Discuss product and branding strategies that the company will adopt in the host country.
Making changes to the paper below, delete some unnecessary parts to meet the requirements of the additional tip sheet.
You don’t need to add new things, just fix the original one to make it short and clear.
Requirements: 15 pages
International Marketing Plan: DoorDash Expansion into Italy
Wang Wenxuan
Sep. 16th 2023
Student ID: 21639582
Executive Summary
Introduction
DoorDash, is a leading food delivery platform, that is poised to embark on an exciting journey of expansion into the dynamic market of Italy. This strategic move is underpinned by a comprehensive market assessment, encompassing economic, sociocultural, political, and legal dimensions to ensure seamless entry and long-term success.
Situation Analysis – Customer Analysis and STP:
The target customers in Italy are diverse, and the company hence seeks to employ segmentation, targeting, and positioning strategies to cater to their preferences. By developing a detailed customer profile, the company aims to provide tailored services that can meet customers’ needs.
Situation Analysis – Competitors’ Strategies:
Identifying key competitors in Italy and analyzing their STP and 4P strategies is integral to success in this market. By studying their approaches, it is possible for DoorDash to be able to refine its own strategies to gain a competitive edge in the market.
Macro Environmental Analysis:
A summarized overview of Italy’s economic, trade, sociocultural, political, and legal environment underscores the country’s potential for DoorDash’s expansion.
Advanced SWOT:
In the SWOT analysis, this paper identifies key strengths, threats, opportunities, and weaknesses. Additionally, a second matrix is provided to help the company be able to leverage its strengths for opportunities, address weaknesses in the face of threats, seize opportunities that align with its strengths, and mitigate threats using its strengths.
Marketing Objectives:
The SMART marketing objectives for the next three years are centered on market share growth, customer acquisition, brand recognition, and profitability.
Marketing Mix Strategies – Product:
To cater to Italian consumers, the company will offer a diverse menu, forge strategic restaurant partnerships, enhance technology capabilities, and focus on quality. The branding will emphasize convenience, variety, and cultural sensitivity.
Marketing Mix Strategies – Price:
The pricing strategy will be value-based, aligning with local preferences. The company will also implement discounts and promotions to ensure competitive pricing.
Marketing Mix Strategies – Distribution:
To cover the market comprehensively, the company will utilize a combination of delivery fleets, restaurant networks, pickup points, and third-party partnerships. These decisions are influenced by factors such as convenience and accessibility.
Marketing Mix Strategies – Promotion:
The promotional mix will encompass online advertising, influencer collaborations, content creation, partnership initiatives, and public relations. It will apply both standardization and adaptation strategies to connect with the Italian audience effectively.
Implementation and Budget:
This paper has outlined sub-activities for the implementation of DoorDash strategies, allocating a tentative timeline and budget. These details are presented in a table format and are meant to ensure a structured and efficient execution of the marketing plan.
International Marketing Plan: DoorDash Expansion into Italy
Introduction – Company and Country
To ensure continuous growth, market expansion is necessary since it allows companies to expand their reach, conquer new markets, and increase opportunities to be more profitable. International expansion, however, is no easy task and can be quite an expensive undertaking since they are often well-established competitors, and in order to establish a foothold and gain market share, a lot of advertising and promotion is necessary to increase brand awareness. DoorDash is very popular in North America; it, however, seeks to expand its global presence and capitalize on the growing popularity of online food delivery (Zheng). The company hence seeks to conquer Europe, specifically Italy, where it has a chance to be successful due to the country’s rich culinary traditions and a strong culture of dining as well as an increase in technology use. As in many other countries, consumer habits in Italy have been evolving. An increasing number of Italians are embracing online ordering and food delivery services, especially in urban areas. This shift in behavior makes the market more receptive to DoorDash’s services. Italy is a Mediterranean country located in Southern Europe that bolsters a rich history in art, culture, and cuisine. Italy is renowned for its diverse and delicious cuisine. From pizza and pasta to regional specialties like risotto, gnocchi, and seafood dishes, Italy offers a wide range of culinary delights. This diversity can provide DoorDash with a vast selection of food options to offer its customers, catering to various tastes and preferences. More so, major Italian cities like Rome, Milan, Florence, and Naples have vibrant food scenes with a plethora of restaurants and eateries. These urban centers present ample opportunities for DoorDash to establish a strong presence and cater to the bustling urban population. Italians have a strong food culture with an emphasis on quality, freshness, and tradition. This aligns well with DoorDash’s commitment to delivering high-quality food from local restaurants. DoorDash could capitalize on this cultural appreciation for food by offering a platform that connects customers to authentic, local Italian restaurants. Furthermore, Italy is a top tourist destination, attracting millions of visitors each year. Tourists often rely on food delivery services to enjoy local cuisine without leaving their accommodations. DoorDash could tap into this demand by providing convenient access to Italian food for tourists. Italy is one of the largest economies in Europe. While it faced economic challenges in the past, its stable economy and purchasing power make it an attractive market for businesses seeking growth. It is characterized by a mixed economy known for its robust manufacturing sector, technological innovations, and an overreliance on foreign trade.
Situation Analysis – Customer Analysis and STP
In Italy, Doordash would be targeting mostly city dwellers in Rome, Milan, Florence, and Naples, where food delivery demand is highest. The target market would include young professionals and families in urban areas who have limited time to cook and are looking for convenient dining options, tourists visiting major Italian cities, offering them a taste of local cuisine at their convenience, food enthusiasts who want to explore a variety of Italian dishes and flavors without leaving their homes and health-conscious consumers who prefer healthier foods which are often not very readily available in Italian culture. The market segmentation will hence be based on the following:
Geographic Segmentation: DoorDash will focuses primarily on major cities like Milan, Rome, Florence, and Naples, where urban professionals are concentrated.
Demographic Segmentation: Target customers are in their 30s, working professionals, and parents with busy schedules.
Behavioral Segmentation: the company will identify heavy users of food delivery services and those who appreciate a variety of cuisines, especially Italian. Analyze ordering frequency and preferred mealtimes and developing strategies to target this potential customer base
Psychographic Segmentation: the company will also target customers who prioritize convenience, quality, and health-conscious dining options and this will involve leveraging data analytics.
When it comes to targeting the company will focus on the following:
Busy Professionals: Target young professionals who juggle work and family responsibilities and value convenience.
Italian Food Lovers: Attract customers who have a preference for Italian cuisine and want to experience authentic flavors. This will include mostly tourists.
Health-Conscious Consumers: Offer a selection of restaurants that provide healthier menu options.
Tech-Savvy Users: Engage customers who are comfortable using smartphone apps and leverage technology for their convenience.
Doordash in Italy will position itself in the market as the platform that offers quality, reliability, convenience, choice, reliability, and customization. The company will emphasize the convenience of ordering from a wide range of local Italian restaurants and having meals delivered to customers’ doorsteps, showcase the extensive variety of cuisines, including authentic Italian dishes, available on the platform and ensure a commitment to delivering high-quality food from reputable local restaurants, aligning with Italian food culture. More so, DoorDash will strive to position itself as a reliable and punctual delivery service, that ensures that customers receive their orders on time and in good condition as well as allow customers to personalize their orders, whether it’s for dietary preferences, portion sizes, or special requests.
The customer profile of a potential customer in Italy is around 30 years old, a working professional, active and health-conscious single (male) or with a small family (female), and orders dinner delivery 3-4 times a week due to a busy work schedule. This customer enjoys a variety of cuisines but prefers Italian and healthy options. The customer values convenience and reliability and occasionally orders meals for family gatherings and special occasions. Armed with this information, it is hence possible to tailor marketing campaigns, menu recommendations, and promotions to best appeal to this target market and ensure that offerings are in line with their preferences and needs. Through this approach, it is possible to ensure consumer engagement and loyalty, allowing the company to successfully penetrate the market.
Situation Analysis – Competitors’ strategies
Just Eat happens to be the most successful online food delivery platform in Italy, accounting for approximately 32% of the market share. Other major competitors in this market include Deliveroo and Glovo, each accounting for approximately 11% of the market share (Oncini et al., 2020). Just Eat’s success can be credited to establishing strong local networks in the Italian market. The company is known to establish strong partnerships with local restaurants, which allows the company to have access to a greater number of customers in key cities. As such, the company has reported a consistent increase in the number of users, which translates into increased sales. Geographical segmentation has thereby been key to Just Eat’s success, with a lot of focus being on major Italian cities where the demand for online takeaway delivery is the greatest. When it comes to targeting, the company has mastered search engine optimization, which allows the company’s brand and food pages to seamlessly flow into the local pages. The key to the company’s success lies in its ability to adapt and tailor services to meet the needs of a particular country. Acquisitions are hence used to help the company gain a foothold in a certain country, and the company maintains the already established and familiar names of these companies to which they just add the Just Eat logo. They ensure to maintain the corporate identities that the local population is already familiar with, which gives the company a head start in a foreign country. The company also makes sure to invest in markets where they are likely to grow into market leadership positions to ensure that they become profitable (Oncini et al., 2020). They leverage network effects to drive market-leading positions by working to attract new consumers and restaurants into their network, allowing the company to compound its growth.
In terms of 4P strategies, the following can be observed about JustEat operations in Italy.
Product:
Just Eat, in Italy, primarily offers an online platform and mobile app that connects customers with a wide range of restaurants and food establishments. Some key aspects of its product strategy in Italy includes:
Diverse Cuisine Options: Just Eat provides access to a diverse selection of cuisines, including Italian specialties, international dishes, and various dietary options to cater to a broad customer base.
User-Friendly App: The mobile app and website is designed to be user-friendly, offering easy navigation, order customization, and secure payment options.
Order Tracking: Just Eat provides order tracking features, allowing customers to monitor the status of their orders in real-time (Oncini et al., 2020).
Price:
Just Eat’s pricing strategy in Italy involves several elements:
Transparent Pricing: the company prioritizes clear and transparent pricing for menu items, delivery fees, and any additional charges.
Promotions and Discounts: the company offers occasional promotions, discounts, and loyalty programs in order to attract and retain customers.
Delivery Fees: Depending on the restaurant and location, Just Eat charges delivery fees, which can vary based on factors like distance and order value (Oncini et al., 2020).
Place
In terms of place or distribution strategy, Just Eat has focused on ensuring that its platform and services are widely accessible to customers across Italy:
Urban and Suburban Coverage: the company concentrates its services in major cities such as Rome, Milan, Florence, and Naples, and has even expanded into suburban areas in order to be able to serve a broader customer base (Oncini et al., 2020).
Restaurant Partnerships: the company has established partnerships with a diverse range of local restaurants, from small eateries to well-known chains, to provide a comprehensive dining selection.
Mobile App and Website: the company also offers a user-friendly mobile app and website, making it convenient for customers to place orders from their preferred devices.
Promotion
Just Eat’s promotion strategy in Italy aims to create brand awareness and attract and retain customers:
Digital Marketing: this involves leveraging online advertising, social media marketing, and search engine optimization to reach potential customers and promote special offers.
Partnership and Collaborations: this entails collaborating with popular restaurants and running joint promotions or exclusive deals.
Customer Engagement: this involves engaging with customers through email marketing, push notifications, and personalized offers based on ordering history.
Customer Reviews: this involves encouraging customers to leave reviews and ratings to build trust and credibility (Oncini et al., 2020).
Macro Environmental Analysis
Italy is a prosperous and advanced economy with a modern infrastructure, making it an attractive destination for businesses. In 2023, it’s projected to have a nominal GDP of $2.169 trillion and a purchasing power parity (PPP) GDP of $3.195 trillion. While the economy is expected to grow at a rate of 1.2% in 2023, it’s important to note that the services sector plays a dominant role, contributing nearly 74% to the GDP (FocusEconomics, 2023).
The country has experienced moderate inflation, with the Consumer Price Index (CPI) at 8.7% in 2022, expected to decrease to 4.5% in 2023. However, there are challenges, including income inequality, with a Gini coefficient of 32.9, and a significant portion of the population living in poverty (9.4%). Italy ranks 30th on the Human Development Index (HDI) and 35th on the Inequality-adjusted HDI (IMF, 2019).
In terms of market attractiveness, Italy’s population, totaling 58.9 million in 2022, provides a substantial consumer base. The stable population growth rate lends predictability to long-term planning. Moreover, Italy’s high PPP per capita ($54,216 in 2023) indicates strong purchasing power, suggesting that Italian consumers are well-positioned to make discretionary purchases, including food delivery services (FocusEconomics, 2023).
However, it’s important to recognize the challenges within the market. Income inequality and a segment of the population living below the poverty line may affect the accessibility and affordability of meal delivery services for some. Additionally, the food delivery sector in Italy is competitive, so DoorDash will need to differentiate itself effectively to succeed.
On the sociocultural front, Italy’s rich cultural history influences consumer behavior. Italians value high-quality goods and emphasize experiences over tangible items. Understanding and providing authentic culinary experiences will be crucial for DoorDash. Italy’s traditional family-centered beliefs also impact consumption habits and gender roles, requiring DoorDash to be sensitive to these cultural nuances (Aiello et al., 2019).
Lastly, the political and legal environment in Italy presents a mix of benefits and challenges. The legal system ensures fairness and consumer protection but also entails complexities in areas like taxation, food safety, and labor practices. Tax uncertainty has also been reported at times due to political instability. Doordash, hence, needs to stay alert and monitor any changes in the political landscape that may affect the legal framework and market conditions in Italy (Newell, 2018). DoorDash must navigate these legal intricacies, protect intellectual property, and monitor political stability to thrive in the Italian market.
In summary, Italy offers significant market potential with its strong economy, sizable population, and high purchasing power. However, DoorDash must address income inequality, competition, and cultural nuances while navigating the legal and political landscape to establish a successful presence in the country.
Advanced SWOT
(Zheng)
Marketing Objectives
Objective 1: Market Expansion
Specific: Expand into three new major cities in Italy.
Measurable: Increase market presence by capturing a minimum of 20% of the food delivery market share in each new city.
Achievable: Leverage existing infrastructure and partnerships to enter new markets efficiently.
Relevant: Aligns with DoorDash’s growth strategy and taps into Italy’s potential consumer base.
Time-bound: Achieve expansion within the next three years.
Objective 2: Customer Acquisition and Retention
Specific: Increase the customer base by 30% in Italy.
Measurable: Achieve a customer retention rate of 70% and acquire a minimum of 1 million new customers.
Achievable: Implement targeted marketing campaigns and loyalty programs.
Relevant: Focuses on growing the customer base, which is essential for revenue generation.
Time-bound: Achieve the target within the next three years.
Objective 3: Partner Restaurant Growth
Specific: Onboard an additional 5,000 local restaurants onto the DoorDash platform in Italy.
Measurable: Expand the restaurant portfolio by 20%.
Achievable: Strengthen partnerships and offer incentives to attract new restaurants.
Relevant: Provides customers with a wider range of dining options.
Time-bound: Achieve the target within the next three years.
Objective 4: Profitability Improvement
Specific: Increase profit margins by 15% in the Italian market.
Measurable: Achieve a profit margin of at least 10% while maintaining service quality.
Achievable: Implement cost-saving measures and pricing strategies.
Relevant: Ensures sustainable growth and business viability.
Time-bound: Achieve the target within the next three years.
Marketing Mix Strategies – Product
In Italy, DoorDash should focus on providing a diverse range of menu options that cater to various cuisines and dietary preferences. This approach aligns with the physiological and safety needs in Maslow’s hierarchy, as it addresses the fundamental human need for food variety and safety in consumption. Additionally, DoorDash should implement rigorous quality control measures to assure food safety and quality. This is crucial in Italy, where culinary traditions are held in high regard, and consumers expect the highest standards. Innovative and eco-friendly packaging can enhance the overall dining experience and appeal to environmental and social needs in Maslow’s hierarchy. Sustainable packaging materials align with Italy’s growing emphasis on sustainability and environmental consciousness. Furthermore, DoorDash should allow customers to customize their orders to meet individual preferences, addressing the need for personalization and self-esteem in Maslow’s hierarchy by empowering customers to make choices that suit their tastes.
To build a strong brand presence in Italy, DoorDash should emphasize its integration with Italian culture. This includes partnering with local Italian restaurants, highlighting regional specialties, and celebrating Italian culinary traditions (Oncini et al., 2020). Such an approach addresses the social and esteem needs in Maslow’s hierarchy, fostering a sense of belonging and pride among customers. DoorDash should also position itself as a customer-centric brand, focusing on customer satisfaction and experience. Italian consumers appreciate personalized, attentive service, which can fulfill the need for love and belonging in Maslow’s hierarchy and build strong brand loyalty. Engaging with local communities, supporting charity events, and participating in local food festivals can enhance DoorDash’s brand perception and align with the social and self-esteem needs in Maslow’s hierarchy, showcasing DoorDash as a socially responsible and respected brand. Additionally, building a strong online presence and leveraging social media platforms is crucial for branding in Italy, where consumers are active on social media, and positive online interactions can enhance brand reputation and address self-esteem needs
Marketing Mix Strategies – Price
Several key factors will influence DoorDash’s pricing strategy in Italy. First and foremost are the costs and expenses associated with operating in the market. DoorDash needs to consider delivery costs, operational expenses, and marketing expenditures when determining its pricing structure. Additionally, DoorDash must closely examine the competitive landscape within the Italian food delivery market. Analyzing the pricing strategies of competitors is vital to ensuring DoorDash remains competitive while offering a unique value proposition. Understanding consumer behavior and preferences is another critical factor, as DoorDash must determine Italian consumers’ willingness to pay for food delivery services, preferred price points, and perceptions of value. Moreover, economic conditions, such as income levels and spending patterns in Italy, will play a significant role in determining prices (Magazzino, 2018). Lastly, DoorDash must consider the regulatory environment in Italy, ensuring compliance with local pricing regulations and taxation policies.
In Italy, DoorDash should adopt a Value-Based Pricing Strategy. This strategy involves setting prices based on the perceived value of DoorDash’s service to Italian consumers. Given the cultural significance of food in Italy and the demand for quality, variety, and a satisfying dining experience, pricing should reflect the value proposition DoorDash offers. Emphasizing the convenience, extensive menu options, and reliable delivery services provided, DoorDash can position itself effectively in the Italian market by offering prices that align with what customers are willing to pay for the benefits received. This approach allows DoorDash to capture market share while ensuring profitability, making it a strategic choice for the Italian market. To successfully implement a value-based pricing strategy effectively, DoorDash must thoroughly understand how Italian consumers perceive the value of its services (Oncini et al., 2020). This involves conducting market research to identify what aspects of DoorDash’s offering matter most to Italian customers. These may include factors like convenience, menu variety, reliability, and the overall dining experience. DoorDash can also employ dynamic pricing techniques. This means adjusting prices based on factors like demand, time of day, and restaurant popularity. For instance, DoorDash can charge slightly higher prices during peak dinner hours when demand is high. Italy’s urbanization and changing lifestyles have led to an increased demand for convenience. DoorDash’s value proposition of delivering restaurant-quality food to customers’ doorsteps resonates with Italian consumers seeking convenient dining options (Oncini et al., 2020). The Italian food delivery market is competitive, with several players vying for market share. Adopting a value-based pricing strategy allows DoorDash to differentiate itself by offering a superior value proposition that justifies its pricing. A well-executed value-based pricing strategy can lead to better profitability compared to a cost-based or competitor-based approach. By aligning prices with perceived value, DoorDash can potentially capture a higher share of consumer spending.
Marketing Mix Strategies – Distribution
DoorDash’s distribution channel strategy in Italy will be carefully crafted to align with the market’s unique characteristics and consumer preferences (Aiello et al., 2019). Italy’s digital infrastructure and the increasing trend of online food ordering make an online platform and mobile app the cornerstone of DoorDash’s distribution approach. This user-friendly platform empowers Italian customers to browse menus, place orders, and make payments with ease, catering to the tech-savvy consumer base. Restaurant partnerships form another integral part of DoorDash’s distribution strategy. These collaborations encompass a diverse range of local eateries, including pizzerias, trattorias, and upscale dining establishments. By establishing partnerships with Italian restaurants, DoorDash ensures a broad menu selection that appeals to various tastes, enhancing its value proposition (Magazzino, 2018). To guarantee efficient and reliable home delivery, DoorDash will maintain an in-house delivery fleet of drivers or couriers. This approach offers DoorDash greater control over the delivery process, ensuring orders reach customers promptly and in optimal condition. The focus on in-house delivery aligns with DoorDash’s commitment to delivering exceptional service. In addition to home delivery, DoorDash accommodates customers who prefer dining out or picking up their orders by setting up strategically located pickup points in major Italian cities. These pickup points provide an additional avenue for customers to access their favorite meals conveniently. DoorDash recognizes the importance of broad coverage, especially in areas where its in-house fleet may not be as extensive. To address this, the company will collaborate with third-party delivery services, expanding its reach and ensuring that customers in various regions can enjoy DoorDash’s offerings. Furthermore, DoorDash explores dine-in partnerships with restaurants that offer in-house dining services. This innovative approach allows customers to place orders through DoorDash for dine-in at partner establishments, combining the convenience of online ordering with the ambiance of a restaurant experience.
Overall, DoorDash’s distribution channels in Italy are strategically chosen to provide a seamless and enjoyable food ordering experience for Italian consumers. These channels leverage Italy’s digital readiness, cater to diverse tastes, and prioritize convenience and reliability, aligning perfectly with DoorDash’s value-based pricing strategy. By tailoring its distribution to meet the specific demands of the Italian market, DoorDash aims to establish a strong presence and gain the trust of Italian customers as it enters and expands in this dynamic market.
In crafting its promotional strategy and media decisions for the entry into Italy, DoorDash must carefully consider several key factors. Firstly, cultural sensitivity plays a pivotal role. Italy’s rich cultural heritage and deep-rooted traditions, particularly in the realm of culinary arts, require DoorDash to exhibit cultural respect and understanding in its promotions (Oncini et al., 2020). Next, understanding Italian consumer behavior is essential. Italians prioritize quality, authenticity, and the overall dining experience. Therefore, DoorDash’s promotional messages should align with these preferences, conveying how its services enhance the Italian dining experience.
The competitive landscape in Italy’s food delivery market is another crucial factor. With numerous players vying for consumers’ attention, DoorDash needs to differentiate itself effectively. This can be achieved by highlighting its unique value proposition in its promotional strategy (Oncini et al., 2020). Additionally, considering Italy’s growing digital presence with increasing internet and smartphone usage, DoorDash should leverage online and mobile platforms for promotions, catering to the tech-savvy nature of Italian consumers. Moreover, Italy’s cultural events, which often revolve around food, present strategic opportunities for DoorDash to time promotions and capitalize on increased demand.
Marketing Mix Strategies – Promotion
In terms of the promotional mix and strategy, DoorDash will carefully weigh standardization versus adaptation. While maintaining consistency in core brand values, DoorDash will adapt aspects of its promotional strategy to resonate with Italian consumers. Emphasizing DoorDash’s commitment to preserving the authenticity of local Italian cuisine in its messaging showcases cultural understanding and relevance.
The promotional mix will encompass a combination of online and offline strategies. Online advertising through social media, search engine marketing, and display ads can effectively reach tech-savvy Italian consumers, focusing on the convenience of ordering from a wide selection of local restaurants. Collaborating with local food influencers and bloggers can provide authenticity and credibility to DoorDash’s promotions (Oncini et al., 2020). Content marketing, such as blog posts and videos, can delve into Italian food culture and highlight DoorDash’s role in preserving culinary traditions. Partnerships with Italian restaurants and public relations efforts can further bolster DoorDash’s presence.
Timing is also crucial. Aligning promotions with cultural and gastronomic events in Italy, such as holidays, festivals, and regional celebrations, can attract customers celebrating these occasions. Furthermore, DoorDash will also implement customer engagement strategies like loyalty programs and personalized offers to foster long-term relationships (Oncini et al., 2020).
Lastly, DoorDash will employ robust measurement and feedback mechanisms to evaluate the effectiveness of promotional campaigns and gather customer insights. By continuously monitoring and refining strategies based on data analytics and customer responses, DoorDash can navigate the Italian market successfully, respecting its cultural nuances and catering to consumer preferences.
Implementation and Budget
DoorDash seeks to enter the Italian market in the next 3 years. The following is the implementation plan will guide the company’s entry into the market:
Implementation Plan
Product Strategy: DoorDash will focus on menu expansion, forming restaurant partnerships, enhancing technology, and ensuring quality assurance.
Sub-Activities will include:
Menu Expansion: Identify popular Italian dishes and regional specialties to include on the platform.
Restaurant Partnerships: Establish partnerships with local restaurants, ensuring a diverse menu selection.
Technology Enhancements: Continuously improve the app and website for a user-friendly experience.
Quality Assurance: Implement quality control measures for food preparation and delivery.
Price Strategy: A pricing analysis will be conducted quarterly, and value-based pricing will be maintained. Discounts and promotions will be an ongoing activity.
Sub-Activities will include:
Pricing Analysis: Research local pricing trends in the food delivery market.
Value-Based Pricing: Set competitive and attractive prices while maintaining profitability.
Discounts and Promotions: Design promotional campaigns and loyalty programs.
Place Strategy: Market research will continue to guide decisions. The delivery fleet and restaurant network expansion will be a priority in the first year, followed by establishing pickup points and 3rd-party partnerships.
Sub-Activities will include:
Market Research: Identify high-demand areas and regions for expansion.
Delivery Fleet: Recruit and train delivery drivers or couriers.
Restaurant Network: Expand partnerships with local restaurants.
Pickup Points: Set up strategically located pickup points in major cities.
Third-Party Delivery Partnerships: Collaborate with third-party delivery services for broader coverage.
Promotion Strategy: Cultural sensitivity training will be ongoing, alongside online advertising, influencer collaborations, content creation, partnership initiatives, and public relations efforts.
Sub-Activities will include:
Cultural Sensitivity Training: Train marketing and PR teams on Italian culture and traditions.
Online Advertising: Develop and run online ad campaigns on social media and search engines.
Influencer Collaborations: Identify and partner with local food influencers.
Content Creation: Produce engaging blog posts and videos about Italian food culture.
Partnership Initiatives: Collaborate with restaurants for joint promotions.
Public Relations: Issue press releases and engage with media outlets.
Sub-Activities, Timeline, and Budget Allocation
References
Aiello, D., Barbara, L., Zampogna, S., Pujia, R., Malara, C., Cantile, T., & Ferrazzano, G. F. (2019). OSAS in developing age: Screening of a Southern Italy population. European Journal of Paediatric Dentistry, 20, 302.
FocusEconomics. (2023, August 7). Italy archives. FocusEconomics. https://www.focus economics.com/countries/italy/
IMF. (2019, March 7). Italy and the IMF. IMF. https://www.imf.org/en/Countries/ITA
Magazzino, C. (2018). GDP, energy consumption and financial development in Italy. International Journal of Energy Sector Management, 12(1), 28-43. https://www.emerald.com/insight/content/doi/10.1108/IJESM-01-2017-0004/full/html?
Moscatelli, S., Gamboni, M., Dernini, S., Capone, R., El Bilali, H., Bottalico, F., & Cardone, G. (2017). Exploring the socio-cultural sustainability of traditional and typical agro-food products: case study of Apulia Region, South-eastern Italy. Journal of Food and Nutrition
Newell, J. (2018). Parties and democracy in Italy. Routledge. https://doi.org/10.4324/9781315193519
Oncini, F., Bozzini, E., Forno, F., & Magnani, N. (2020). Towards food platforms? An analysis of online food provisioning services in Italy. Geoforum, 114, 172-180.
Zheng, P. An evaluation of the investment of the delivery industry in America a specific example for DoorDash.
International Marketing for Managers
International Marketing Plan
Additional Information
Executive Summary (10 marks): 1 page
Executive summary is an extended abstract of the report. It could be few paragraphs summarizing the contents under key broad headings of the assignment.
Introduction – Company and Country (5 marks): 1 page
Briefly focus on the company and the host country where the company wants to expand business. You can take contents on the company and the country from your Market Entry Assessment, but the content must be paraphrased properly.
Situation Analysis – Customer Analysis and STP (10 marks): 1.5 page
Discuss about the customers that your company is targeting in the host country. Apply your knowledge on segmentation bases, targeting and positioning strategies. Develop a customer profile that your company needs to work on.
Situation Analysis – Competitors’ strategies (10 marks): 1.5 page
Identify the key competitors (name at least one key competitor) in the host country and analyse its strategies relating to STP (segmentation targeting and positioning strategies) and 4P strategies (product, price, place, and promotion strategies). You need to curate competitor related information from weekly discussions on STP and 4P strategies.
Macro Environmental Analysis (5 marks): 1 page
Summarize the key information on economic, trade, socio-cultural, political, and legal environment of the host country from your Market Entry Assessment here. Please make sure that the contents are adequately paraphrased.
Advanced SWOT (2+4 = 6 marks): 1 page
List down key strengths, threats, opportunities, and threats in a matrix. Add a second matrix focusing on strengths to take advantage of the opportunities, weaknesses for which there are threats, opportunities which are hindered by internal weaknesses, and threats that can dealt with strengths.
Marketing Objectives (4 marks): 0.5 page
List down few (ideally 4 objectives ranging from 3 to 5) SMART marketing objectives that the company wants to achieve in the next three years (medium term).
Marketing Mix Strategies – Product (10 marks): 1 page
Discuss product and branding strategies that the company will adopt in the host country. Apply the most relevant topics on product and branding concepts, Maslow’s need hierarchy theory, strategic alternatives under global product planning. Please note that the company’s product and branding strategy is likely to be influenced by the entry strategy that you have selected in the Market Entry Assessment. If your entry strategy is exporting, then you need to suggest relevant product and branding issues to the local importer in order to ensure consistency in the home and host country.
Marketing Mix Strategies – Price (10 marks): 1 page
Briefly outline the key factors that will influence the company’s pricing strategy and what specific pricing strategy the company will adopt with adequate rationale. Also, apply other pricing related issues that we covered, if relevant. Please note that the company’s pricing strategy is likely to be influenced by the entry strategy that you have selected in the Market Entry Assessment. If your entry strategy is exporting, then you need to suggest relevant pricing issues to the local importer in order to ensure consistency in the home and host country.
Marketing Mix Strategies – Distribution (10 marks): 1 page
Discuss the types of distribution channel that the company will adopt in the host country with adequate rationale. Focus on the factors influencing the channel decisions. Please note that the company’s pricing strategy is likely to be influenced by the entry strategy that you have selected in the Market Entry Assessment. If your entry strategy is exporting, then you need to suggest relevant distribution issues to the local importer in order to ensure consistency in the home and host country.
Marketing Mix Strategies – Promotion (10 marks): 1 page
Focus on the factors that are relevant for the company context to decide about on the promotional strategy and media decisions. Specify the promotional mix and strategies – standardization vs adaptation that the company will adopt in the host country with adequate rationale. Please note that the company’s pricing strategy is likely to be influenced by the entry strategy that you have selected in the Market Entry Assessment. If your entry strategy is exporting, then you need to suggest relevant promotion issues to the local importer in order to ensure consistency in the home and host country.
Implementation and Budget (6 marks): 1 page
Describe how the company will implement the selected strategies (product, price, place and promotion) by specifying the sub-activities. Allocate a tentative timeline and budget for these sub-acidities and show these in a Table (if necessary, insert the table in the Appendix).
Communication and Reference (4 marks):
Ensure standard communication quality and follow a specific referencing style throughout the document.
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