International marketing case study: The mineral water MOUZAïA

Type :

Case study

Pages :

19 pages

Format :

.doc

Published date :

01/15/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction.
Situation analysis.
1. Description of the product and its environment.
2. Description of the Belgian market.
Development of a strategy.
1. SWOT analysis.
2. Market/segment.
3. Tangibles/intangibles analysis.
4. Differentiation element and competitive advantage.
5. The Prisma effect.
6. The strategy to export and the non-tariff barriers.
7. Marketing mix (4P's).
Conclusion.
Bibliography.

Abstract

Within the framework of our course, marketing Internationally, we were invited to realize a group work on "which marketing strategy could mouzaïa adopt in order to establish its products in French speaking Western Europe countries?" From the beginning, we felt involved in the topic as we are students in international Management; we consider this work as a great experience to have a better understanding of the challenges that we will have to face when marketing internationally. It is important for us to master the strategic dimensions to put into practice in foreign markets. Therefore, this work will enable us to be creative and strategic oriented when developing a marketing plan that has to be adapted to international environment.At first sight, we had the idea, as a lot of others, to change every single detail of the product. After struggling on too many details, we thought about changing our marketing strategy into a simpler one. That is how we came to the idea of reaching the local "maghrebian" population. Concerning our methodology, we mainly based it on documents coming from the Internet, on the marketing book of mister Vandercammen and on the course of our professor Mr. Derive, marketing Internationally. This paper is divided in two main parts: The objective for the first part is to try to analyze and to understand the domestic market (Algeria) characteristics better, the product specificities and the host market (Belgium) opportunities. The objective of the second part of this group work, is to develop a strategy to penetrate the Belgian market. To do so, we will analyze the company's swot analysis, the competitive advantage that will derive from it, the market segment to use and the differentiation elements. From this point, we will set up our strategy and the tools we will use to penetrate the Belgian market as efficiently as possible.