This report explores the international growth potential of a UK-based consumer goods company within the dynamic and highly competitive healthy snacking sector. With shifting consumer preferences towards wellness, sustainability, and digital convenience, the study investigates how a proven direct-to-consumer business model can be adapted for international markets.
Drawing on established strategic frameworks, including VRIO, PESTEL, Porter’s Five Forces, and SWOT, the analysis provides a holistic evaluation of internal capabilities and external opportunities. The report examines key drivers of competitiveness such as brand positioning, digital innovation, consumer behaviour, and regulatory environments, while identifying both risks and advantages that shape internationalisation decisions.
The study also outlines a structured approach to country selection, market entry planning, and the adaptation of marketing strategies to new cultural and economic contexts. Special emphasis is placed on segmentation, targeting, and positioning, as well as the role of sustainability and digital integration in building long-term brand equity.
By combining theoretical insights with practical recommendations, the report delivers a comprehensive guide for businesses seeking to expand internationally while maintaining brand integrity and consumer relevance. Readers will gain valuable perspectives on how to assess new markets, design tailored entry strategies, and build a scalable framework for global growth.
Table of Contents
- 1 Executive Summary
- 2 Introduction
- 3 Internal Analysis
- 3.1 Graze
- 3.2 VRIO Analysis
- 4 External Analysis
- 4.1 PESTEL Analysis
- 4.2 Porter's Five Forces
- 5 Country Selection and Strategy Formation
- 5.1 Keegan's Matrix
- 5.2 SWOT Analysis
- 6 Strategic Market Entry Plan for the Netherlands
- 6.1 Strategic Objectives and Positioning
- 6.2 Market Entry Mode
- 6.3 Segmentation, Targeting and Positioning
- 6.4 Cultural Adaption and Strategic Implications
- 6.5 International Marketing Mix Strategy
- 7 Monitoring, Evaluation and Control
- 8 Conclusion and Strategic Recommendations
- References
- Appendices
Objective & Thematic Focus
This report aims to develop an evidence-based, actionable strategic global marketing plan for Graze, a UK-based consumer goods company, for its international expansion into the Netherlands. The primary goal is to support Graze's international growth while upholding its core values of health, innovation, and ethical responsibility, specifically by identifying the most attractive market and formulating a comprehensive entry strategy.
- Analysis of internal capabilities (VRIO framework) and external market factors (PESTEL, Porter's Five Forces).
- Selection of the most suitable market for international expansion (Keegan's Matrix).
- Definition of strategic objectives and positioning for market entry (SMART objectives, Ansoff Matrix, Porter's Generic Strategies).
- Formulation of a comprehensive international marketing mix strategy (7Ps model) tailored to the Dutch market.
- Development of monitoring, evaluation, and control mechanisms (Balanced Scorecard) to ensure strategic effectiveness.
- Cultural adaptation and strategic implications for branding, communication, and operations.
Excerpt from the Book
6.2 Market Entry Mode
Once objects and positioning are decided, a market entry strategy must be developed. Selecting the right strategy is vital for balancing commitment, control and risk, influencing customer experience and reputation. For Graze, the best entry mode is a wholly owned subsidiary. This gives full control over branding, data, operations and the customer experience, which is crucial for a digital, personalised DTC business. Its innovative, tech-driven business model relies on tight integration, which would be difficult with joint ventures or partnerships. Maintaining brand coherence and control over customer data is essential for product quality and trust.
The Netherlands presents an attractive market with its transparent and stable regulatory framework, coupled with a high level of digital adoption and well-developed logistics infrastructure, which lower the barriers to entry for foreign digital businesses (ITA 2025). Furthermore, the trade agreement with the EU simplifies compliance and operations post-Brexit. However, Graze must ensure full GDPR (2025) compliance, particularly in handling sensitive customer data for personalised offers and analytics. Operational risks include adapting logistics, customer service, and marketing communications for local expectations and cultural relevance. These challenges can be mitigated by hiring local experts in marketing, operations, and customer service to ensure responsiveness to consumer needs and smooth market adaptation.
In addition to the DTC model, Graze may consider selective partnerships with Dutch retailers, such as supermarkets, to increase brand visibility and accessibility. Selling through retail introduces additional operational complexities, including distribution and shelf management, which could reduce some control compared to DTC. However, a multi-channel approach can complement online sales by reaching consumers who prefer in-store purchases, broadening market penetration.
While joint ventures or strategic partnerships might reduce initial risk and provide local insights, they could compromise brand control and data security, weakening Graze's competitive advantage. Although a wholly owned subsidiary demands higher investment,
Chapter Summaries
Executive Summary: This chapter provides an overview of Graze's strategic plan for international expansion into the Netherlands, highlighting the rationale for market selection and the proposed strategy focusing on DTC, digital marketing, and retail partnerships.
Introduction: This section introduces the report's purpose, which is to outline a strategic global marketing plan for Graze's expansion into international markets, particularly focusing on the Netherlands as the target.
Internal Analysis: This chapter analyzes Graze's core competencies, strategic priorities, and operational strengths using the VRIO framework to understand internal capabilities relevant for international expansion decisions.
External Analysis: This section conducts a PESTEL analysis and Porter's Five Forces model to assess three potential expansion markets (Netherlands, Ireland, Canada), identifying macro-environmental factors and competitive intensity.
Country Selection and Strategy Formation: This chapter utilizes Keegan's Matrix and SWOT analysis to evaluate and compare potential markets, ultimately identifying the Netherlands as the most attractive market for Graze's expansion.
Strategic Market Entry Plan for the Netherlands: This chapter outlines the specific strategic objectives, positioning, market entry mode, segmentation, targeting, cultural adaptation, and international marketing mix strategy for Graze in the Netherlands.
Monitoring, Evaluation and Control: This section details the mechanisms, such as the Balanced Scorecard, for tracking performance, responding to market feedback, and ensuring the agility and effectiveness of Graze's market entry strategy.
Conclusion and Strategic Recommendations: This final chapter summarizes the comprehensive market entry plan for Graze in the Netherlands, reiterating the key strengths, strategic recommendations, and the chosen market entry mode for sustained international growth.
Keywords
Graze, Market Expansion, Netherlands, Strategic Global Marketing, DTC Model, Healthy Snacking, PESTEL Analysis, Porter's Five Forces, VRIO Analysis, SWOT Analysis, Keegan's Matrix, Ansoff Matrix, 7Ps Marketing Mix, Balanced Scorecard, Cultural Adaptation, Subscription Model, Sustainability.
Frequently Asked Questions
What is this work fundamentally about?
This work is fundamentally about developing a strategic global marketing plan for Graze, a UK-based consumer goods company, to expand its operations into the Netherlands, identifying the most suitable market and outlining a detailed entry strategy.
What are the central thematic fields?
The central thematic fields include international business strategy, market analysis (internal and external), competitive analysis, cultural adaptation, marketing mix development, and performance monitoring in the context of global expansion for a consumer goods brand.
What is the primary objective or research question?
The primary objective is to deliver an evidence-based, actionable strategy that supports Graze's international growth in the Netherlands while upholding its core values of health, innovation, and ethical responsibility.
Which scientific method is used?
The work employs a multi-faceted strategic analysis methodology, including frameworks like VRIO, PESTEL, Porter's Five Forces, Keegan's Matrix, SWOT, Ansoff Matrix, Porter's Generic Strategies, the 7Ps marketing mix model, and the Balanced Scorecard for planning and control.
What is covered in the main part?
The main part covers a detailed internal analysis of Graze, an external analysis of potential markets (Netherlands, Ireland, Canada), the country selection process, and the formulation of a comprehensive strategic market entry plan for the Netherlands, including objectives, positioning, market entry mode, and marketing mix.
Which keywords characterize the work?
The work is characterized by keywords such as Graze, Market Expansion, Netherlands, Strategic Global Marketing, DTC Model, Healthy Snacking, PESTEL Analysis, Porter's Five Forces, VRIO Analysis, SWOT Analysis, and Cultural Adaptation.
Why was the Netherlands chosen as the primary market for expansion?
The Netherlands was chosen due to its cultural proximity to the UK, high digital adoption rates, rising demand for health-focused products, strong economic conditions, and a regulatory environment that aligns well with Graze's values and DTC model, as supported by Keegan's Matrix and PESTEL analysis.
What is Graze's recommended market entry mode for the Netherlands?
Graze's recommended market entry mode for the Netherlands is a wholly owned subsidiary, which provides full control over branding, data, operations, and customer experience, crucial for its digital, personalized DTC business model. This approach can be complemented by selective retail partnerships.
How does Graze plan to adapt its marketing mix for the Dutch market?
Graze plans to adapt its marketing mix by standardizing its healthy, personalized product core but localizing packaging language, compliance certifications (e.g., Nutri-Score), and potentially flavors. Pricing will maintain a value-based strategy with potential flexibility for subscriptions. Place will be a hybrid DTC and selective retail model. Promotion will adapt to Dutch cultural norms, focusing on clarity, transparency, health benefits, and sustainability through digital campaigns and local influencers.
What role do sustainability and ethical responsibility play in Graze's strategy?
Sustainability and ethical responsibility are core values for Graze, embedded in its mission and operations. The company aims for carbon neutrality, uses renewable electricity, and focuses on recyclable packaging. These initiatives are emphasized in the market entry strategy, as they resonate strongly with health-conscious and eco-aware Dutch consumers, contributing to brand relevance and competitive advantage.
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- Jule Prescher (Autor:in), 2025, Developing a market expansion strategy of a UK based consumer goods company, München, GRIN Verlag, https://www.grin.com/document/1612306
