DOSSIER DIAGNOSTIC EXPORT | Ti3 : Micro-economic analysis and scoring | Didier Boos EARL | Groupe 47Professeur suiveur : Bruno LEMOINE | Date de remise : Mercredi 2 février 2011 | Année 2010/2011 – Etudiants de 3ème année |

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INTRODUCTION 4 I. MICRO-ECONOMIC ANALYSIS 5 1. Regulations and laws 5 2. Product demand 9

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INTRODUCTION

Didier Boos, a company specialized in the production of hydrangea, plans to export one of its products, hydrangea of forcing, in Denmark. In the first part of the diagnosis export, we studied the internal situation of the company to understand what are its strengths and weaknesses in relation to its export project. In the second part, we carried out a macro-economic external diagnosis about Denmark in order to identify the global risks, mainly threats and opportunities, which Didier Boos could be faced with in case of an export towards Denmark.
In this file, we are going to analyze the micro-economic aspect of the external diagnosis and we are going to elaborate a scoring of our global results. Then, we are going to determine the most pertinent way of access to the Danish market for the company. The main objective of this work is to identify the opportunities and threats linked to the export project of the given product, hydrangea of forcing, in the targeted country, that is to say Denmark.
In the first part, the micro-economic analysis, we are going to determine the regulations and laws, the product demand, the product supply and the logistics concerning the Danish market for our product. Each section of our report will be concluded by a synthesis of the most relevant threats and opportunities of the export project that appeared in the analysis and by an explanation of the limits met during the study. In the second part, the scoring, we will evaluate in a