Global marketing

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Global marketing

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Abstract

Within the framework of the course global marketing and communication, we had to make a team of five students in order to create the marketing plan for the entry into an international market for a product or a service. Our team is made of three French girls and two Mexicans (one girl and one boy), so at the beginning we had to deal with lots of complications and language barriers. The company that we had to choose must go international and establish its business on a new potential and open market.

According to all these instructions and with a time of reflection, we agreed to work on a French company specialized in the interior decoration and the home furnishing, GRAINE D'INTERIEUR.

GRAINE D'INTERIEUR was created by Jean-Marc Vautrin in 1997; he has the idea to develop an original concept in order to compete with the home furnishing leaders as IKEA or HABITAT. Offering original and innovating products, sometimes unique (no annual collections) with an affordable price, that is the way the brand has found a very comfortable place in the French decoration market.

The first point of sale was located in Saint-Germain-des-Près in Paris. Today, the brand owns more than 13 stores in all France. We have decided to focus on the brand because of its strong potential of being known at the international.
For this reason, we have target one specific foreign country and we have done the marketing business plan of GRAINE D'INTERIEUR in this country.

Introduction and presentation of the company
Current marketing situation
The United States of America
The economic situation
Severity of the recession mitigated by the economic stimulus programe
Political context
Sector risk
Risk assessment
Means of payment and collection methods
Opportunity and issues analysis
Analysis of the market characteristics, positive & negative aspects
Definition of customers, why and how they purchase?
Issues that will face entry into the market
Objectives and goals
The Chinese consumer
Sale volume
Marketing strategy- How this opportunity will be pursued
Pricing strategy
Conclusion

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[...] Today, the brand owns more than 13 stores in all France. We have decided to focus on the brand because of its strong potential of being known at the international. For this reason, we have target one specific foreign country and we have done the marketing business plan of GRAINE D'INTERIEUR in this country. II. Current marketing situation In order to be able to choose the country we are going to go international, we have to draw several countries analysis to analyze the pros and cons of establish our business in such or such country. [...]

[...] It is a way to balance the “Ying” and the “Yang”. After the discovery of those different Chinese life aspects, we have discovered that the housing conditions were pretty important and central for the Chinese. The contemporary and modern interior decoration isn't exploited in China for cultural and social reasons. On the other hand, the competition of Graine d'intérieur is quite limited. In fact, this kind of concept store isn't developed yet in China. The traditional furniture and arrangement of the Chinese housing remain classic and ordinary. [...]

[...] Its position is still practicing a mass marketing to enable the working and middle classes to get equipped. The concept is seducing the Chinese and mostly young people because of the practical, comfortable and quality aspect of the occidental furniture. However, the price of a basic sofa (300 Euros) is always too expensive for a Chinese of which the average wage is about 300-400 Euros. As a result, IKEA hasn't met the same success has it knew in the other countries because of its pricing strategy and its inadequacy with the effective demand. [...]

[...] In this way we resort to Supermarkets. It is a guarantee of quality and freshness. This type of shop is very showy in the big cities but not present in the secondary cities of China. Choosing this strategy, the risks are not very important and the brand can have a large control on its products. But in China, especially in rural areas, smaller shop are successful, thanks to the proximity, the flexibility of opening hours, and the price which are sometimes lower. [...]

[...] - Level of education and human development indicators above Latin American's Average. - Comparative advantages in farm and food products and skilled services (information techonolgy, engeneering). Weaknesses: - Some dependence on raw materials - Lack of investment in energy and infraestructure - Relations with the IMF and all foreign creditors have yet to return to normal since the bond debt restructuring in June 2005 - Business environment often affected by unpredictability - Persistance of strong inequality and social unrest Economics: In the June 2009 mid-term elections the government lost the majority it claimed in Congress. [...]

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