Export Strategy FEMILET {draw:frame} DUGCI 2008/2009 Mr Gilles de Lanauze Summary Go/no go international Competences of the firm/ How should they be utilized internationally? Internal analysis External analysis International market selection Selection of target market Competition analysis Positioning in chosen market Marketing decisions in target market Marketing objectives Entry mode strategy Developing the international marketing mix (the 4ps) Implementation and cross border negotiation International marketing budget Organization of global marketing Marketing control Introduction. Since several years, female wear lingerie, and this wearing is became one of the basic gift to different occasion as in Christmas, Saint-Valentin, and birthday or just to make pleasure to their wife. Fashion lingerie improved every year because the tastes changes, the waiting are different between each age categories, and the woman like the changing. Lingerie is became a tool of mode, and the firm know that. That’s why they invest and try to give to their customer a lot of different lines. Lingerie is considered today like a wearing of seduction, which can be sexy, glamorous and mainly comfortable. Because it’s important that woman feels good in it. We will study the enterprise Femilet and will show how is it possible to it, to introduce new foreign market, where the competitors are even present. Go/no go international Competences of the firm/ how should they be utilized internationally? We know that Femilet is an important firm in Scandinavia. And today Danish Femilet is one of the leading suppliers in Scandinavia of fashion lingerie. Femilet have four different brands: Femilet: the wonderful, elegant and fashionable lingerie for the women of today. Shape: Femilet Shape is lingerie in the lower