The entrance of Swiss Lindt & Sprungli on the Finnish market

Résumé du document

Chocolate was imported in Europe in 1494 by Christophe Colomb. It was considered a medicine and then as a sweet. However, this product was used since long time by the Aztec and Mayans to fight against tiredness. In fact, chocolate has been used since V century BC.
Thus, this product has become common in households for health and pleasure reasons. In 2002, 0.97 kilograms of chocolate was consumed per person in the world. As a consequence, it is evident that the chocolate market is a large one where competition is tough.
For this reason, we will analyze the introduction of Lindt in a foreign country, Finland. In the first part, we will describe and analyze the company, its range, and its strengths and weaknesses. Then, in the second part, we will conduct a macro-environmental analysis to determine the most appropriate country where it is exported. And, in the third part, we will undertake a micro-environmental analysis of the Finnish market to determine the competition, opportunities and threats. Finally, in the fourth part, we will determine our strategy to tap the Finland market and the appropriate marketing mix.

Extraits

[...] However, the most known are the chocolate bunny and the champs Elysées box. Internal analysis As we can see, Lindt has more strengths than weaknesses. However, we can see that the company does not have cheap chocolate and stay in the premium market. Thus, the company does not have a range less expensive that could tap a largest market. However, the company has a high self-financing capacity to invest in the project. Moreover, Lindt has a strong brand image and a big experience that are important strengths to tap the markets. [...]

[...] Lindt Champs Elysées. Consulté le 2010, sur www.lindt.com: http://www.lindt.com/fileadmin/lindt_fr/Noel/assortis/champs_elysees_noir_gr oss.png Lindt. (s.d.). Suède. Consulté le 2010, sur Lindt: http://www.lindt.com/int/swf/eng/lindt-worldwide/europe/ Lindt. (s.d.). www.lindt.com. Consulté le 2010, sur http://www.lindt.com/fileadmin/lindt_fr/Noel/coffrets/champs_elysees_assorti s.png Marie Claire Maison . (s.d.). Lindt. Consulté le 2010, sur www.marieclairemaison.com: http://www.marieclairemaison.com/data/images/photos/F0/7d946101717t_100g.jpg Pays-Monde.fr. (2005). LE CLASSEMENT PIB DES PAYS DU MONDE. Consulté le 2010, sur www.pays-monde.fr: http://www.pays-monde.fr/classement-pays-pib- riches-mondial-economique_2.html Wikipedia. [...]

[...] analysis in a first step to see important Finnish specificities. Then, we will do a Porter analysis to determine the competition environment. Next, we will analyze the chocolate consumption in Finland. Finally, we will do an external analysis where we will define opportunities and threats in Finland market. S.L.E.P.T. analysis S.L.E.P.T. is management technique that enables an analysis of five external factors that may impact the performance of the organization. These factors are: Social, Legal, Economic, Political, and Technological. S.L.E.P.T. [...]

[...] Now, with these information, we can search a strategy to tap the Finnish market. For that, in a first part, we will search an entry strategy to find the best distribution channel. Then, in a second part, we will define our marketing mix. Next, we will estimate the financial cost of this positioning. Finally, we will describe various control tools to check this launch. Entry strategy Our entry strategy will be to launch just one product in a first step to check the Finnish market for two years. [...]

[...] This product seems to be the most adapted to tap the Finnish market for various reasons. The first reason is that the abroad product has a good recognition by Finnish. Thus, Paris is seen as the fashion capital in the World. In consequence, this product guarantees a high quality and an exoticism. Thus, our positioning is directly demonstrated with the product name: the premium market. The second reason is that it is a large sampling of the Lindt chocolates. Thus, in one box, customers can taste 9 different chocolates. [...]