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INNOSPARK

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by

Guillermo Mansilla Esteban

on 13 December 2014

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Transcript of INNOSPARK

Solely owned company found in 2012

Educational products for children

Not retailers --> Direct contact with clients

Flagship product: Educational Light table: already present in over 70% of Lithuanian Kindergartens.

Targeted new markets: Poland, Germany, Scandinavia and eventually the Middle East.
Reggio Emilia approach
Products
A.
Edu2 Light table
Price
: €211-249
Four
abilities
to improve:
Artistic expression
Social skills
Cognitive abilities
Language competence
Supplement products:
Sand and water tray
Forest tales and Sea tales
Letters and Numbers
Sand Creations and National Treasures
B.
Tetricube
Soft, creative toy-furniture constructor
Price
: €260
C.
Sensory Play Space Divider
Fun shape cutouts to create areas.
Price
: from 78 to 450 €
SWOT ANALYSIS
Strength:
research and development.
Weakness
: marketing and distribution
Threat
: potential competitors.
Opportunities
: possible alliance with foreign partners.
Key competitors
Direct competitors
INDirect competitors
Guillermo Mansilla Esteban
Market Success Factors
Demographics:
Growing youth population

Economic environment:
High income per capita
Political and Legal Environment:
Stability

Cultural Environment:
Value on Education
New Markets
1.
2.
European Union -->
no tariffs, no paperwork

High level of natural growth

Population

Economic Development
-->GDP per capita

Distribution of wealth
--> Gini Coefficient

Political stability and easiness to import.

Potential competitors

Public expenditure on early education -->
expenditure per student, primary level as a percentage of GDP per capita

4.
3.
5.
6.
7.
8.
Entry mode
EXPORTING
Low cost, low risk.
Direct sales with no intermediaries.
Domestic plants.
Disadvantages -->
reduced
because of the markets.
No tariffs.
No need for intermediaries
Less shipping costs
Staffing Strategy
¿Staff for international operations? Two
primary factors
:
1. Ability to connect with the client.
2. Depth of knowledge of the product.
Hofstede dimensions for culture
Ethnocentric approach
Polycentric approach
Marketing
Direct marketing
Email, telephone --> Reunions
Measure its efectiveness --> Sample groups
Improve facebook page
Through Marketing Agencies
Proffesionals.
Social media marketing
New social platforms --> Instagram, Twitter, specialist blogs.
Maintain consistency in all of them.
Provide link to the Edu2 website.

Conclusion
1. UK and Germany

2. Exporting

3. Ethnocentric and polycentric approach

4. Direct marketing and social media.
Full transcript