Roquefort Papillon cheese is very famous in France. Because of its reputation it can gain popularity in other countries very quickly. Roquefort Papillon wants to develop its image as a brand in different countries to increase its market along with its sales figures. This product will be a dairy product for the entire family. Roquefort Papillon Company will collaborate with the supermarket Albert Heijn, the retailers for open markets and the restaurants. This allows Roquefort Papillon to increase the sales.
Because Roquefort wants to develop its brand in different countries, they decided to develop the already existing image for its cheese also in the Netherlands. Due to the fact that the Dutch society has high cheese consumption, it will be relatively easy to introduce a new kind of cheese which is very special and highly different to the Dutch cheese.
The originality of the presentation, the taste and very attractive price will be the three principal advantages of Roquefort Papillon cheese.
[...] We want with Roquefort papillon to introduce a high quality Roquefort and a high quality cheese. Cheese the more purchasing by French people With Roquefort Papillion we want do the same kind of figures. We really want to develop this product and it image in Netherlands. SWOT Strengths 1. Roquefort is very different from Dutch cheese. Roquefort Papillon will be an exotic product in the supermarket Well- known in France. France is closest to Netherlands. The Dutch who have traveled to France atleast once will probably know it Product already exported into a country other than France. [...]
[...] We can imagine that, even if everybody in the family will eat Roquefort Papillon the parent‘s will be the purchasers. Restaurants Albert Heijn Open market Target group will be the total population of the Netherlands right from 6 year olds. But we have to develop our advertising for the principal target group, people older than 25/30. AIDA Attention 1. Catching attention will be the first step. But HOW? 2. The name of the product: Big letters and green color will be the principal tools Publicity: By all the different advertising possible we have to appeal people. [...]
[...] strategy 13 4P 13 Product 13 Price strategy 13 Place: Distribution 14 Promotion: Communication 17 Resources Requirements 18 Marketing Budget 2004- 2009 FRANCE 18 Production development 2004- 2009 according to revenues NETHERLANDS 18 Conclusion and recommendations 18 Appendixes 19 Cultural analysis 19 Economic Analysis 23 Introduction Roquefort is a richly flavored, ewe's-milk blue cheese from the south of France and one of the most famous of all French cheeses. Though similar cheeses are produced elsewhere, French law dictates that only those cheeses aged in the natural caves of Roquefort-sur-Soulzon may bear the name Roquefort, as it has a protected designation of origin. [...]
[...] The central geographical position of the Netherlands, combined with accessibility and an excellent infrastructure are only some of the reasons why numerous European, American and Asian companies have established their facilities in the Netherlands. The Netherlands in brief: The total surface of Netherlands is 41,526 (131st) The total population is for a density of 393 The distance between Netherlands and France is 1242.9 km 2 The Netherlands 1. The education level In the Netherlands is the education level quite high. [...]
[...] They try to find compromise. Honesty and straightforwardness are an essential part of doing business in The Netherlands. Consequently, when you really want to say tentative answers such as “I'll consider “We'll or “Perhaps” are not acceptable to the Dutch. They prefer a candid no. Another important aspect of the Dutch culture is the emphasis on privacy. As a rule, professional life and private life are kept separate. Every worker in a company, from the boss to the employee, is considered valuable and worthy of respect. [...]
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