Analysing Foreign Markets

J ÖNK Ö P ING INT E RNA T I actually ONA T B U S INE S T S CHO O T

JÖNKÖPING UNIVERSITY OR COLLEGE

Foreign Marketplace Analysis

Should certainly enter Portugal?

Master thesis within International Marketing

Authors: Jarne, Marion

Tunbjer, Michael

Tutor: Anderson, Helen

Jönköping June 2006

INT At the RNA To I ONE PARTICULAR L LA HAND Electronic L T HÖ G S KOLAN

HÖGSKOLAN I JÖNKÖPING

Utländsk marknadsanalys

Bör gå in i Frankrike?

Magisteruppsats i internationell marknadsföring

Författare: Jarne, Marion

Tunbjer, Michael

Handläggare: Anderson, Helen

Jönköping Juni 2006

i

Acknowledgements

The task of this thesis could not had been possible without the help of selected people. We would especially love to thank Jonas Hedberg, the regional representative of Oriflame Western The european union, for offering us wonderful support and advice in our research. We wish to appreciate Oriflame on the whole for featuring us with material help in order for people to conduct our scientific research.

We wish to say thanks to our guitar tutor, Professor Helén Andersson, for giving all of us good advice approach conduct the research in a scientific way.

We would also like to thank the following people intended for contributing to the thesis in various ways:

Ould - Sundell, local director of Oriflame Småland, Sweden Francine Schoreisz, conversation and teaching manager inside the French Association of Immediate Selling.

Inger Karlsson, regional manager of Oriflame Jönköping, Sweden Jack Goelst, previous regional director of Oriflame Holland.

Jenny Ehle, promoting manager of Oriflame Laxa, sweden

Jesper Martinsson, COO of Oriflame

2

Master Thesis in Foreign Marketing

Title: Foreign Market Analysis – A a few Cs Approach

Author: Jarne, Marion

Tunbjer, Michael

Teacher: Anderson, Helén

Date: 06, 2006

Subject matter terms: International Market Evaluation, Foreign Market Selection, Intercontinental Marketing, 5 Cs, Oriflame, Direct Sales, The french language Market of Direct Sales

Abstract

Background

The global marketplace today encompasses 6th billion persons. Many companies are starting to see themselves as worldwide rather than nationwide acting on a worldwide arena. A necessary aspect of travelling abroad is to find out where to go and why to go there. In order to be able to examine a foreign industry a company should do market research in the overseas market as to gather necessary information. A good which is faced with a quick internationalization process may be the Swedish direct selling firm of cosmetics Oriflame. Oriflame is growing quickly in developing countries but is not present in one of the biggest industry for direct selling in The european countries: France.

Goal

The purpose of this kind of thesis is always to develop a assumptive framework to assess foreign market segments and use it to the French market of direct sales in cosmetics and Oriflame. Technique

A qualitative study based upon the 5 Cs construction for analyzing foreign markets has been performed. Seven target groups had been conducted in France and Sweden in order to obtain info on and assessment in buyer attitudes to Oriflame's advertising mix. Interviews have been done in order to get information about Oriflame like a company. Extra data has been gathered by different sources for the theoretical structure as well as for the empirical study on issues such as tradition, competition and market.

Summary

This thesis has developed a theoretical structure to analyze international markets named the your five Cs. The 5 Cs are based on: Firm, Constitution, Competition, Customers and Culture. The 5 Cs is a very standard framework and is applied to a variety of foreign market segments and companies and was in this case put on analyze an actual world case of Oriflame and England. The examination of the empirical findings discovered that there is possibility of Oriflame to the French industry in terms of consumer preferences and general market characteristics. Yet , it also discovered that what will probably determine everything eventually is whether Oriflame can be strategically committed to enter into a mature West European marketplace like Italy.

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