Brown cheese en france

Disponible uniquement sur Etudier
  • Pages : 42 (10273 mots )
  • Téléchargement(s) : 0
  • Publié le : 15 avril 2010
Lire le document complet
Aperçu du document
Term Paper

International Business MRK 2020

16/04/2010

The Implementation of Brown Cheese into the French Market

Esteban Giner Evaldas Černiauskas Truls Gundersen Ulrike Dietze
By submitting the term paper we declare that we are familiar with the rules for using references, and we are also familiar with the potential consequences following incorrect use of references.

-1-

TermPaper

International Business MRK 2020

16/04/2010

Structure
1. The Idea of Introducing Brunost into the French Market 2. Brown Cheese on the Norwegian Market 3. Market Screening of the Cheese Market in France
3.1. Initial Screening 3.2. Financial and Economic Forces 3.3. Political and Legal Forces 3.4. Socio-Cultural Forces 3.5. Competitive Forces 3.6. Final Decision

4. ThePossibility of Introducing Brown Cheese 5. Potential Customers for Brown Cheese 6. Methods of Marketing
6.1. The Marketing Mix 6.2. Different Kinds of Products 6.3. The Promotional Strategy 6.4. The Distribution of Brown Cheese 6.5. The Pricing of Brown Cheese

7. The Strategy of Implementing Brown Cheese
7.1. Why exporting would be a terrible mistake? 7.2. What should we do so? 7.3. What is ajoint-venture? 7.4. What status of company it will be? 7.5. What, where, who? 7.6. Who would be the best Norwegian partner? 7.7. Conclusion

-2-

Term Paper

International Business MRK 2020

16/04/2010

1. The idea of introducing Brunost into the French Market
The group decided to implement a typical Norwegian product into a new market. What is the most characteristic product for Norway?Without question: Brown Cheese. We were thinking about the markets we could introduce it into, while we just concentrated on the different countries in our group, which were Germany, France and Lithuania. The French market seemed to be the best one, because there is already a well developed cheese market and the society is sort of addicted to cheese. Even if Germany was also a good opportunity, wedecided to try pitching the Brown Cheese to the French population.

2. Brown Cheese on the Norwegian Market
The original Brown Cheese is from Norway and the Norwegians call it Brunost. It is produced by boiling a mixture of milk, cream and whey until the water is evaporated and the sugar becomes caramel, which gives the cheese the typical taste. You can eat it with bread, but Norwegians are used toeat it with waffles or cracker bread. For getting the typical brown curls, a cheese plane has to be used. Norway is famous for its cheese, also because conditions like untouched nature and cold climate are good for producing first class dairy products, which are amongst the best export products of the country, while the most important export markets for cheese are the USA, Australia and Canada.The largest producer, distributer and exporter of dairy products in Norway is TINE. The company produces more than 490 different products, beside cheese also yoghurts, puddings and others. The cheese variety goes from less famous ones to major international trademarks like Jarlsberg. Regarding to all these facts, the cheese production plays an important role in Norway. The society likes the domesticcheese, especially the Brown Cheese; therefore the Norwegian customer market is very big. This fact is caused by the habit of Norwegians to eat Brown Cheese, as it is a national food. Therefore it might be hard to enter new markets, but as the market in Norway is strong, the big cheese producers have the possibility to try entering new markets without going bankrupt if it fails. That is why wedecided to introduce the Brunost into the French market.

-3-

Term Paper

International Business MRK 2020

16/04/2010

3. Market Screening of the Cheese Market in France
A market screening is a method of market analysis, with which you can separate attractive markets from less attractive ones by using the environmental forces. It is a fundamental component to define your operational...
tracking img