Question

View "The Global Environment for Marketing." As the marketer for Create Cookbooks, you have been tasked to expand the target market from a local to global presence. Currently, the company cookbooks have sold well at local bookstores, kitchen stores, and community college campuses. Describe a strategy that would enable your company to successfully market the product to an international audience.

Answer 1

As a marketer for Create Cookbooks having the book start locally and nationally is a great start in getting their name out there and expanding their business. Tackling the international market is a challenge all on its own, there’s a couple of strategies that come to mind for making this successful.

Option 1: get the cookbook into the hands of a social media influencer who likes to cook, like Chrissy Teigen, just on Instagram she has 30.7 million followers. She is always posting new content multiple times a day, but she also loves to cook and often posts about recipes she likes to cook for her family. She has such a large social media platform that reaches all across the world.

Option 2: still with social media in mind, get the book on Tik Tok, and go viral. Tik Tok is the newest social media platform that the average user spends 52 minutes per day on Tik Tok and is opening the app minimum 4-5 times in a day. Social media is going to be the quickest and the best way to get the cookbook to the international market audiences. Even though some international countries are still weary on purchasing items online, having the reassurance from an influencer who has the international following could help ease the weariness.