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International Business Plan

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on 19 October 2013

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Transcript of International Business Plan

International Business Plan

International market
segmentation

International market
research

HGD
Motivators
Obstacles
International
targeting

Entry mode
selection

4 Ps
1st Stage
2nd Stage
3rd Stage
4th Stage

Case Study
Presentation
of
our strategy report

Team
BAUDIER Marie-Chantal

CHANE Romain

CORDEL Chloé

DEBAL Simon

GIRARD Pauline

HACQUIN Joffrey

PRODÖHL Laura

SIMON Agathe

Most promising market
Least promising market
Mid-term strategy
Short-term strategy
Long-term strategy
Four end customer profiles
Emotional housing
Functional housing
Skilled people
Unskilled people
French consumers
Emotional housing
Functional housing
Skilled people
Unskilled people
"Benelux" consumers
Emotional housing
Functional housing
Skilled people
Unskilled people
Expert
enthusiast
Home decor-oriented
women
Small artisan
businesses
Couple with
projects
The decision model
Techno urban people
Home improvements
fans
Traditional
handyman
The "forced
people"
25%
25%
13%
37%
Techno
urban
people
Home improvements' fan
Handymen
metro
Retro
handymen
The "forced people"
4%
4%
11%
20%
57%
External factors
Internal factors
Organizational
framework

Buying/Estimating
Department
(1 person)
Reception/Dispatch
(3 persons)
CEO
Production
(8 persons)
Sales Department
(1 person)
Outside
Accounting
Administrative
secretary
Current Organizational framework
5th Stage
Internal analysis
External analysis
Summary diagnosis
INTERNAL REORGANIZATION AND OPTIMIZATION

1.
About the process

2.
Lean Manufacturing
3.
Internal reorganization: employees and tools
Flexibility in the production
Good financial capacity
Good atmosphere in the team
Good quality of products and services
Not reluctant of taking risk and expanding abroad
CEO is charismatic / Sales manager efficient
Possibilities to expand abroad
Already a demand in existing markets
Administrative procedures similar in exporting countries
DIY a leading sector for household equipment
No barriers to entry
Retailers with a good geographical localization
New trends
Reactive factors
Senior sales
Manager
Buying/Estimating
Department
(1 person)
CEO
Junior sales manager
Business Department
Outside
Accounting
Administrative
secretary
Organizational framework N+1
Marketing
(1 intern)
Manufacturing
(1 manager)
Production
(8 persons)
Reception/Dispatch
(3 persons)
1 Senior sales
Manager
Buying/Estimating
Department
(3 persons)
CEO
3 Junior sales Managers
Business Department
(1 person)
1 internal
Accounting
2 Administrative
secretaries
Organizational framework N+3
Marketing
(1 person +1 intern)
Manufacturing
(1 manager)
Production
(12 persons)
Reception/Dispatch
(5 persons)
Stagnant turnover since 2005
Rise in the price of raw materials and fuel
Strong competition
Low bargaining power
Economic crisis context
International market segmentation
Regiocentric orientation

Your segmentation table, improved by our indicators

- Fashionable dimension in DIY
- Women market growth
- Family dimension: Do it together
- Safety and sustainability
- Avantages sought
- Psychographic
- Demographic
A part of the production is unused

Low e-market presence

Informal marketing pratices

Stagnation of orders
Product policy
Domestic market concept
Optimize the number of references
Price policy
Short term: maintain prices
Middle term and if the market requires it: reduce prices
Place policy
Be closer to the customers
Focus on the short track
Promotion policy
Quality and European products
Promotion sales in partnership with DIY stores
Improve the website
Conclusion
Full transcript