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Contents
INTERNATIONAL AND GLOBAL MARKET............................................................................1

1. INTRODUCTION...................................................................................................................2

1.1 Sustainability at Heart.......................................................................................................2

2. Macro Environmental Analysis...............................................................................................3

2.1 Pastel Analysis of Italy..........................................................................................................3

2.2 political factors......................................................................................................................3

ALLIANCES & RELATIONS................................................................................................3

2.3 Economical Factors...............................................................................................................3

TOP INDUSTRIES.................................................................................................................4

2.3 Social Factors.........................................................................................................................4

2.4 Technological Factors............................................................................................................5

2.5 Legal Factors.........................................................................................................................5

2.6 Environmental Factors...........................................................................................................5

TOURISM...............................................................................................................................6

3. Micro Environmental Analysis................................................................................................6

3.1 SWOT Analysis of Italy............................................................................................................6

3.2 Strength..................................................................................................................................6

3.3 Weakness...............................................................................................................................7

3.4 Opportunities.........................................................................................................................7
 3.5 Thread....................................................................................................................................7

Conclusion...................................................................................................................................8

Referenences....................................................................................................................................9

1. INTRODUCTION
The purpose of this report is to introduce a well-known brand of United Kingdom “Taste and
Glory” into Italy to evaluate whether this market will be suitable for the company to broaden its
horizon. The portfolio will examine macro and micro environmental analysis to know the
external factors in expanding internationally. It will also highlight the risk and challenges
associated with expanding.

Kerry foods have recently changed its plant-based brand name from “Naked Glory” to “Taste
and Glory”. Taste & Glory, which debuted in 2019, has been repositioned as the largest
dedicated meat-free brand introduced in the previous two years, according to the firm. With six
various product varieties, including sausages, quarter pounders, and ready-to-eat Tender strips,
the company has generated an RSV of over £9.5 million since its launch. The new Taste & Glory
logo will be rolled out in retailers with on-pack labels suggesting a new design ahead of time.
Taste & Glory has launched a £1 million above-the-line campaign, it’s largest to date, to boost
awareness of the new logo and drive visitors into stores.

The marketing manager of Taste and Glory Alison Lees said, "Superior flavour will continue to
foster development in an increasingly busy meat-free industry." The brand with full confidence
has said that their meat-free product will deliver full taste and texture to the customer as it is the
main component of the product.

1.1 Sustainability at Heart

From the beginning, the goal was to make something that "looked like meat, tasted like meat,
and was the meatiest thing since meat." Many of Taste & Glory's creative items were well-
received, perhaps the infamous iconic tender strips, which came in a variety of forms and
were ideal for spicing up a meal. The firm operated in a sustainable manner, proudly stating
 that the manufacture of its goods has a lower environmental effect than meat alternatives.
The team was situated in a location that utilized 100 percent renewable power and produced
environmental sustainability, and they collaborated with local product manufacturers.

Perhaps, the taste and glory brand has got fame and good reviews on the product taste
especially their tinder strips due to which the company wanted to expand the business to Italy
and see whether it will be suitable for their business by doing marketing analysis of Italy.

2. Macro Environmental Analysis

2.1 Pastel Analysis of Italy
PESTEL analysis of Italy tries to investigate some of the current political, economic, social,
technical, environmental, and legal aspects affecting the country.

2.2 political factors

Government System

The head of the state and government of the Italy are Prime Minister and President. It is based on
unitary parliamentary democratic system.Three political parties dominate the country's political
system.. The Lega, the Democratic Party, and the Five Star Movement. Since the demise of the
fascist authoritarian dictatorship, the country has achieved great political development
(Shatskaya et al., 2016)

ALLIANCES & RELATIONS

According to Almeida, (2020) Italy is a member of and has partnerships with the OSCE, EEC,
WTO, OECD, UN, G7, EU, and NATO. On the other hand, the government has maintained
positive connections with different countries throughout the world. 

Challenges

After WWII, the country achieved significant development. However, issues like as
disagreements over election commitments, the government partners and other party’s rivalry, and
political instability has been faced by the country (Lucia et al., 2019).
2.3 Economical Factors
GDP

Italy is one of the world's most developed economies. The nominal GDP is expected to reach
2.001 trillion dollars in 2020, made it seventh largest in the world. The country's per capita
income was $33,159, putting it in 25th place in the world. It's noteworthy, though, that the
administration and Brussels have a tense relationship over the country's problematic budget.
(Achinas ET AL., 2019)

Imports and Exports

Italy is a merited world's greatest exporter. Valves, vehicle new parts, petrol, autos, and clinical
things are among the nation's top products. These items are exported to Spain, the United
Kingdom, the United States, France, and Germany. However, most imported products are
petroleum, cars, and vehicle parts (Shatskaya et al., 2017).

TOP INDUSTRIES

According to BONACINA, (2021) the country having the most manufacturers in Europe is Italy.
Manufacturers include both small family-run companies and large conglomerates. Trade, service,
farming, construction, and tourism are her main industries. The country, however, has a serious
problem: indigenous raw materials shortage. The country is left with no other choice except to
import it from other countries.

2.3 Social Factors

Culture and Trends

According to Schlegelmilch et al., (2022) the Italy society people value the participation of
women’s in politics, education and other life sectors. Young people like making proper use of
public parks, markets, nightclubs, restaurants, theaters, cafés, and bars to meet up with friends
and loved ones. However, it's important noting that many Africans and Asians in the country
have faced racial persecution. Most notably, many tourists have expressed dissatisfaction with
Italian customer service

Demographic
In excess of 60 million individuals is the total population of Italy. The typical expectancy of life
of for people is 81 and 86 years. The nation's primary religion is Christianity, with lesser
religions including atheism, Islam, and Buddhism. Over 60% of Italy's population is over 40
years old, posing a huge concern with the country's ageing population. The older have been hit
especially hard by the Coronavirus scourge. Hate violence, organised crime on the rise, and
unemployment are just a few of the key concerns. (Lucia et al., 2019).

2.4 Technological Factors

Tech Growth

According to Casprini et al., (2020) one of the four biggest innovatively created nations of
Europe is Italy. For the past couple of years, it has made exponential technical growth.
According to calculations, there are around 105,000 IT businesses may be found in a variety of
locations around the country. Distributed computing and mechanical technology are two of the
most notable and rapidly expanding regions in the country.

Internet and Tech Issues

Innovation organizations are emptying a huge number of dollars into the nation's innovative
work divisions. There is a rapid increase in useage of the internet.  Slow technological growth, a
dearth of technical training institutes, and a poor intent link, however, are impeding the country's
progress. (Schlegelmilchet al., 2022).

2.5 Legal Factors

Regulations

To energize FDI and speculation, the Italian government has offered tax reductions, cash
sponsorships, and financed credits. Unfamiliar organizations might find it difficult to set up a
good foundation for themselves in Italy. Workers, then again, have legitimate privileges to
severance pay, maternity leave, debilitated leave, time off, and different advantages. (Lucia et al.,
2019)

2.6 Environmental Factors

Challenges
Italy has achieved great technological and economic progress. Flooding, erosion, excessive
packaging, depletion of essential resources, water pollution, climate change, garbage disposal,
and carbon emissions are all challenges that are now being addressed. (Casprini et al., 2020).

TOURISM

Italy is home to some of the most beautiful and spectacular scenery on the planet. Milan,
Tuscany, the Vatican, Venice, Florence, and Rome have stunning architecture. The country's
other spectacular assets include the Mediterranean coast, Renaissance architecture, artistic
constructions, world heritage sites, churches, and scenic countryside. They boost her country's
tourism industry.

We have concluded that Italy is the world's leading developed country after a thorough
assessment of Italy's pestle analysis. A rising crime rate, environmental difficulties, and a decline
in technical growth are among the country's major challenges. Italy should deal with them now,
before they cause any more harm (Raad., 2019).

3. Micro Environmental Analysis

3.1 SWOT Analysis of Italy

According to Gurl, (2017SWOT investigation which represents (Strength, weakness,
opportunites, and threads) is a utilization for surveying and executing vital techniques for an
organization's cutthroat position A SWOT examination thinks about both internal and external
factors, as well as current and future prospects.

3.2 Strength
According to Shatskaya, & Esaulova, (2017) In terms of business, Italy enjoys a distinct edge.
The duties imposed by Italy on agricultural items imported into the nation are not exceptionally
large. Furthermore, the business there does not require government subsidies. The Italian
government has recently aided in the construction of new facilities, and the steel sector has
benefited. As a result, Italy is extremely affluent, and it is also involved in developing-country
investment. The location of Italy is the center of Mediterranean Sea's, which provides
enterprises with a strategic entrance to customers throughout the European Union, Northern
Africa, and the Middle East. It is additionally a significant intersection for southern, focal, and
eastern Europe. Italy's organizations have obligation free admittance to north of 50 million
purchasers in more than 30 public business sectors inside the European Economic Area.

Europe's second-largest industrial country is Italy.  Italy's products are still renowned for their
superior quality and design. Machine tools, fashion, food, automotive, and pharmaceuticals are
just a few of the areas where investors may tap into a diverse reservoir of experience. Companies
may also access a huge network of intermediary suppliers in a range of industries, such as
manufacturing, metals, chemicals, plastics, paper, ceramics, textiles, and the maritime industry.
(Bentivoglio., 2019).

3.3 Weakness
According to Forleo, & Palmieri, (2019) Italy's educational institutions aren't the best. In
addition, various rules in Italy limit the operations of new enterprises. Taxes on basic necessities
are greater than normal, and case resolution takes a long time. Importing goods/services is
subject to numerous restrictions while dealing. Importing or bringing in big containers of
products, known as shipping containers, also costs a lot of money. The country's unemployment
rate is likewise rather high. The unemployment rate is now around 12%, and the bulk of the
younger inhabitants are unemployed.

3.4 Opportunities
The expansion of the tourist sector is one of Italy's potential. This is due to the limited quantity
of land accessible. For economic reasons, new properties can also be established. Furthermore,
its enormous natural resources benefit not only the manufacturing industry but the whole
economy. In addition, Italy's pristine environment and enjoyable lifestyle make it an ideal
destination for the elderly (Falcone, 2019)

3.5 Thread
Unemployment is a key problem for Italy; if it continues to rise, a major recession can be
triggered, and unemployment rate can reach up to 12.5% does not bode well. Then there's Italy,
which appears to be drifting toward euroskepticism, or the concept of exiting the EU. This might
result in a drop in commerce, as well as the elimination of certain beneficial EU government
programmes, which would have an impact on Italy's government there is also rise in poverty in
the country. Furthermore, water is in low supply in southern Italy, which might lead to bad
health among residents as a result of the scarcity. (Bencivenga et al., 2017).

After evaluating the whole Italy market analysis, investors may find Italy attractive since it is a
key economic power in Europe. It has the eighth-biggest economy around the world, the third-
biggest in the European Union, and the 20th biggest market in the United States. It is currently
rebounding from the global economic downturn and continues to grow year after year. (Almeida,
2020). The introduction of a totally new brand internationally like “Taste and Glory” meatless
products will be very challenging for the industry. Italy actually performs beneath the EU normal
for carrying on with work is basic. Beginning a business in Italy takes less time, yet it costs more
than the EU normal. A full budget planning and strategies for attracting customers will be
required by the team although Italians are into the food, they are also very selective and taste
specific. Other than that, Political intervention continues to wreak havoc on the Italian economy.
Individual connections are a fundamental component of conducting business in that country, so
tracking down the right nearby specialist, wholesaler, or colleague is crucial. Because developing
crucial relationships, building a market presence, and being ready for business might take two to
three times longer than you expect, the firm must devote a significant amount of time to
planning.

Conclusion
In the nutshell taking the Taste and Glory brand to an international market like Italy will be very
challenging for the industry although Italy is a very attractive market by its tourist rate and
growth, it is showing year after year. However, the investments and building connections in Italy
will cost double the industry’s initial plan.
 Referenences

Achinas, S., Horjus, J., Achinas, V., & Euverink, G. J. W. (2019). A PESTLE analysis of
biofuels energy industry in Europe. Sustainability, 11(21), 5981.

Almeida, M. M. L. V. M. D. (2020). Banco BiG-international expansion to Italy (Doctoral

dissertation).

Bencivenga, A., De Filippo, M., Chiarullo, L., & Colangelo, D. (2017). A sustainable strategy of
redistribution of the tourist flows in Basilicata region, in south Italy. Coastal tourism as a
development factor for the natural parks. International Journal of Professional Business Review:
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Bentivoglio, D., Bucci, G., & Finco, A. (2019). FARMERS'GENERAL IMAGE AND
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Casprini, E., & Pucci, T. (2020). Business models, strategies and innovation of companies that
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Falcone, P. M. (2019). Tourism-based circular economy in Salento (South Italy): A SWOT-ANP

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Forleo, M. B., & Palmieri, N. (2019). The potential for developing educational farms: a SWOT
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