export a product marketing international
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INTERNATIONAL MARKETINGEXPORT OF A PRODUCT: IMAGIMOB
Lorenz DevillersMargaux LeclèreAmandine Sizaire
2ème Marketing AMr. Hontoir
Academic year 2013-2014
Table of contents A small analysis of the coveted market: Germany
SWOT analysis
STP Alfred Sloan approach
The prism effect on the national mix-marketing
4P
Conclusion
About Germany Cultural and social
Germany in a few words Furniture in Germany Purchasing criteria for piece of furniture of Germans consumer
Design Materials Technologic
About Germany Cultural and social
Most important points to develop to export in Germany Technical innovation Creation and design Marketing Commercialization Service
Legal The legal part is the same as it is for the Belgian market because
all the laws are European laws.
About Germany Economic
Increasing competition in all market segments No more a valuable inheritance but rather a decorative object Competition from countries with low-cost labour (Asia and Eastern
Europe). Degrading financial performances
Margins are highly subject to fluctuations in the price of raw materials (wood, metal, etc.)
Increasing pressure on prices Very powerful distributors => bargaining power crumble
Less expenses expected for Germany and Italy Period 2010-2020 Ageing of the population
About Germany Economic
Exports
About Germany Economic
Imports
SWOT analysis Strengths
Ecological: product can be used again for an another furniture
“Made in Belgium” because Belgium respects the salary rights of workers
Multi-purpose furniture Material: wood components Solidity Flexible according to the taste
and the imagination of the consumer
Possibility to buy online
Weaknesses High price compared to
competitors Our Belgian target: 25 to 35
years >< main consumers of furniture in Germany are 30 to 64 years
Cognitive product with high implication
SWOT analysis Opportunities
Technological Innovation Price-quality ratio is important in
Germany Price competitiveness doesn’t
have importance in Germany Furniture is considered like a
decorative object and no more like an inheritance.
Increasing of export to Switzerland Germans are large spender for
furniture
Threats
The brand confidence is important and we are not know on the German market
Intensification of competitors in all market segments
Competition from low-wage countries (Asia and Eastern Europe)
Increase of raw materials price Distributors are more and more
powerful => bargaining power is going down for manufacturers
STP - Sloan approach Segmentation
Age (-18 ; 18-25 ; 26-35 ; 36-45 ; 46+) Size of the accommodation Kind of family (singles ; children with only one parent ; couples
without children ; couples with one child ; couples with 2 children or more ; blended families)
Targeting 36-45 years old Small accommodation Singles, couples with one child, blended families
STP - Sloan approach
Population
18-25 years 25-35 years -18years 36-45 years
Big housing Small housing
SinglesChildren with
only one parent
Couples without children
Couples with one child
Couples with two or more
children
Blended families
+45 years
STP - Sloan approach Positioning
Identification Value proposition
interior design, flexible and multi-purpose can adapt to any situation
Differentiation Multi-purpose furniture Need of flexibility in any circumstances
Competitors
Prism effect
Prism effect on national
mix-marketing
Magnifying:Price
Opaque:/
Reducer:Product
Promotion
Transparent:Place
4P Product
Product concept wood product, no tool for the construction, multi-purpose furniture
Product characteristics Material: multiplex Dimensions, 5 types of pieces:
IM: large squares, dimension 60x60x2 AG: small squares, dimension 30x30x2 GI: support, dimension 3x3x15 MOB: finishing sheet, 3 size available, 3x2x15/30x2x30/60x2x60
For a more elaborate design, finishing sheets of different colours may be added.
There are anchor points of the same size on all surfaces to allow a maximum of assembly possibility.
4P Product
Packaging sturdy cardboard Cubic form Content description,
pictograms Basic kits
Necessary to build a table, a chair and a shelf
Individual kits
4P Price
Average range, good quality Only add some transport costs
Basic kits: little augmentation
Individual kits: same prices
Table Chair Shelf
Price 364€ 94€ 409€
IM AG GI MOB1 MOB2 MOB3
Price 20€ 25€ 20€ 10€ 15€ 12.5€
4P Place
Where Online Specialized stores (ROLLER, Hoffner, Segmüller )
How In store buying Home delivery Post office (Postfach, like Kiala in Belgium)
Size of distribution channels Short for online purchases
Long for in stores
Production Wholesaler Retailer Customer
Production Delivery service customer
4P Promotion
Message more ecological, durable and reusable Written press, magazines
Polaroid’s, history of a family throughout the years Internet
Social networking A few websites
Written press is working better in Germany DDS - das magazine für möbel und ausbau (the magazine for
furniture and interior improving) Wohnen Magazin (Housing magazine) Schöner Wohnen (beautiful houses) +its website
4P Promotion
The slogan
« Il n’y a pas de limite à votre intérieur »
« Es gibt keine Grenzen fûr Ihre Inneneinrichtung »
« There is no limit to your interior »
Conclusion Two countries, even side by side can be really different
Not as simple as « just putting a product on a foreign country and selling it »
With a few changes, the German market is accessible
It could even be more interesting than the Belgian one
Thank you for your attention
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