International Marketing Plan for The Lounge Cafe's Amsterdam Expansion

This report examines The Lounge Cafe's international marketing plan, focusing on its expansion into Amsterdam. The assessment begins with an introduction highlighting the need for businesses to expand internationally and introduces The Lounge Cafe's decision to open a branch in Amsterdam. It defines international marketing and provides background information on The Lounge Cafe, emphasizing its success in London. The main body details the international marketing plan, including objectives, situation analysis, operational considerations, and recommendations. The report stresses the importance of market research and adapting strategies for the Amsterdam market. Reflective sections discuss the learning experience, data collection, and leadership roles. References provide supporting resources on international marketing principles and strategies. This assignment provides a detailed analysis of the marketing plan, including the objectives, analysis of the situation, operations, problems, and recommendations for the company's international expansion.

INTERNATIONAL
MARKETING
Assessment Part 1

INTRODUCTION
 In this fast changing world it is required that all organisations which are
operating in only one particular area is expanding itself so that others in
the same sector know them and their working.
 In the current assessment which is revolving around the term international
marketing we would be taking The Lounge Cafe as they are planning to
expand cafe and restaurant outside London after they were voted the best
restaurant in London by Trip advisor.
 So for this management of restaurant are having three choice as to were
they could open their next branch including Scotland, Australia or into
Amsterdam.
 From this they have decided that they would be opening their branch of
another The Lounge Cafe in Amsterdam which is in Netherlands.

MAIN BODY
International Marketing meaning.
 This could be defined to as applying all the
marketing principles or techniques in order to
expand operation of business in one or more than
one country other than that which company
presently dealing into.
 For this they would be extending their local market
strategy as going on international platform company
is to deal with new and different customers and
market trends.

Background of company.
 The Lounge Cafe and restaurant is one of the top rated and
most visited restaurants in Wembley London now they are
planning to expand their business overseas in Amsterdam that
is situated in Netherlands.
 The cafe is famous for its cuisine which they are offering to
customer in their area as they are doing very good business
within North western part of London so they now like to go
abroad and set up their cafe chain in their.

International Marketing Plan.
 This is the plan which is formulated at the time when company is planning to start
their business on international platform like any other part of the world.
 While if company is starting their another branch in same country then this would
not be a part of their international marketing plan.
 Creating an effective and efficient marketing plan is very much important before
they are planning out to start their new part of business in some other country.
 So for this management of company need to firstly set an objective about selling
that particular product or service within that particular country.
 There are some important parts which need to be included within their marketing
plan before they are initiating the particular plan within the context of organisation
and its plan.

CONTINUE...
 Objectives
 Analysis of situation
 Operations
 Issues or problems

Recommendation
 It would be important for The Lounge cafe that they are been able to look
up into market of Amsterdam before they are initiating or setting up their
branch in that country.
 They need to explore the market in terms of customers, suppliers or banks
that are there in that area for the finance purpose.
 This could be termed to as one of the important issue which need ot be
resolve like that of lack of funding for the company which would then be
raising problems or obstacle and not allowing company to grow
furthermore.
 It was also recommended that company should be making efforts in
finding the right person in their new outlet would are having experience in
same market and know what people of Amsterdam would be preferring.

Reflective.
 During my making of this power point presentation I have learnt a
lot more things about the company, what is international marketing
actually and how I could be preparing a better power point
presentation in the future.
 It was required for each and every person who was taking part in
this presentation that they should be making their presence by data
collection or analysing part of that work.
 Leadership was also essential as this would be telling each one what
is to be done and how they could mange their work.
 My efforts within this presentation was of collecting relevant data
on international marketing, making the presentation and then
presenting it in front of my tutors or other fellow students.

REFERENCES
 Essential Elements of an International Marketing Plan. 2018.
[Online].Accessed through: <http://smallbusiness.chron.com/essential-
elements-international-marketing-plan-64777.html>.
 International Marketing. 2018. [Online]. Accessed through:
<http://www.marketing-schools.org/types-of-marketing/international-
marketing.html>.
 Katsikeas, C. S., 2018. Special Issue on the Future of International
Marketing: Trends, Developments, and Directions.
 Kipnis, E. and Broderick, A., 2017. The concept of place in international
strategic marketing decisions. Strategic International Marketing: An
Advanced Perspective. p.93.
 Yang, M., 2018. International entrepreneurial marketing strategies of MNCs:
Bricolage as practiced by marketing managers. International Business
Review.