Expanding Graze: Evaluating European Markets for International Growth

Introduction Of The International Marketing Assignment

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The Graze has followed a business model which is mainly straightforward and involves a letter box size four-portion healthy snack box. These boxes are customized by the preference of the customer. In 2008, The Company graze are founded by a group of friends to change the habit of snacking of people and make a healthier option for snacks. This company mainly sell snacks. The other options available in this company are deep-fired but made with all-purpose flour. In the initial stage, they targeted the office working people. After that, they are popular among homemakers and children (Moreno et al., 2019). This company is now under the UK-based company Unilever and have more than 5000 stores with high online sale. Snack is the most popular item among people. With the features of a healthy snack, Graze is quickly recognized by people. Before taking over by Unilever the company was recognized by the people as Carlyle. Now the company Graze want to expand their business in the European market.

Identifying Criteria

A corporation must meet certain requirements to join a nation. A few significant standards are listed. No business can develop without knowledge about the country's standard of living, political stability, and economic growth. A firm might expand due to factors including market size, competitors, and product demand. Whether or not a nation's citizens can afford a product depends on the standard of living there. No corporation can develop without the economic and political stability of a nation. Economic growth has a very positive effect on business; the company is likely to attract more customers, increase profitability, and have excellent growth and expansion opportunities. Economic expansion has a very positive effect on business; the company is likely to receive.

Austria: Austria is among the top 14 richest firms in the world in terms of GDP. The tax rates are reasonable and the government offers financial incentives to new businesses (Tischler, and Stöckl, ND). Austrians have the highest purchasing power in all of Europe and are one of the most visited destinations worldwide.

Denmark: The World Bank's "Ease of Doing Business" report places Denmark at the top of the list. Foreign nationals are allowed to own Danish holding companies in Denmark without requiring Danish residency. The country has few or no restrictions on conducting business of any kind, which is one of the country's political and legal advantages (Berg et al., 2018). Additionally, within the next 30 years, it wants to be completely independent of fossil fuels. For businesses with sustainable business models, Denmark is the perfect location.

Sweden: The "start-up nation" moniker belongs to Sweden. The nation has cutting-edge businesses in technology. The government supports innovation and a generally advanced business climate. The issue is made more challenging by the high cost of living and personal taxes (Mattsson et ., 2020). The process is a little complicated because local trade unions have their own unique set of agreements. The situation is made more difficult by the harsh winters and reduced daylight hours.

Germany: Germany is one of the most stable nations in the world for business. With a population of 82.4 million, it is a significant consumer market. The location of Germany in the middle of the European market makes travel very simple. However, businesses must adhere to German officials' regulations.

Switzerland: The nation has excellent budgetary discipline, a stable economy, and cutting-edge technology. It may have a few drawbacks, but it is not a part of the EU, and its human resources are expensive to use.

Belgium: As the UK's fourth-largest trading partner, Belgium experienced only minor difficulties after Brexit. Additionally, the law is set up so that businesses are protected in the area they are listed for. In comparison, the business tax is higher.

France: France has a developed economy, a robust infrastructure, and cutting-edge technology. With nearly 86 million visitors annually, tourism contributes 10% of the country's GDP. But starting a new business is challenging for those who are not EU citizens (Scuotto et al., 2021). The lawsuits are intricate and lengthy. People's limited knowledge of English creates a barrier.

The Netherlands: In the Netherlands, the number of drawbacks outweighs the number of benefits. A few supportive factors include the environment, communication, and climate. However, factors such as government regulations, legal requirements, a small market, etc., all pose significant challenges.

Criteria Table

CRITERIA	ABOUT	JUSTIFICATION
Social Factors	This helps to know the customer’s habits and their way of spending.	Social factor helps to know about their target market and their lifestyle which will help to know how to develop the products so that the people can be interested in their business.
Economic stability	Helps to know the sustainable growth of prices. Increase profitability.	With the help of economic growth, a company or business can get more customers and can increase its profitability.
Market size	To know the amount of customer	Income capacity and population.
CRITERIA	ABOUT	JUSTIFICATION
Competitor	The same type of company that makes the same products.	It helps to know the trends going on in the same market. This also gives the company a vision of what to expect.
Demand And acceptance	This is a principle of economics which refer to customer purchasing a good.	Helps to know the market, and also helps the company to decide whether to enter the market or not.
Political Stability	Flexible and adaptable change in a short time.	To engage in a new market and gain finance from the market, political stability makes a bigger impact on a business.

Apply Table To 8 Countries

Country Criteria	Social Factor	Economic stability	Market Size	Competitors	Demands	Political stability and law
Austria	1. The quality of life is high. 2. The power of purchasing is high	According to 2019, the score of economic is 73.8 and revenue is 49% of GDP.	$158 billion	Birch Box	High 140tonnes/ 2020	Stable And Co-operative
Sweden	1. The quality of life is high. 2. The power of purchase is high 3. The tax rate is high	According to the 2022 global index, it scores 11th. The economic score is 77.9.	154.6 billion	Kindsnakes.com	250/ tons (2020)	Stable and complex
Belgium	1. High standard of life 2. Huge skilled workforce.	Economically stable. High tax rate.	464 billion	Kindsnakes.com	889/ tons	Post-Brexit unstable and does not provide security
Denmark	High purchase capacity No resident ship	The business maintains environmental sustainability And the economy is stable.	$1.39billion 2021	Kindsnacks.com	268 tons	Stable and favourable
France	Crime rate high. Require citizenship for business The people do not speak English.	Stable economy. Even depends on tourists.	GDP of more than $2.6 trillion in 2020	Kindsnacks.com	631 tons	Unstable and complex
Switzerland	Expensive lifestyle Labour cost is very high	The strongest back sector is a Swiss bank.	$18.16 billion in revenue in 2022	Kindsnacks.com	61 tons	Unstable and normal
The Netherlands	The moderate standard of living	Not strong	Depends on the domestic people	Kindsnancks.com	US$1.05bn in 2022	Unstable and complex
Germany	The standard of living is high, and has a high purchasing power	One of the strongest economies.	USD 1.3 trillion	Kindsnacks.Com	250 tons	stable and complex

Methodology

Euromonitor takes provided all figures. Constructed on the study of the research, a distinctive grading organisation has been twisted. The range from 1 to 10, with 10 being the maximum and 1 being the lowermost. On each of the six categories, each nation will accept a score among 1 and 10. The nation with the greatest number of points will be recognised as an acceptable market for the release of "Graze."

Scoring Table 8 Countries

Country Criteria	Social factor	Economic stability	Market size	Competitors	Demands	Political stability and laws	Total
Austria	9	8	3	6	3	8	37
Sweden	9	4	4	5	5	6	33
Belgium	9	6	7	7	2	7	38
Denmark	9	8	6	7	8	8	46
France	7	8	7	7	7	6	42
Switzerland	6	3	3	8	1	8	29
The Netherlands	7	4	4	5	5	6	33
Germany	9	9	7	7	7	8	47

Top 4 Countries

Country	Points	Place
Germany	47	1st
Denmark	46	2nd
France	42	3rd
Belgium	38	4th

Germany and Denmark make the highest point. Belgium and France made huge scores because of their political and economic stability and market size.

Top 2 Countries

Germany

Advantage	Disadvantage
· After Italy and Spain, the third-largest market for meal kits is China. · Several suppliers of organic goods. · Strong demand for foods grown nearby.	· a lot of options; · fierce competition.

Advantage	Disadvantage
· Numerous sources of organic goods · High demand for food and good transportation	· numerous options · many rivalries · law and regulation are biased.

Conclusion

The International Marketing Management of Graze is the focus of the presentation. The criteria are also briefly described for all 8 European nations. Starting a new firm requires the citizenship of some country, or the company itself needs EU citizenship. Otherwise, expanding in this nation is simple. It is simple for Graze to obtain human assistance from these nations because they have a large pool of human resources. Every country has a different geography that affects transportation. With this transit line, Graze can conveniently obtain its raw materials. Starting a business in any nation also requires political stability. However, it is challenging for international businesses to grow in European nations due to local union legislation and their intricate rules and regulations. Additionally, after Brexit, challenges have grown, particularly for businesses with UK headquarters. The report's thorough analysis leads it to the conclusion that Germany and Denmark's offer Graze the right conditions for business growth. Denmark and Germany are the best places for Graze to grow among the nations. This shows that Germany is better for Graze to expand its market.

References

Moreno, M., Court, R., Wright, M. and Charnley, F., 2019. Opportunities for redistributed manufacturing and digital intelligence as enablers of a circular economy. International Journal of Sustainable Engineering, 12(2), pp.77-94.

Tischler, S. and Stöckl, A.F., Marketing destinations through wine tourism: Using the example of developing wine tourism in Austria. In Routledge Handbook of Wine Tourism (pp. 331-346). Routledge

Berg, N., Holtbrügge, D., Egri, C.P., Furrer, O., Sinding, K. and Dögl, C., 2018. Stakeholder pressures, CSR practices, and business outcomes in Denmark, Germany and the Netherlands. European Journal of International Management, 12(4), pp.472-500.

Mattsson, K.T. and Cassel, S.H., 2020. Immigrant entrepreneurs and potentials for path creating tourism development in rural Sweden. Tourism Planning & Development, 17(4), pp.384-403.

Scuotto, V., Nespoli, C., Palladino, R. and Safraou, I., 2021. Building dynamic capabilities for international marketing knowledge management. International Marketing Review.

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