The case Derwent Valley Food Ltd

Résumé du document

Local and strong partners will bring benefit to Derwent Valley Food Ltd, thanks to their skills and knowledge of the market, because each country has a specific market with specific needs and wants. A strong local partner is vital for the project's continued existence, but more and more companies are linked to the development institutions via commercial interest on both sides, reducing the necessity of a personal network. In addition, a good and strong local partner will know the country and its culture, thus attracting the most advantageous businesses and contacts for DVF Ltd. It is often the best way of penetrating a market. Moreover, as your company takes scale, a local partner worthy of confidence can play a crucial part in the establishment of a distribution network or the sale of your product to local distributors. Also the partners and the agents can bring an invaluable help to you, if, for example, a customer refuses to pay or if there is some corruption in the country. Thus having a strong local partner has the double advantage of facilitating the access to the country and reducing the cost of entering a new market. Further we will see the necessity and all the advantages of strong partners for DVF Ltd.

Extraits

[...] Their partners also had to be committed to the brand concept. This strategy contrasted sharply with the company's previous approach of selling the product wherever and through any distributor that it could. Local and strong partners will bring benefit to Derwent Valley Food Ltd thanks to their skills and knowledge of the market because each country have specific market with specific needs and wants. The strong local partner is vital for the project continued existence, but more and more companies are linked to the development institutions via commercial interest on both sides, reducing the necessity of a personal network. [...]

[...] In addition, even if the company uses a good add campaign, is not enough, “Companies think that improving the brand means designing a sparkling new logo, running an exciting campaign and, voila, you are back on track. They are wrong, so wrong” (Kunde, 2002). For example, British Rail spent millions (of taxpayers money) advertising and rebranding but still was despised for its crap service, dirty trains, lateness, and poor customer service. Or, Lada & Skoda were both joke brands in the UK. Lada spend money on adverts showing its cars racing through the desert. Skoda (under VW) went back to a total product redesign before promoting its new range. [...]

[...] DVF Ltd has to know the French way of thinking because currently the company doesn't care of French way. I choose France because it is my home country, and I better know the France Market than another. In each market DVF Ltd has to change the Mix. We often speak about Global Marketing, which consists in applying a unique recipe but it is an illusion, excepted for Coca-Cola even not for Mc Donald's. So, the golden rule, the most important rule to enter the French market is the adjustment. [...]

[...] Add campaign in new countries Increase communication (increase budget) Build a strong international brand Add campaigns in TV, Web, news papers TF1, M6 ; Web : MSN, GOOGLE ; News Papers : Le Monde, Capital ) Introduce in the universities and in the companies (universities, business schools, multinationals ) New packaging Partnership with a well-known person (French football player like Thierry Henry, who knows well the English style). References Books Chris Davison International marketing courses notes. Dibb et al marketing: Concepts & Strategies 5th Edition, Houghton Mifflin. Doyle Marketing management & strategy 3rd Edition, Pitman Publishing. Lauterborn New Marketing Litany: 4P's Passe; C words take over, Advertising Age. Peters Marketing Direct International, Pearson Education. [...]

[...] Further we will see the necessity and all the advantages of strong partners for DVF Ltd. So we can see that the fact to have strong local partners is very important to the relationships with the customers so to understand the market and to improve the business. Well the company was just famous in UK so the local partners helped and will help us to introduce our products in new markets with a lot of opportunities. " To find out what satisfies customers, marketers must examine the main influences on what, when, where and how consumers buy" (Dibb et and marketing service had to do that in all the country we would like to be, with the help of people who already know the market, the culture, the customers, habits. [...]