Etude marketing galeries lafayette

10830 mots 44 pages
Global Marketing | | TERM PROJET: FINAL WRITTEN REPORTPierre CABANNES-Louise QUILLET |

PART I 4 INTRODUCTION 5 I. Internal analysis 6 a. Presentation 6 b. Strengths and Weaknesses from the SWOT 10 II. International expansion objectives 11 a. First three-years objectives 11 b. Long term 12 III. Luxury Department Stores: sector analysis 13 a. Global Scale 13 b. Turkey scale 16 c. Saudi Arabia 17 d. Israel 18 PART II 20 I- Country selection 21 1. General situation indicators 21 a. Average annual income per capita – 2007 data 21 b. Consumer expenditures and savings levels 22 c. FDI: Foreign Direct Investments 24 d. Economic Freedom 26 e. Global risks and vulnerabilities 28 Synthesis of global indicators 32 2. Consumer lifestyles 32 II- Entry Strategy 35 III- Business partners 37 Part III 39 a. Global analysis of demand 40 b. Analysis of Israeli Demand 42 c. Conclusion about demand 43 II- Competitive analysis 44 a. 5 Forces of Porter 44 b. Two last elements of the SWOT: Opportunities and Threats 48 c. Strategy chosen Product Extension Communication Adaptation 49 III- Company sales forecast 51 IV- Design of preliminary international marketing plan 53 a. Executive Summary 53 b. Situational Analysis 53 c. Opportunities 53 d. Objectives 53 e. Strategy 53 The strategy is described as Product Extension Communication Adaptation (Competitive analysis, part c.) 54 h. Controls 54 V- Marketing mix analysis 55 Price 55 Place 55 Product 56 Promotion 56 People 57 Process 59 GENERAL CONCLUSION 61

Global Marketing | PART I | Pierre CABANNES-Louise QUILLET |

INTRODUCTION

Les Galeries Lafayette is a luxury department store, Les Galeries Lafayette represents 33% of the turnover of the group of the same name GALERIES LAFAYETTE. This group owns also Louis Pion-Royal Quartz ( jewelries and clocks), BHV (house equipment) , Laser

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