Zenith Pizza's International Marketing Strategy: A Presentation

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International Marketing – Zenith
Pizza

Table of contents
• Introduction – Slide 3
• Marketing approaches – Slide 4
• Pros and cons of marketing approaches – Slide 5
• Home and international orientation along with
competitor analysis – Slide 6
• Recommendations – Slide 7
• Conclusion – Slide 8

Introduction
• Zenith Pizza can undertake various strategies in
order to penetrate global markets and initiate
operations in countries beyond their home territory.
• In the context of the given scenario, it is of prime
importance to formulate an efficient marketing plan
as the senior marketing manager of Zenith Pizza.
• Various elements of the marketing mix have been
discussed in a detailed fashion along with a set of
recommendations in order to facilitate the process
of expansion.

Marketing approaches
• Production approach – mass production at low
cost
• Product approach – Ensure high quality instead
of quantity
• Marketing approach – Using the 7P’s of
marketing
• Societal approach – Market towards the
consumers general well being
• Institutional approach – Heavy usage of
middlemen to facilitate sales

Pros and cons of marketing approaches

Home and international orientation along with competitor analysis
• ETHNOCENTRIC ORIENTATION: Orientation
towards global activities by an organization,
which consider trade advertise has no distinction
with local market and henceforth applies
residential market systems with abroad market.
• GEOCENTRIC ORIENTATION: Orientation
towards worldwide activities by an organization,
which think about the entire world as one market
and thus creates worldwide systems which are
connected in residential market moreover.
• POLYCENTRIC ORIENTATION: Orientation
towards global activities by an organization,
which consider each market vary from other and
thus applies distinctive system in various market.
• REGIOCENTRIC ORIENTATION: Orientation
towards global activities by an organization,
which perceives the basic highlights in nations
having a place with a specific geological locale
and thus applies a similar methodology in every
one of the nations in a specific district.

Recommendations
• Based on the research, I strongly believe that that Zenith Pizza
should limit the export and import process as much as possible in
order to engage in cost effective policies and thereby increase the
potential to generate good profit margins.
• Moreover, the perishable nature of their goods poses a serious
threat in the context of import and export, and only non-perishable
goods could be imported and exported upon requirement.
• The joint venture of franchising model would be the most
appropriate, in both the cases of Denmark and Australia and the
products required for their finished items could be sourced from
within the local markets to further reduce operational costs, lower
tariff charges and subsequently garner positive appreciation from
the local communities.

Conclusion
• In conclusion, it can be stated that Zenith Pizza
would be benefitted from expanding into the
countries of Australia and Denmark based upon the
marketing plans and recommendations .
• This would largely reduce the impact of the existing
domestic constraints within their local market and
could potentially enable the company to generate
healthy revenue and sales figures and grow
sustainably.

References
• Eteokleous, P.P., Leonidou, L.C. and Katsikeas,
C.S., 2016. Corporate social responsibility in
international marketing: review, assessment,
and future research. International Marketing
Review, 33(4), pp.580-624
• De Mooij, M., 2015. Cross-cultural research in
international marketing: clearing up some of
the confusion. International Marketing
Review, 32(6), pp.646-662.