International Marketing Strategies for Zenith Pizza - Analysis Report

This report analyzes international marketing strategies for Zenith Pizza, addressing the key concepts and global business environment. It includes a PESTLE analysis to assess the global business environment and examines the rationales for international expansion. The report explores various strategies for entering the international market, highlighting how marketing contributes to these strategies. A SWOT analysis is conducted to identify opportunities and threats. The report also evaluates market entry strategies, considering the advantages of trading blocs. It defines market strategy and emphasizes the importance of selecting the right international market for Zenith Pizza. The report offers insights into the company's promotional campaign, and the use of social media to tap into international markets.

BUSINESS

Table of Content
 introduction of the organization and its current market .
 various marketing approaches
 pros and cons of each method
 Compare home and international orientation
 recommendation and justification
 Conclusion

Introduction of the organisation and its current market
 Zenith is the small medium enterprise which is planning to enter an
international market by making varieties of pizza, analyse new market
strategies and their competitors.
 Their objective is to consolidate production, improving its quality and food
safety at lower costs

Marketing approaches to enter in international market
 Expansive approach
 Contractible approach

Pros and cons of marketing approaches
Pros cons
Expansive approach It provides knowledge
and experience from
market conditions.
This approach is only
applicable to the
countries having same
languages, values,
wealth and education.
Contractible approach It tends to experience
faster growth
It takes time to
understand the
overview of potential
market.

Comparison of home and international orientation
Home orientation International orientation
In this approach, business
identify the needs and desires
of consumers by creating
quality products.
In this orientation, business is
focused on trade like import
and export of goods and
services, investments and the
degree of influence and control
across border.

Suggestion: Various methods to maximize Zenith pizza in
international market
 Social media: it is the platform that should be used by company to tap into
international market. This would be beneficial in making strong connection
with local buyers of that country.
 Organizing promotional campaign strategy should be implemented by this
company for entering into foreign market.

Conclusion
 The above task summarized the introduction of the company, Zenith Pizza and
it current market condition and the various marketing approaches to enter in
the international market with their advantages and disadvantages

References
 Vellas, F., 2016. The international marketing of travel and tourism: A strategic
approach. Macmillan International Higher Education.
 Hult, G.T.M., Hair Jr, J.F., Proksch, D., Sarstedt, M., Pinkwart, A. and Ringle,
C.M., 2018. Addressing endogeneity in international marketing applications of
partial least squares structural equation modeling. Journal of International
Marketing, 26(3), pp.1-21.