International Entrepreneurship: Wenzel's Market Entry Analysis Report

This report provides a comprehensive analysis of Wenzel's international market entry strategy. It begins with an introduction to international entrepreneurship and the benefits of entering foreign markets. The report then explores various models, frameworks, and theories relevant to market entry strategies, including Hofstede's five dimensions. Wenzel's is analyzed in terms of market entry strategy, with the joint venture approach selected. The report identifies two target markets, Germany and China, and provides a demographic and geographic segmentation analysis, focusing on specific cities within each country (Shanghai, Beijing, Munich, and Frankfurt). Competitor analysis is conducted, and the rationale behind the chosen market entry strategy is explained. The marketing mix (product, price, promotion, place) and the reasoning behind the decisions are discussed, followed by a conclusion summarizing the key findings and recommendations. References are included at the end of the report.

International
Entrepreneurship

Table of content
 Introduction
 Selecting and applying variety of models, frameworks and theories
 International market entry strategy for Wenzel’s
 Two different target markets
 Research products and services
 Competitors of Wenzel’s :

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 Appropriate markets
 Critical analysis and evaluation of the data
 Two target markets
 Market entry strategy which was used and applied by business
organisation
 Marketing mix and implementation and product/service changes
 Reasoning & justify all decisions

Introduction
International Entrepreneurship can
be defined as an approach which
basically relies upon
internationalisation of business
organisations which influences
both entrepreneur along with the
networks which has been
developed by the entrepreneur
regarding international market.

Five Benefits of Entering a Foreign
Market
New markets : Opportunity to explore and
expand
Diversification : Diversify the assets and
operations.
Access to talent : Access to new talent
pools
Competitive advantage : Gain competitive
edge over their opponents and foreign
investment opportunities

Selecting and applying variety of
models, frameworks and theories
It has been analysed that there are ample number of models frameworks and theories
are present in today’s business market which can be used by an organisation when it
comes to develop a market entry strategy through which business expansion can be
done with an ease.

Hofstede’s five dimensions
Power orientation
Individualism vs collectivism
Uncertainty avoidance
Masculinity vs. femininity
Long-term orientation vs. short-term orientation

Market entry approaches
 Direct Exporting
 Franchising
 Joint venture
 Acquisition of an Overseas Company

International market entry strategy for
Wenzel’s
Wenzel’s has used joint venture as its
market entry strategy because it is
going in trend at the moment and it
also shows clear agreements made by
both of the organisations.

Two different target markets
There are two segments on which Wenzel’s is going to rely upon and these are,
demographic and geographic segmentation. If it is talked about demographic then
and the target market will be Germany which is a part of European Union and
which has less impact of Brexit at the moment

Two different target markets
There are two segments on which Wenzel’s is going to rely upon and these are,
demographic and geographic segmentation. If it is talked about demographic then
and the target market will be Germany which is a part of European Union and
which has less impact of Brexit at the moment

Competitors of Wenzel’s :
One of the most crucial competitor of Wenzel’s i.e. Yummy slice which specifically offers
customers with same products and with quality which is being offered by Wenzel’s. On the other
hand as business organisation is looking forward to expand its business at international level like
Germany and China, it might carry a range of bakeries that are already performing good enough.