Analysing Foreign Markets
Analysing Foreign Markets

Analysing Foreign Markets

Available Only on StudyHippo
  • Pages: 16 (8243 words)
  • Published: October 6, 2017
Text preview

J ONK O P ING INT E RNA T I ONA L B U S INE S S S CHO O L JONKOPING UNIVERSITY Foreign Market Analysis Should enter France? Master thesis within International Marketing Authors: Jarne, Marion Tunbjer, Michael Tutor: Anderson, Helen Jonkoping June 2006 INT E RNA T I ONE L LA HAND E L S HO G S KOLAN HOGSKOLAN I JONKOPING Utlandsk marknadsanalys Bor ga in i Frankrike? Magisteruppsats inom internationell marknadsforing Forfattare: Jarne, Marion Tunbjer, Michael Handlaggare: Anderson, Helen Jonkoping Juni 2006 i AcknowledgementsThe work of this thesis could not have been possible without the help of certain people.

We would especially like to thank Jonas Hedberg, the regional director of Oriflame Western Europe, for giving us great support and advice in our research. We would like to thank Oriflame in general for providing us with material support in order for us to conduct our empirical research. We would like to thank our tutor, Professor Helen Andersson, for giving us good advice on how to conduct the study in a scientific way. We would also like to thank the following people for contributing to the thesis in different ways:Anna Sundell, regional director of Oriflame Smaland, Sweden Francine Schoreisz, communication and training manager in the French Association of Direct Selling. Inger Karlsson, regional manager of Oriflame Jonkoping, Sweden Jack Goelst, former regional director of Oriflame Holland. Jenny Ehle, marketing manager of Oriflame Sweden Jesper Martinsson, COO of Oriflame ii Master Thesis in International Marketing Title: Foreign Market Analysis – A 5 Cs Approach Author: Jarne, Marion Tunbjer, Michael Tutor: A

...

nderson, Helen Date: June, 2006Subject terms: Foreign Market Analysis, Foreign Market Selection, International Marketing, 5 Cs, Oriflame, Direct Sales, French Market of Direct Sales Abstract Background The global marketplace today encompasses 6 billion people.

Many companies are beginning to see themselves as international rather than national acting on a global arena. An essential aspect of going abroad is to know where to go and why to go there. In order to be able to analyze a foreign market a company needs to do market research in the foreign market as to gather essential information.A firm which is facing a quick internationalization process is the Swedish direct sales firm of cosmetics Oriflame.

Oriflame has grown quickly in developing countries but is not present in one of the biggest market for direct sales in Europe: France. Purpose The purpose of this thesis is to develop a theoretical framework to analyze foreign markets and apply it to the French market of direct sales in cosmetics and Oriflame. Method A qualitative study based on the 5 Cs framework for analyzing foreign markets has been carried out.Seven focus groups have been conducted in France and Sweden in order to obtain information about and comparability in consumer attitudes towards Oriflame’s marketing mix. Interviews have been conducted in order to get information about Oriflame as a company. Secondary data has been gathered from different sources for the theoretical framework as well as for the empirical research on issues such as culture, competition and market.

Conclusion This thesis has developed a theoretical framework to analyz

View entire sample
Join StudyHippo to see entire essay
View entire sample
Join StudyHippo to see entire essay

foreign markets called the 5 Cs. The 5 Cs are based on: Company, Constitution, Competition, Customers and Culture.The 5 Cs is a very general framework and can be applied to a wide range of foreign markets and firms and was in this case applied to analyze a real world case of Oriflame and France. The analysis of the empirical findings found that there is potential for Oriflame to enter the French market in terms of consumer preferences and general market characteristics.

However, it also found that what will probably determine everything in the end is whether Oriflame can be strategically committed to enter a mature West European market like France. iii Magisteruppsats inom Internationell MarknadsforingTitel: International Market Analysis – The 5 Cs Approach Forfattare: Jarne, Marion Tunbjer, Michael Handledare: Anderson, Helen Datum: Juni, 2006 Amnesord Utlandsk Marknadsanalys, Val v Utlandska Marknader, Internationell Marknadsforing, 5 C, Oriflame, Direktforsaljning, Franska Marknaden for Direktforsaljning Sammanfattning Bakgrund Manga foretag borjar se sig sjalva som internationella mer an nationella och agerar pa en global arena. En viktig aspekt i att ta sig utomlands ar att veta var och nar. For att kunna gora en utlandsk marknadsanalys sa maste foretaget gora en marknadsundersokning i det utlandska landet och fa in information.Ett foretag som just nu ar inne i en intensiv internationaliseringsprocess ar Oriflame ar det svenska foretaget inom direktforsaljning av kosmetka Oriflame. Oriflame har vaxt snabbt i utvecklingslander men ar inte narvarande i en av de storsta marknaderna for direktforsaljning i Europa: Frankrike.

Syfte Syftet med den har uppsatsen ar att utveckla ett teoretiskt ramverk for att kunna analysera utlandska marknader och sedan applicera detta pa den franska marknaden for direktforsajning av kosmetika och Oriflame. Metod En kvalitativ studie baserat pa de 5 C:na ramverket for analys av utlandska marknader har utforts.Sju stycket fokusgrupper har annordnats i Frankrike och Sverige for att kunna fa information om franska och svenska konsumenters attityder i relation till Oriflames marknadsforings mix och for att kunna jamfora resultaten. Intervjuer har utforts for att fa mer information om Oriflame som ett foretag. Sekundar data har samlats in fran olika kallor for det teoretiska ramverket och liksasa empirisk forskning pa omraden som kultur, konkurrens och marknad.

Slutsats Den har uppsatsen har utvecklat ett teoretiskt ramverk for att analysera utlandska marknader som kallas for de 5 C:na.De 5 C:na ar baserade pa: Company, Constitution, Competition, Customers och Culture. De 5 C:na ar ett valdigt generellt ramverk och kan bli applicerat pa en stor mangd olika marknader och foretag men har i det har fallet anpassats till en studie pa Oriflame och Frankrike. Analysen av det empiriska materialet kom fram till att det finns potential for Oriflame att ga in pa den franska marknaden i termer av konsumentpreferenser och marknadsinformation. Det som dock kan avgora i slutandan ar huruvida Oriflame har som strategisk malsattning att satsa pa en mogen vasteuropeisk marknad som Frankrike. v Table of Contents 1 Introduction .

…..

……

……

….

….

…..

…..

……

…..

……

…..

…..

…..

……

……

1 1. 1 Preface ….

…..

….

…..

……

….

…..

……

…..

….

…..

….

…..

…..

……

….

……

….

…..

….

… 1 1.

2 Background ….

…..

….

……

……

….

……

……

……

…..

…..

……

……

…..

… ..

……

…..

.. 1 1. 3 Problem..

……

……

….

….

…..

….

…..

….

….

……

……

……

….

……

……

…..

….

……

….. 2 1.

4 Research Questions …..

……

……

……

……

……

……

…..

….

…..

….

……

……

…..

… 3 1.

Purpose ……

…..

……

…..

…………………………………………………………………. 3 1. 6 Limitations …………………………………………………………………………………. 3 1. 7 Definitions………………………………………………………………………………….. 3

View entire sample
Join StudyHippo to see entire essay