Case study 01 · Global markets
International Marketing Strategy
The Cheesecake Factory Bakery
Overview
From market insight to international sales execution.
During Summer 2025, I had an amazing first experience at The Cheesecake Factory Bakery, where I supported international sales, marketing, and business development initiatives connected to global expansion. That first summer gave me the opportunity to build a strong foundation in market research, competitive analysis, product and pricing strategy, and early digital brand planning.
I am now currently working with the team again during Summer 2026, building on what I learned and developed last summer. This time, my role is expanding further into the commercial side of the business, including sales support, customer communication, market-facing materials, and collaboration across different departments.
This project highlights the evolution of my experience from analyzing global market opportunities to understanding how international strategy connects with customer conversations, sales execution, and cross-functional business operations.
Certain details have been omitted or adapted due to confidentiality. Frameworks shown are conceptual and exclude internal data, exact pricing, unreleased strategy, customer-specific information, and region-specific commercial details.
Chapter 01 · Understand
Market and Competitive Research
Finding the opportunity inside the complexity
I conducted market and competitor research across multiple international regions to identify positioning opportunities, pricing differences, and market gaps that informed strategic recommendations for global expansion.
The anonymized matrix shows the type of positioning logic used without disclosing brands, markets, or internal commercial information.
Outcome: Identified positioning gaps and informed expansion choices across priority regions.
Chapter 02 · Shape
Product and Pricing Strategy
Connecting format, value, and market expectations
Pricing strategy varied by product format, requiring a balance between premium positioning and perceived value across international markets. Product size and format insights informed portfolio structuring and scalable global pricing alignment.
The framework communicates the strategic relationship between formats without revealing exact product specifications or prices.
Outcome: Supported portfolio planning and pricing alignment across international formats.
Chapter 03 · Communicate
International Go-To-Market & LinkedIn Strategy
Building credibility before asking for attention
Digital channels were evaluated as key touchpoints for building brand credibility and awareness across international markets. I developed strategic concepts and content frameworks to explore how LinkedIn could support long-term brand positioning and market entry objectives.
Execution was outside the project timeline, but the work established a strategic foundation for future digital activation.
Outcome: Defined a scalable digital content framework to support long-term brand positioning.
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