In any case, branding is a key activity within the international market, securing the performance of firms, which face a strong competition, but also increasing the profitability of firms that are already well established in their market, as in the case of Kei Wah bakery, a well-known brand in the bakery industry of Hong Kong.
On the other hand, culture can highly affect the performance of a product within a particular market. More specifically, products that are commonly consumed in the host country are more likely to be welcomed compared to products, which are in opposition with the local culture. In the last case, the entrance of these products in the host country is expected to face a strong resistance (Kumar 2009). Therefore, the cultural dimensions of a marketing project should be carefully reviewed before attempting the introduction of a product in a new market.
The promotion of brands worldwide is often based on the following rule: the benefits expected from the foreign market need to overweigh the cost of the relevant project. Kei Wah bakery is a successful brand in the bakery industry of Hong Kong. The expansion of the brand in a new market is considered as a key solution for the stabilization of its performance: by increasing its customer base the brand could face the market turbulences and improve its position towards its rivals. The criteria under which the entrance of the brand in the UK market would be successful are reviewed in this paper. The plan involved is presented explaining the reasons for which specific strategies have been preferred for establishing the brand in the UK market. All aspects of the relevant project are presented, as possible, and evaluated taking into consideration the following fact: the prospects of the UK market in regard to products of this type, i.e. bakery products, are high; however, because of the high competition in the specific industry, as