International Marketing Report: Zenith Pizza's Entry into Japan

This report analyzes the international marketing strategies for Zenith Pizza, focusing on its potential entry into the Japanese market. It begins with an introduction to international marketing, defining key concepts and outlining the scope of global marketing efforts. The report then delves into a PESTLE analysis of the Japanese market, considering political, economic, social, technological, legal, and environmental factors. It explores the rationale for Zenith Pizza's international expansion, emphasizing the benefits of economies of scale and access to a skilled workforce. A SWOT analysis highlights the company's strengths, weaknesses, opportunities, and threats. The report evaluates various market entry strategies, including direct exporting, franchising, and partnerships, along with their advantages and disadvantages. Market evaluation criteria, including country identification, preliminary and in-depth screening, and direct experience, are discussed. The impact of international trading blocs, tariff, and non-tariff barriers is assessed. The report also examines the global versus local marketing debate, comparing services and merchandise, and the advantages and disadvantages of importing and exporting. Finally, the report provides key elements in the Global vs local marketing debate and differences between merchandise and service, import and export including their advantages and disadvantages for Zenith Pizza. The assignment also includes a detailed analysis of the Japanese market and provides strategic recommendations for Zenith Pizza's successful international marketing campaign.

INTERNATIONAL MARKETING

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................6
TASK 3............................................................................................................................................8
TASK 4..........................................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
International marketing refers to developing and implementing various principles of marketing
so that, organization can satisfy the needs of different categories of customers that are residing in
other than domestic country in which the company is situated. The main objective of
international marketing is to conduct different marketing activities in more than one
country(Zhao, 2017).
Nowadays companies are tapping global market due to increase in the competition in domestic
market. The Report is based on Zenith pizza which is going to launch its products in Japan. The
company has chosen Japan because Zenith pizza can easily satisfy the demands of Japanese
people for different flavours of pizza. The assignment will help to provide complete
understanding of the importance of international marketing, it will also describe the factors that
may impact the marketing of Zenith Pizza. It will also explain the strategies to enter into a
market. Also provide understanding of debate on global and local marketing, import and export
etc.
TASK 1
Scope and key concepts of international marketing.
International marketing helps a company to perform various activities so that, it can deliver
products and services in more than one country to maximise the profits.
International marketing has a wide scope because global marketing provides the organization
various opportunities for selling the products. It provides an opportunity for importing goods
from one country and offering it to another countries.
According to Choi, J. and Yeniyurt, (2015) Companies can easily sell its goods and services in
international markets. International marketing helps an organization to move beyond the
domestic markets it will help the company to increase its sales and revenue. Company will be
able to consider different ways such as contractual agreements, joint venture for entering in
global market
According to Kraak, (2019) international marketing helps the firm to expand the existing
business in other countries. Also helps to improve brand identity of the company.
Analysis of global business market -

Zenith pizza will apply PESTLE analysis for analysing the global business market of Japan for
marketing the products of the company at international level.
Political-
Political factors explains the extent to which the actions of Government can influence a
particular industry. There are various political factors that will affect international marketing of
Zenith pizza are as follows-
 Zenith pizza has to comply various regulations of the Japanese Government related with
the process of food processing. Example – regulations related with processing of pizza
etc.
Zenith pizza has to collaborate with pressure groups, non-governmental organizations of Japan
so that, company can contribute to the development of communities.
Economic-
Economic factors are related with economy of the country that directly affects the performance
of firm. There are various economic factors that will affect international marketing of Zenith
pizza are as follows-
 Talented workforce is available in Japan this will help Zenith pizza for providing better
customer services and also help to grab global opportunities.
 The fluctuations in currency of Japan may impact the operations of Zenith pizza.
Social-
Social factors exists in the social environment in which the firm is operating. There are various
social factors that will affect international marketing of Zenith pizza are as follows-
 Majority of the population in Japan is consisted of young population. This will help the
company to satisfy the needs of different flavours of pizza.
 Different modes of marketing is emerging in Japan. Zenith pizza can use these marketing
techniques for securing a better market position in food sector of Japan.
Technological-
Technological factors are related with the technology that may impact the operations of the
industry. There are various technological factors that will affect international marketing of
Zenith pizza are as follows-
 Zenith pizza has to closely monitor the developments that are emerging in the technology

so that, company can easily satisfy the demands of Japanese people as well as it wil help the
company to compete with other companies.
Legal-
These are the laws that an organization have to follow. There are various legal factors that will
affect international marketing of Zenith pizza are as follows-
 There are various employment laws that are formulated by Government of Japan this may
impact the cost of operations of Zenith pizza. Company has to comply these laws and
regulations.
Environmental-
These factors are related with the environment in which company is operating. There are various
environmental factors that will affect international marketing of Zenith pizza are as follows-
 Government of Japan has developed various norms related with management of waste
especially for manufacturing units that are operating near urban areas. Therefore,
company has to follow these norms for recycling the packaging of pizza and other food
items.
Rationale for the company to market internationally.
The main rationale for Zenith pizza to market its products in Japan is that, marketing the
products of the company at international level will help in expanding the business of offering
pizza at global level this will result in improvement in the sales of food items of the company.
Company will get the advantage of skilled and talented workforce of Japan. International
marketing of the products of Zenith pizza will provide the benefits of economies of scale to the
company.
There are various routes that company can opt for entering in Japanese market such as directly
exporting, entering in partnership with another company.
SWOT analysis-

Strength-
The delivery and production process of Zenith pizza is very hygienic.
Weaknesses-
For marketing the products at international level company will have to make huge investment in
marketing, research and distribution.
Opportunities-
Zenith pizza has an opportunity of opening a new restaurant in Japan at a traffic place where it
can attract more and more customers(Christodoulides, 2015).There is an opportunity for the
company to increase its market share.
Threats-
Zenith pizza will face strong competition from major companies such as Aoki's pizza etc.
Company will have to follow legal rules and regulations.
TASK 2
Different market entry strategies.
There are various market entry strategies that can be followed by Zenith pizza they are as
follows-
Figure 1 : SWOT analysis
Source : (SWOT analysis, 2015)

Direct exporting- Zenith pizza can directly export its products to the target market of Japan.
Main advantage of this strategy is that, distributors of the company can directly contact with the
targeted consumers of Japan.
Main disadvantage is that, company have to perform all the functions of marketing as well as
manufacturing items.
Franchising- It is a type of market entry strategy that Zenith pizza can use for entering in
Japanese market. The company can provide license to a franchisee so that, it can perform
operations in Japan. Main advantage is that the company will get necessary support from
franchisee and provide benefits of cost saving.
Main limitation is that it will very expensive for Zenith pizza to buy a franchisee and require lot
of time.
Partnership- Zenith Pizza can enter into Japanese market by entering in partnership with any
other firm. Advantage is that this will help to fulfil the needs of people of diverse culture and
society as compared to the local culture. Disadvantage is that the liability of firm will be
unlimited.
Market evaluation criteria.
It refers to the process of evaluating the market in which company wants to offer its products and
services. Zenith pizza will follow some steps to carry out evaluation of the market in Japan.
Identification of the country-
Firstly, Zenith pizza will identify the country in which it will offer its major products like pizza
in different flavours. In this case, company has identified Japan to expand its business(Choi,
2015). It has selected this country because company can offer innovative food products to the
young population of Japan. So that, demand of customers can be satisfied.
Preliminary screening-
After identifying the country, Zenith pizza will conduct preliminary screening. During the
process of preliminary screening, marketing manager of the company will identify various
factors that may impact the operations of the company such as stability of Government in Japan,
fluctuations in yen currency etc.
In-depth screening-

Now Zenith pizza will obtain detail understanding of targeted segment of customers in Japan.
Marketing manager will analyse the marketing mix of the company after conducting market
research.
Direct experience-
Now, company will offer its products in target market and marketing manager will get personal
experience of dealing with customers.
Impact of international trading blocks- Trading blocs refers to the agreement in which various
states participates and decides to remove the barriers related with trading.
Recently, European Union and Japan has signed an international trading agreement which is
known as Economic Partnership Agreement. It was one of the largest trade agreement. This will
be beneficial for Zenith pizza because it will promote trade in Japan.
Tariff and non-tariff barriers-
The barriers imposed by government are tariff barriers. Non tariff barriers are those that put
restrictions on trading of goods or services. There are various tariff and non tariff barriers that
can impact the trading of Zenith pizza. Such as formal and informal standards, cartel, regulations
of the Japanese Government, power of licensing can influence the food market. These tariff
barriers will also impact the business of the firm. Company can overcome the non-tariff barriers
through determination of team leader and management of Zenith pizza.
Evaluation of marketing strategies.
There are various market entry barriers that Zenith pizza may have to face while entering in
international market for offering its products. Different barriers it may have to face such as
regulations of Japanese Government related with export if company is choosing direct exporting
strategy or it may have to face such as quotas of export and import.
For overcoming various obstacles, Zenith pizza should conduct careful market research of Japan
after identifying the barriers company will evaluate that these barriers are applicable to which
market of Japan(Baker, 2016).
For overcoming these barriers Zenith pizza can enter into partnership with local partner in Japan
this will help the company in overcoming these barriers.
TASK 3
Key elements in the Global v/s local debate and differences between merchandise and service,
import and export including their advantages and disadvantages for Zenith Pizza.

Global v/s local debate in international marketing
The researcher argues that local marketing deals only in home country where as the
global marketing deals in several country. In Local marketing company follows same strategies
and policies where as the global marketing firms are required to follow several policies of the
host country and also required to use different promotional tactics for the branding of product
and services in host country(Eteokleous and et.aol.,2016). In the local marketing, the company
easily made decision regarding products or services as well as their staff is also knowledgable
about the target market where as in global marketing, the company need to indemnify their target
market for this the organisation need to conduct marketing research.
Define and compare services and merchandise
Services: It is related to intangible goods that do not have physical existence. It is an
activity that is provided by people such as doctors,barbers, waiters and many more.
Merchandise: It refers to the variety of products that is available for sales. In simple
words the manufactured goods are bought and sold in any business. They main work is promote
good for sale the products to the potential buyer.
Similarities: The services and merchandise both are related to satisfied needs and wants
of the customers. Both are promoted by the individual and an organisation for selling to their
potential buyer.
Differences: The services are related to intangible goods where as the merchandise is
related to tangible goods. In services, there is no physical existence of the goods. In merchandise,
there is physical existence of goods.
Advantages and disadvantages of importing and exporting
Importing:
It means bought goods and services across the national border. It is a backbone of the
international trade. In simple words, the foreign goods are bough by residents of the particular
country. Residents includes businesses, citizens and government.
Advantages of importing:
 The advantage for Zenith pizza is that helps to enhance their profit margin by reducing
wages and material costs.
 It is a best way to adopt the culture of the other countries that helps to Zenith pizza in
their internation expansion in japan

 It helps to provide high quality products at low cost that helps to enhance revenue of the
Zenith pizza and also helps to enhance government support for develop trade relation.
Disadvantages of importing:
 The Zenith pizza lose their local manufactures that make the local taste of the pizza that
people like in UK.
 They need to pay high tax on the goods that come from other country.
 For Zenith pizza, it is difficult to obtaining license and document for importing goods.
Exporting:
It is main function of international trade that sale the goods of home country to the other
country and also that contributes in the economic of the country(Hoppner and Griffith, 2015).
Zenith Pizza can enter into trade agreements with other companies for selling goods to foreign
market of other countries.
Advantages of exporting:
 It helps to increase the sales, market share, income and profit of the Zenith pizza.
 It helps to establish their business operation worldwide.
 It helps to enhance the relationship of the Zenith pizza in other country.
Disadvantages of exporting:
 The Zenith pizza need to high investment for expanding their business.
 It reduces the profit of the Zenith pizza.
 The transportation cost is high that also effects the revenue of the Zenith pizza.
Explain product, pricing, promotional and distribution approaches
Product: There are variety of the products that Zenith pizza can offer in international
market such as pizza margh, marinara sauce, carbonara, quattro formaggi and many more.
Company will develop strategies to offer product like discounts etc.
Pricing: They can adopt low pricing strategy for their expansion in international
marketing. It helps to connect customers towards the company. Company will use pricing
strategy for attracting more buyers.
Promotional: They can use various mode of promotion such as advertisement,
newspapers and magazines etc. This will help to increase sales of company.

Distribution: They can adopt direct distribution method for enhancing sales as well as
profitability at international level.
Global or local approach and their implications
There are various internal and external forces that affect the operations of the Zenith
pizza such as political and economical force that play an important role in expansion of the
international market because economic stability, tax policies are affected the Zenith pizza for
internation expansion. For protecting their business from this external and internal forces the
company can adopt global approach that contributes in the economic growth of the country. So,
the the external factor support them in their international expansion(Morschett, Schramm-Klein.
and Zentes, 2015).
Import and export process for Zenith Pizza
Import and export process for Zenith Pizza:
Establish company, open business bank account and apply for export/import
license: first the zenith pizza give all the required information to the particular authority and pay
some fee to government and open a bank account in the country that company can apply for
import and export license.
Contact with buyers and make offers: After applying for license and get the import and
export licence that the Zenith pizza can contract with the other companies, analysis the potential
market and using promotional techniques for getting offers.
Send samples to overseas buyers: The Zenith pizza need to send sample to their
potential buyer so they can check their product.
Confirm the order from buyer and receive money: The potential buyer confirm their
order on the bases of sample and then buyers negotiation with Zenith pizza and receive money
from the buyers by issue proforma invoice and request first payment:
Prepare order to their customers: Now Zenith pizza prepare order for their potential
buyer and if their work is 100% on condition then the order send to shipping port and send to the
buyers.
Final inspection by the buyer before shipping and final payment: It is critical part of
the process where buyer inspection the products and if they accept the good then make a final
payment.

Receive balance payment against balance and test report copy: The Zenith pizza
need to provide all the needed documents, details of the country and get bill of lading. They need
to balance payment from the buyer against the bill of lading(Vellas, 2016).
Send all the original documents to their customers and support them: After receiving
the payment of the goods of Zenith pizza then they need to provide all the original document to
their buyer that helps to create willingness to purchase again to Zenith pizza.
TASK 4
Various marketing approach (covered in ppt.)
CONCLUSION
From the above study it has been summarised that internation marketing is essential for the
expansion of the organisation. It has been explained concepts of the international marketing. It
has been also defined the opportunities and threats of the Zenith pizza. It is described marketing
entry strategies. Further more it explained import and export process for Zenith pizza.

REFERENCES
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Online-
SWOT analysis. 2015. [Online] Available Through : <https://nexightgroup.com/using-swot-
analysis-to-plan-an-uncertain-future-and-increase-organizational-effectiveness/>