Introduction The world is getting very competitive. Firms are struggling to manage this competition by coming up with various strategies that would make them gain competitive advantage over other market competitors. Internalization is one of the key pillars that firms are currently keen to establish in an increasingly competitive market. This is what The United Kitchen Provider has been keen on in the last few years. This firm has managed to dominate the Italian market in its kitchen products. The management has realized that the market is getting very competitive and relying on single products may prove futile if that line of products is attacked. The world market is increasingly getting competitive. Different firms are coming into the market with products that are already existing, causing saturation of products in the market (Lymbersky 48). The Italian market is a free market where foreign firms have the liberty to enter the market and leave at will. This means that The United Kitchen Provider is open to international competitors in this market. Going global is one of the strategies that The United Kitchen Provider management has been keen especially in the European, American, and part of Asian markets. In the global market, there are a number of challenges that this firm feces, some of which it did not face in the local market. Coming up with a proper strategy in the global market is the best way through which this firm can maintain its market share and profitability in the market (Tielmann 3). This research focuses on evaluating the internationalization and market entry strategy of The United Kitchen Provider with the aim of coming up with recommendations to the board of directors of this firm. Internationalization One of the main pillars of The United Kitchen Provider is internalization and distribution. This firm has come to realize the importance of going global. Although it has managed to acquire large markets in Asia and African markets, this firm is yet to capture the Middle East and African markets (Benjamin 96). It is important for this firm to come up with proper approaches that it plans to use in the Middle East and African markets and other markets globally. In these new host countries, it is important that the firm devises a competitive advantage which would make it strong enough to compete against other competitors in this market. According to Schorsch (47), this firm will be faced with new challenges both in its micro and macro environment. Operating in a new environment comes with a number of challenges. The environmental factors in the Malaysian markets are different from those in the Italian market. When operating in the Malaysian market, United Kitchen Provider must realize that a strategy that might have been useful in the Italian market may not apply. For this reason, there would be a need to devise new strategies that are unique to the Malaysian markets. The first approach that this firm should use in this market is awareness campaign in this new region. The products should be known in this new market. This firm should develop an awareness campaign similar to that when it is commercializing a new product in the market. The firm should organize an awareness campaign both for its brand, and for its individual products to run hand in hand. Market Entry Strategy The United Kitchen Provider has increased its coverage to include several Asia nations, beside