Carmanah case study

Résumé du document

Carmanah is a company that designs, manufactures and distributes solar LED products for a wide range of industrial and commercial lighting applications. We will study the strategy to adopt for a potential international expansion in France, dynamic European country.

Global Positioning: Carmanah is willing to create positive change in the world through innovative technologies, practical solutions, social responsibility and bold leadership.

Market segment selection:
We will focus on the bus shelter segment with the launch of transit lighting. Many cities in France need to change their transport system (Paris, Reims, Caen, and Strasbourg) and the ecological awareness is increasing in these comunitities responsible for the installation of the transport infrastructures.

Entry mode: We can enter the French market with a partnership with JCDecaux. It is the second leading advertising corporation in France, competing with Clear Channel Outdoor. It is especially well known for its bus-stop including advertising systems. JC Decaux is well implemented in France and knows the market, with many agreements with local cities and communities. A partnership with us will give them a new technology (technology and expertise of the solar systems) with possibility of cost and energy savings on the short and long term.

Extraits

[...] Place Carmanah can fully take advantage of the strong existing JC Decaux distribution network. Promotion We really have a specific targeted client, so we have to use ways to present and promote Carmanah products and technology. Top Managers and experts should be sent for a meeting with JC Decaux associates. We must demonstrate them the huge benefits for Carmanah's technology: attractive modern products, simple installation, zero energy costs, no maintenance or servicing expenses. Commercial incentives might also be used in order to convince them because their knowledge of the Market and current implementation are needed. [...]

[...] Choice of Entry Mode: Partnership We can enter the French market with a partnership with JCDecaux. It is the second leading advertising corporation in France. It is especially well known for its bus-stop including advertising systems. JC Decaux is well implemented in France and knows the market, with many agreements with local cities and communities. A partnership with us will give them a new technology (technology and expertise of the solar systems) with possibility of cost and energy savings on the short and long term. [...]

[...] Carmanah case study Carmanah is a company that designs, manufactures and distributes solar LED products for a wide range of industrial and commercial lighting applications. We will study the strategy to adopt for a potential international expansion in France, dynamic European country. Global Positioning Carmanah is willing to create positive change in the world through innovative technologies, practical solutions, social responsibility and bold leadership. Market segment selection: We will focus on the bus shelter segment with the launch of transit lighting. [...]