main Body
Product and services
It is an active company which are highly related to retail industry which are providing their
services in food sectors. This is the company which are highly related to make pet nutrition
that provide different products which are related to tailored made food for the pets. They are
serving their products within society and able to make effective growth within UK to make
their own presence in the international market.
Their main feature is to make online platform and provide full of nutrient food product for
peoples dog which are related to make more online shopping in the global pandemic (Dabić
and et.al., 2020). There are different competitors who are work and perform the task on the
same industry, such as PetPlanet, Burgless Group Plc, Medic Animal and MPM as they are
providing same food and work in the industry.

Appropriate market segment
Tailsco are working in the large market share that can be helpful for the growth and
achievement of the company. There are different demographic, political, natural factor which
are used by the company and make appropriate market segment within the organisation. The
company receive daily 6000-10000 online products which can be highly related to their
growth. STP is used for providing detail market segment analysis within the company:
Segmentation: This is basically related to make a segment of the target market which mainly
include the basic demographics that company used 18-60 years old customer who have pet,
who are educated and mainly focus on the growth of their pet too (Fayolle and et.al., 2021).
They are using different market in UK, Northern Ireland and France. All here the company
are highly related to growth of company.
Targeting: Their main targets are highly related to provide customer feedback, iterating,
which are highly related to make nutritional need of the dog and make high provide health to
bread, age, health and other factors.
Positioning: Here the company tried to make position for the products, which are related to
USP and make positioning map to understand the growth of company. Now the company are
working on the products to sale in Italy and India (Ferreras-Garcia, Hernández-Lara and
Serradell-López, 2020).

Research Countries and Religion
The two chosen countries for this international market are Italy and India. Italy is the
south-central Europe country which are occupied in peninsula in the Mediterrian Sea.
Whereas India is related to country of a south Asia. These two companies are chosen for
working and expanding behaviour for company to manage. There are different way to
promote complete awareness in making growth of the company which are related to standard
provide different
Awareness: This is all related to growth and objective of the company to promote and make
sure to work and make a deep knowledge that may be related to make essential growth and
objective which are helpful for attaining market values and make strategic approaches.
Consideration: This is basically related to different growth and achievement of the company
that can be related to objective growth and demand of products (Galvão, Marques and
Ferreira, 2020). There are different and high demand of the dog food products which make
growth in the company and work with the advance nature and growth.
Conversion: After analysing the market and make conversion of the products it will be
highly related to conversion period that make different sector and make appropriate for the
growth of the company which are highly related to make high conversion of their products
demand in market and change in the appropriate growth prospective. Which are all related to
the growth and objective of the company to make promotion and growth of the high demand.

Advocacy: In last company make strong customer base which are highly related to the
growth and prospective of the company. It could be related to joined growth of company
which are related to make sure of growth and make customer advocacy.
There are high economic indicator and potential business market in the chosen two
country. The political sector of the two countries are quite useful and helpful for the business
nature (Tabares, 2021). There are different indicator and growth of regulation which are
related to the growth and objective of the company.
PESTLE Analysis

Porter’s five forces
Synthesize, analysis and evaluation
After making an overall consideration, theories, model and analysis of the company it is
analysis that the company are ready to work and manage different type of products and
services at online portal for expanding their business in the country like India and Italy. There
are two different markets, India labour are two cheap and make high command on the profits
for the growth of the company, which are related to make subsequent make strategies and
make drastic change within society (Velinov, Ashmarina and Zotova, 2020). With the help of
Swot, pestle and Porter’s five forces company’s growth and issues are arise which can be face
by the company to merge and related to effective growth of the company. This presentation
will be helpful for the company to work and analysis on the basis of different sector and
growth which are highly related to individual prospective.
Two Targets market
There are two market which are useful for the growth and expansion of the company which
are mainly related to India and Italy. India is important and beneficial for the company but
their biggest issue is that in India the price of their products needed to be very less in starting
and due to some major globalisation impact it could be related to effective growth and
achievement which are related to expansion of company.

Another one is Italy, there all the cost of raw material are high but the price of their product
and services can be increase as their living culture are more prestigious as per the need of the
Tailsco company.
Market entry strategies
Company are using bottom funnel strategy where they can start form the basic and expand
the market growth within society. The growth of the market took off when the company’s
product are slowly make their place and invested in market (Williams, Du and Zhang, 2020).
This could be beneficial for the company to sale their food related products at online portal
and in India they want to start up and make strategic changes to expand their international
market and growth.
Marketing mix
Markting mix is the concpet which are highly used by the enterprenuer to understand the
concpet of marketng and make sure to work and analysis on the concpet of difernet factir and
growth of the other countries.
Product: The company sale pet food products which are highly nutrient and increase the
stamina of your pet in meanwhile it will increase the health and protein diet in pet.

Place: The place which are chosen by the company is India and Italy, where the company
CEO wants to distribute and expand their global market and make more benefits of
international level.
Promotion: With the help of social marketing strategies, company are widely used campaign
and provide new and special offers for the newly join customers.
Price: It has been related to the old price and with the help of competitors market Analysis
Company are using penetration market strategy. That could be related to growth and essential
for making market with the help of growth of opportunities make sure for opportunities to
analysis and make growth of the company.
Reasoning and recommendation
Company needed to make definite sources which are highly related to different source and
make strength and helpful for defining growth. It could be related to making effective growth
of reasoning and make recommendation which are related to different related to make sure
for the growth of the company (Zucchella, 2021). Their credit score and make credit limit,
credit officer and make shareholder information and make company identity.
 Company needed to be improved their service quality and quantity, from this they
have to start their own production unit in their home or international market company.
 They can further start their physical outlet and more promotional techniques for the
growth and prospect for the company.
Summary
After completing this presentation it has been summarised that there are different way to
enter into an international market and it could be helpful for them to understand and analysis
the different prospectus of the market growth and objective in new international boundaries.
Different theories like Pestle, Porters and Swot and useful for making competitive market
analysis whereas marketing mix is helpful in gaining different sources and growth of the
market which are suitable for the company.

References
Books and Journals
Andrushchenko, and et.al., 2020. Transnational Corporations as Entities of International
Entrepreneurship. Journal of Entrepreneurship Education, 23(1), pp.1-6.
Dabić, M. and et.al., 2020. Immigrant entrepreneurship: A review and research
agenda. Journal of Business Research, 113, pp.25-38.
Fayolle, A. and et.al., 2021. Effective models of science, technology and engineering
entrepreneurship education: current and future research. The Journal of Technology
Transfer, 46(2), pp.277-287.
Ferreras-Garcia, R., Hernández-Lara, A.B. and Serradell-López, E., 2020. Gender and
learning results: a study on their relationship in entrepreneurship education and
business plans. Studies in Higher Education, pp.1-16.
Galvão, A., Marques, C. and Ferreira, J.J., 2020. The role of entrepreneurship education and
training programmes in advancing entrepreneurial skills and new
ventures. European Journal of Training and Development.
Tabares, A2021. Opportunity-related behaviors in international entrepreneurship research: a
multilevel analysis of antecedents, processes, and outcomes. International
Entrepreneurship and Management Journal, 17(1), pp.321-368.
Velinov, E., Ashmarina, S.I. and Zotova, A.S., 2020, May. Importance of International
Entrepreneurship Skills Among MBA Students: Global Comparative Study.
In International Scientific and Practical Conference (pp. 78-84). Springer, Cham.
Williams, C., Du, J. and Zhang, H., 2020. International orientation of Chinese internet SMEs:
Direct and indirect effects of foreign and indigenous social networking site
use. Journal of World Business, 55(3), p.101051.
Zucchella, A., 2021. International entrepreneurship and the internationalization phenomenon:
taking stock, looking ahead. International Business Review, p.101800.