Entering the Irish Market: Le Gourmet Givre, brand of "frozen gourmet ready meal"

Résumé du document

Our company Le Gourmet Givré© is one of the biggest and most famous brand of "frozen gourmet ready meal? in France. Le Gourmet Givré was created in 1984 by Alexandre Hembert, Charles Garland and Sarah Reix, three entrepreneurs, who saw in the micro-wave democratization a huge opportunity. In 1981, 3 % of French houses had a micro-wave. Four years later, 55% were equipped with them. Our company was the first to propose "frozen ready and real meal? on the French market, which was totally revolutionary. For the first time, the consumer can have a quality meal without any cooking. He just needs to put it in a micro-wave. It was a totally new way to access and to consume quality food. After twenty-five years of activity, Le Gourmet Givré wants to grow and enter the international market. Le Gourmet Givré is considering entering the Irish market. The Irish market is totally different of the French market in terms of size, organization and cultural perception of product. Through this study, we want to give to our company a clear view of the market and to select the most adapted way to penetrate the Irish market. We will determine which kind of implementation we need to put in place. In the first part, we will conduct a PEST analysis of the Irish market, to identify the context and the specificities of the External Environment of the "Frozen Gourmet Ready Meals? market. After the PEST, we will be able to propose and justify the most appropriate market entry strategy. In the third part, we will define a marketing mix for the chosen product in Ireland.

Extraits

[...] Concerning the raw materials of the frozen foods, it has to be genuine and merchantable quality. Raw materials have to respect hygienic laws of the different countries where it is sold. Moreover, the minimum temperature is (or colder) for the storage, transportation and selling of the frozen food. The frozen food should have been carried out with relevant promptness, and by use of technical equipment, to minimize any chemical, biochemical, and microbiological changes in the food comprised in it Different control can be effectuated by several food organizations. [...]

[...] It includes the sales name, the indication "quick-frozen" and the batch identification. The organization also has to put on the product: the date of minimum durability, the ingredients, the storage temperature and the equipment needed, etc. The IDA (Industrial Development Agency) which is an organization which has for goal to attract foreign direct investment. + 3 Economic Ready meal market is small but is growing. But the frozen sector is by far the largest. This sector grew from 8.8 million in 1992, to 14.88 million in 1998, about 69% increase. [...]

[...] They also proposed a large range of branded frozen ready meals. - Tesco own 13% of the market share due to a more limited range of product available. - Super value has a more limited range of products. - The key player is Heinz concerning the frozen ready meals market in Ireland with a market share of 28%. This success can be explained by the sales of Weight Watchers frozen ready meals which had a large success. - Birds EyeWalls may worth 10% of the frozen ready meals market shares. [...]

[...] We will determine which kind of implementation we need to put in place. In a first part, we will conduct a PEST analysis of the Irish market, to identify the context and the specificities of the External Environment of the «Frozen Gourmet Ready Meals» market. After the PEST, we will be able to propose and justify the most appropriate market entry strategy. In a third part, we will define a marketing mix for the chosen product in Ireland Pest Analysis A Pest Analysis is composed of the analysis of four components of the market which is studied: Political aspects Economic aspects Social aspects Technological aspects It permits to understand the market and to define a a future company. [...]

[...] Entering the Irish Market: Le Gourmet Givré, brand of "frozen gourmet ready meal" Table of Contents Introduction Pest analysis Political aspects Economical aspects Social aspects Technological aspects Entry Strategy analysis I. Introduction of the different entry strategies II. Review of the different strategies of implementation III. Proposition of the most appropriate market entry strategy Marketing Mix analysis Conclusion References Introduction Our company Le Gourmet Givré© is one of the biggest and famous brand of «frozen gourmet ready meal» in France. [...]