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Introduction
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International management can be sconsidered as the management related to the operations and business activities of the company that is working in more than one country. This is highly important for the business organization to perform international business management to keep the performance of the organization effective in the target market (Dixit, 2020). Marketing is considered a process or approach that is used by the organization to promote its products and services in the global market.
In the marketing process, different approaches and methods are used by the company to make people aware of the products and services provided by them. This report will be providing a brief overview of the GREGGS PLC BAKERY that is planning to start a business in the country with high cultural values. From this perspective, the organization has planned to start their business in India as a high cultural value market. GREGGS PLC BAKERY is a public sector organization that was established by John Gregg in the year 1939 at Newcastle upon Tyne. Headquarter of the organization is in Newcastle upon Tyne. GREGGS PLC BAKERY is a food sector organization. GREGGS PLC BAKERY is currently operating over more than 2000 locations around the globe.
Reaseach Approach
For the development of effective research, this is important to use specific and effective research methods. The utilisation of proper research methods can help to perform critically met the target of the research. In this research, specifically secondary data collection process will be used to collect a wide range of data that is related to the business organization (Ferraro, 2021). A range of reliable resources will be used in the research to improve and collect information regarding the company in the business environment. In the research work, the secondary research approach is used because this is very easy to obtain information from secondary information sources and the cost of information is also very low. This is how the entire research will be performed using secondary research related to the organization and its international management and marketing plan.
Finding :Internal and External Analysis Of Origanization.
Products and Services Offered by Greggs PLC Bakery
Greggs PLC Bakery is one of the well-known organizations that is providing the best quality food products to the customers in the global market. The special products that are offered by the company to its customers are- savouries, sandwiches, and other related bakery products. The main motive of the organization is to provide the best quality products to the customers and provide them fresh and healthy food. The quality standard that is used in the organization is very high.
The business structure of Greggs PLC Bakery
The business structure of the organization can be explained as the classification of the company that is performing business in different countries and regions. This is most important for the organization to have an effective business structure to stay competitive in the target market and maintain the performance of the organization on a global level. Greggs PLC Bakery is currently operating in more than 2000 locations around the world (Tenzer, Terjesen and Harzing, 2017). All the stores of the organization are managed by area managers and regional managers. These people are responsible for the performance of the organization in the current locations. For effective business operations, there are many stock management units are operated by the organization to maintain the supply chain on the all-operating locations. This is how the organization is structured to perform business operations and deliver the best services to the customers.
Value Chain of Greggs PLC Bakery
Value chain activities are considered as the functional and operational processes that are used by the organization to manage effectively in their operations and develop valuable products and services for the customers. There are different primary and secondary operations are performed by the organization to manage their value high in the context of the customers. This can help the organization to maintain effective performance on the global level. An analytical mechanism is used by the Greggs PLC Bakery to manage its value chain among the current operations stores. The functional activities that are performed by the organization for the value chain management are based on the financial and performance of the company in the target market. All the financial and performance aspects are used by the organization to manage the value chain in different locations.
Unique Resources and Competencies of Greggs PLC Bakery
This is most important for the organization to have proper resources and competencies to perform their business on a global level within the competitive market. The unique resources and competencies that are hold by the organization can be used by the organization to gain a competitive position in the local and global market. These resources and competencies can help the organization to maintain its business operations (Dobrucal?, 2019). These resources and competencies can be considered as factors that can help the organization to gain a competitive advantage in the target market. Major competencies of Greggs PLC Bakery in the market place are related to its quality within the services that are provided to the customers. Quality of company products and services can be considered major competencies for the organization. The other factor that is related to the competencies of the organization in the market place is related to the loyal customer base of the organization in the market place. Some of its products are also considered as critical and valuable resources and competencies that can be used by the organization to grow its business on the global level.
Industrial Sector and Level of Internationalization
Greggs PLC Bakery is operating in the food sector and it has the opportunity to grow its business at the international level. The organization is looking to perform business expansion in the Indian market, where the level of internationalization is very high for the company. The major reason behind this is related to the cultural value of the people who live in India.
Competitive Advantage and Market Share of Greggs PLC Bakery in the UK
The overall market share of the organization in the UK market is about 7.3 % in the year 2018 and sales that are generated by the organization with its operation in the market is was about 1 million pounds. Fresh food products that are sold by the organization are majorly considered as competitive factors of the Greggs PLC Bakery (Mansur, Suliyanto and Rahab, 2019). These factors are providing a competitive advantage to the organization in the global market. As per the performance analysis of the organization as compared to the previous year data, Greggs PLC Bakery has faced a decline in performance as compared to the last year.
Organizational Experience to Perform Business in Foreign Market
This is most important for the organization to have the experience to perform business in the foreign market to perform effective management of business and marketing activities to maintain the performance of the organization in the global market. The organization have made its debut in the international market in the year 2003. Majorly organization is performing its business in the United Kingdom and some countries of the European Union (Gomes, Sousa, and Vendrell-Herrero, 2020). This is how organization have the certain experience to operate in the foreign market but Greggs PLC Bakery does not have the effective experience of working in a high cultural value market like India. This will be challenging for the organization to perform in the local market.
Home Enviroment Asalysis Of Company
Political, Economic and Cultural Factors for Greggs PLC Bakery
This is most important for the business organization to evaluate the cultural, economic, and political factors that are present in the country to analyse their impact on the performance of the organization. These factors are present outside the organization and this is highly difficult for the organization to manage its impact on the organization. To meet the performance objective this is important for the organization to make various changes in the internal operations to manage their performance in the market place. The cultural, economic, and political factors that are faced by Greggs PLC Bakery in the UK market are-
Political, Economic and Cultural factor for the company in the United Kingdom
Political Factors:Political factors that are faced by the organization on the national level are related to the invasion of the military on the country and another political factor that is related to the operation of the organization on the national level is related to the favoured trading partner in the market. This can affect the performance and financial capital of the organization in the national market.
Economic Factors:Economic factors are most crucial on the national level. All the financial performance of the organization is highly based on the economic factors with in the country (Beugelsdijk, Kostova, and Roth, 2017). Major economic factors that are faced by the organization at the national level are related to the lack of financial stability of the economy due to lockdown and Covid 19 Pandemic. Inflation rate and the unemployment rate is also a crucial factor for the performance of the organization on the national level.
Cultural Factors: High diverse population and culture of the country are a major benefit to the organization to perform business. Personal and religious factors are more crucial for the performance of the organization in the national market
Political, Economic and Cultural Factor on Company Level
Political Factors: Major political factors that are faced by the company on the organizational level are related to the healthy eating policies and pasty policy. These factors can affect the internal operations of the organization.
Economic Factors:The economic factors that are faced by the company on the organizational level are related to the level of disposable income in operations which is low. The economic growth of the company is also most crucial for the organization (Hrechyshkina and Samakhavets, 2019). The financial performance of the organization in the target market can affect its performance in the local market and internal operations.
Cultural Factors:Cultural factors that are important for the Greggs PLC Bakery on an organizational level are related to greater explicit and greater cultural context related to the culture. The food choice of the Indian people is mainly based on their religion. Their eating habits are based on their religion.
Brand Analysis
This is most important of the business organization to perform brand analysis to improve the impact of the organization on the target market. It also can be considered as the image of the company in the global market.
Brand promises
Some critical factors are highly considered by the organization to develop positive brand value on the global level. For example fresh food that is offered to the customers all the time. Customer experience is also a positive factor for the Greggs PLC Bakery in the market place. The effective supply chain is also helping the organization to develop a positive brand image of organization (Kourula, Pisani, and Kolk, 2017). Trained and high skilled staff is also effective to create a b brand value for the company in the target market.
Value Proposition of Greggs PLC Bakery
The value proposition of the Greggs PLC Bakery can be explained on basis of the services that are offered to the customer in the stores of the company. Customers are served fresh food and at a very reasonable cost (Nyarku and Oduro, 2019). This is a major positive factor for the organization. Other services that are provided by the Greggs PLC Bakery to the customers are also effective for the performance of the company. The value proposition of the organization is also effective.
Brand Personality
The emotional connection of the organization with its customer is a major positive attribute for Greggs PLC Bakery on local level business (Yang, 2018). Quality of raw material and freshness of food is considered as the positive brand personality in the market place.
Otganization Indian Market Enviroment
Political, Economic and Cultural Factors for Greggs PLC Bakery Indian Market
As the organization is willing to enter the Indian market and this is most important for the organization to consider political, economic, and cultural factors critically to maintain the performance of the organization.
Political Factors: In the current time there is high political stability in India and the government of India is also providing major opportunities to the business organization to enter the Indian market and start a business (Laksamana, 2020). This could be positive for the performance of the organization in the Indian market. The taxation structure is critical in India and this will be a challenge for the company to manage their operations along with paying all the taxes in the country. As per the Corruption index, the ranking of India is not good. This is will be challenging for the company to deal with issues that are related to corruption in the country.
Economic factors: As India is considered in the category of nations that are growing very quickly. India is an emerging economy at the global level and there are many opportunities for an international organization to start a business in India (Buccieri, Javalgi and Cavusgil, 2020). Due to Covid 19 pandemic, the countries are facing economic instability but this will be a great opportunity for the organization to enter the Indian market.
Cultural Factors: Due to high and intense cultural values, this might be difficult for the organization to perform business in the Indian market. This is highly challenging for the organization to deal with various cultural factors to maintain performance in the local market. This is important for the organization to understand the cultural values of the country to perform business operations successfully in India (Soares, 2018). As compared to western countries, this is more difficult for the organization to manage human resources effectively. The company can face critical issues that are related to the cross-culture management in the company. Certain challenges also can be faced by the organization in the initial time to establish effective communication within the country.
Opportunities and Barriers in India within Business Operations
Opportunities that are present in the Indian market are very high and beneficial for an organization like Greggs PLC Bakery. Political condition is also a major issue for the organization in the Indian market. This can be considered a major barrier for the organization in-country (Avila-Robinson and Wakabayashi, 2018). But the opportunities that are offered by the government are also highly profitable for the organization. For Example High population and high culture, diversity is a positive factor for the company.
Political Economical Factors in India
Political-Economic factors are more crucial for the organization to perform business in the Indian market. India is the fifth-largest economy on the global level and it can provide a large size market to the company. Political stability in the country is also providing an opportunity for the company to perform business effectively in-country.
Cultural Implication for Operation Management
For effective business operation in the Indian food market, this is most important for the Greggs PLC Bakery to make certain changes in the operation management to accommodate the cultural complication in the business operations (Boyce and Ville, 2017). This is important for the organization to consider cultural factors to develop business management activities in India.
Cultural Implication for Marketing
The mode of the marketing process that is used in India is similar to other nations around the world. This is most important for the organization to consider the cultural and religious beliefs of the people with the marketing process to make a positive impact on the customers (Ibeh, Crick and Etemad, 2019). For example, Indian Festivals can be considered as a marketing opportunity to develop an effective customer base in the country.
Market Entry Mode
This is most difficult for the Greggs PLC Bakery to initiate new business in India. To make an effective business entry in the Indian market this is most important for the organization to use internal support to develop positive business activities (Deepak and Jeyakumar, 2019). To make an entry in the Indian market Join Venture Partnership can be considered as the most effective method.
Operation management, Motivation / Integration and strategic Leadership of Functions
This is highly challenging for the organization to attract customers in the Indian market. To get effective customer, this is important for the organization to perform better planning at management and leadership level to meet the performance standard in the country.
National and Organizational Cultural Implication for Organization Bakery Goods Sale in Host Country
Some cultural ad organisational structures must be considered by the organization to perform business activities in the country. This is important for the organization to develop a business strategy in the country as per the cultural beliefs of the people (Mothersbaugh, Hawkin, and Kleiser, 2019). If all the operations and menu of the company are designed as per the religious and cultural beliefs of people who live local to generate maximum profit in the business operation. For example, Festivals of the country must be considered for menu designing.
Marketing Mix:There are some elements of the marketing mix that can be used by the organization in the marketing activities to perform marketing in India. All the considerations that are considered in the marketing mix must be considered by the organization to perform marketing activities in the country.
Product:This is the most important factor for the marketing process of the company. This is important for the organization to focus on the quality of food products to keep customers loyal to the organization (Kamps and Schetter, 2018). Better quality of the product can help the organization to attract a larger number of customers.
People:This is most important for the organization to focus on human resource management to manage the cross-cultural issues in the country (Kumar, Paul and Unnithan, 2020). By developing effective human relation, processes and human resource management process better values can be developed within the stores of Greggs PLC Bakery.
Price:This is a challenging factor for the company in the Indian market. This will be challenging for the company to develop an effective pricing strategy to perform effectively in the competitive market (Kannan, 2017).
Promotion: Itis the most important part of the marketing process of the company. In the promotion process, an organization can use mobile and digital marketing to draw the attention of customers (Jin, Muqaddam and Ryu, 2019). For example, an organization can hire influencers to develop a positive impact on the target customer.
Customer Needs and Brand Positioning
This is important for the Greggs PLC Bakery to meet the needs of the customer to perform business activities effectively. To satisfy the needs of customers, an organization can perform market research to understand the needs of the customer. For the competitive positioning of the organization in the market, the company can use a hybrid business strategy to offer better quality food at an effective low cost. This can help the organization to larger benefits from the market place.
Recommendations
Some changes can be made by the organization to improve their performance in the future within the Indian market. To efficiently perform business in India, this is most important for the company to understand the cultural values of people. The company can develop their knowledge from the joint venture partner to learn about the needs of customers to improve their performance in the market place. Greggs PLC Bakery also can perform vast level market research to collect critical information that is important to perform business in the country. The major factor that is considered by the Greggs PLC Bakery in business operation related to the developing understanding of cast system in the country to perform effectively. These aspects can be considered by the organization to maintain performance in the proposed Indian market.
International Management Plan
International management is a major aspect for the Greggs PLC Bakery to plan their business in India. This is a challenging task for the company to develop a customer base in the Indian market to maintain profitability. This is important for the organization to develop an effective international management plan to develop business effectively in India.
Operational Management Strategies
For Greggs PLC Bakery, In India culture that is followed by the people is based on the cast system that is followed widely across the country. This cast system and cast hierarchy must be understood by the company to develop effective business practices in-country (Paul, 2018). Along with this better reward system, can be developed for employees to improve their performance in operations. This is also important for the organization to focus on the training and development process for the new employees of an organization to maintain business operations as per the standards. For the cross, Culture Motivation in-country organization can use Hofstede culture dimensions to meet employee and customer requirements. In the cross-culture management process organization can focus on the Power distance index, Individualism versus collectivism, masculinity versus femininity, uncertainty avoidance index, long versus short term orientation and indulgence versus restraining aspects related to the target market to meet the cultural requirement. These requirements can be fulfilled by the company to meet the motivation level of employees and customers in the country.
National and cultural Implications
Greggs PLC Bakery can focus on the festivals and cultural beliefs of people to improve the impact of the organization on the customers. This is related to the personal and social beliefs of people in the country.
Current Market Competition in Indian Market
The current bakery market in India is majorly occupied by local sellers. Most of the market is hold by local vendors in the country. There are some famous bakery chains are also operating in India that can be considered by the organization for collaboration. Greggs PLC Bakery has to deal with the local sellers to develop an effective market.
Partnership Venture for Short Term
This is important for the organization to develop a joint venture partnership with the local venture to develop a customer base in-country (Morgan, Feng and Whitler, 2018). For example, Defence Bakery Can be considered as a partner of Greggs PLC Bakery to initiate business in India. This is one of the most trusted organization in India that is in Defence Bakery. According to the positive image of the Defence Bakery in India, Greggs PLC Bakery can develop a 2-year joint venture partnership to enter the Indian market.
Essential Resources
This is important for the Greggs PLC Bakery to focus on financial resources, human resources, business strategy and market reputation to develop a customer base in India. This can take a long to develop an effective market for the company in India but in long term, these resources are crucial for the company.
Organizational Structure of Greggs PLC Bakery
In Greggs PLC Bakery, a tall hierarchy organizational structure is used to develop high control on the operations of the people within the organization. This structure is important to maintain standards in business operations.
Products of Greggs PLC Bakery
Mainly food products are sold by the company to the customer. For example Sausage rolls, Sandwiches, Vanilla ice cream and doughnuts. These are major food products served by Greggs PLC Bakery to the customers.
Market Segment for Greggs PLC Bakery
As per the business operations of the organization, Greggs PLC Bakery can perform geographical segmentation to develop market share. In this process, an organization can target local areas to perform business activities. This can help the organization to grow quickly.
Financial Resources of Company
As per the operations of the Greggs PLC Bakery in the market, they have the effective financial capital to initiate business effectively in the new market. The company can use pure profit as an investment in the Indian market to develop business.
Domestic Market Share of Greggs PLC Bakery
In the current market of the UK, Greggs PLC Bakery is holding a major market share. Greggs PLC Bakery is effectively performing in the United Kingdom market and this is an advantage for the organization to use the organizational knowledge to perform business expansion.
Global Performance of Greggs PLC Bakery
Greggs PLC Bakery is providing services to many local and international customer on the global level. This type of business activities and customer base can be considered to define the global business of a company which is very effective in terms of customer satisfaction.
Organization Culture and Structure
In the organisational structure of Greggs PLC Bakery, certain levels are present in the structural hierarchy. This is important for the management of business operations. Company culture is based on continuous development to meet business objectives.
Unique Selling Points of Company
The major unique selling points of the organization are related to the quality of food products and services that are offered to the customers. These are major selling points of Greggs PLC Bakery in the local and international market.
Experience of Organization
As Greggs PLC Bakery was established in 1939, the organization have huge knowledge related to business operation (Jin, Muqaddam and Ryu, 2019). This knowledge and experience can be used by the organization to meet the business objective in the proposed market.
Financial Analysis
The financial performance of an organization is not constant for the last few years and it is the result of major economic and political changes in the country. But there is no critical and challenging issue is faced by the organization in the market place. As per the financial analysis of the organization, it can be considered that the financial performance of the organization is very effective on a local and global level.
Conclusion
This report is concluding information about international management and marketing of organization related to Greggs PLC Bakery. Various aspects related to international business management has been considered in the report. Majorly this report has been focusing on the business expansion of the organization in a high cultural value market (India). The range of information related to the Indian market has been considered in the study to develop the business of Greggs PLC Bakery in the Indian market. Effective organization analysis also has been performed in the report to analyse the capability of the company to perform business expansion operation in India.
References
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