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
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Term Paper

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. The Possibility 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 a joint-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

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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, we