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