,Inhoud
Chapter 1: Export goals & objectives......................................................................................................5
1.1 Export goals..................................................................................................................................5
1.2 Objectives.....................................................................................................................................5
Chapter 2: Recommended entry strategy..............................................................................................6
Chapter 3: Recommended market segmentation, target group and positioning...................................7
3.1 Market segmentation...................................................................................................................7
3.1.1 General..................................................................................................................................7
3.1.2 Geography.............................................................................................................................7
3.1.3 Demographics........................................................................................................................8
3.1.4 Psychology.............................................................................................................................9
3.1.5 Behaviour...............................................................................................................................9
3.2 Target group...........................................................................................................................10
3.3 Positioning..................................................................................................................................10
3.3.1 Functional............................................................................................................................10
3.3.2 Symbolic...............................................................................................................................10
3.3.3 Positioning matrix................................................................................................................11
Chapter 4: Recommendation of marketing mix....................................................................................12
4.1 Product.......................................................................................................................................12
4.1.1 Products...............................................................................................................................12
4.1.2 Packaging.............................................................................................................................12
4.1.3 Brands & patent...................................................................................................................13
4.1.4 The CE mark.........................................................................................................................13
4.1.5 Copyright.............................................................................................................................13
4.1.6 Warranty and product guarantee........................................................................................13
4.1.7 Service.................................................................................................................................13
4.1.8 Production abroad...............................................................................................................14
4.1.9 Exporting know-how............................................................................................................14
4.2 Pricing.........................................................................................................................................14
4.3 Distribution.................................................................................................................................15
4.4 Promotion...................................................................................................................................17
4.4.1 Promotion policy..................................................................................................................17
4.4.2 Advertising...........................................................................................................................18
4.4.3 International communication strategy................................................................................19
4.4.4 E-commerce.........................................................................................................................19
,Chapter 5: Recommendation on transportation and international payments.....................................21
5.1 Transport....................................................................................................................................21
5.1.1 Modes of transport..................................................................................................................21
5.1.2 Transport documentation........................................................................................................21
5.1.3 Incoterms.............................................................................................................................22
5.1.4 Own transport or outsourcing.............................................................................................22
Chapter 6: International payments.......................................................................................................23
6.1 Form of payment........................................................................................................................23
6.2 Currency risks.............................................................................................................................23
Chapter 7: Financial consequences......................................................................................................24
7.1 First year of export.....................................................................................................................24
7.1.1 Average case scenario..........................................................................................................24
7.1.2 Best case scenario................................................................................................................24
7.1.3 Worst case scenario.............................................................................................................24
7.2 Second year of export.................................................................................................................24
7.2.1 Average case scenario..........................................................................................................24
7.2.2 Best case scenario................................................................................................................25
7.2.3 Worst case scenario.............................................................................................................25
7.3 Third year of export....................................................................................................................25
7.3.1 Average case scenario..........................................................................................................25
7.3.2 Best case scenario................................................................................................................26
7.3.3 Worst case scenario.............................................................................................................26
References............................................................................................................................................28
,Introduction
X is a fragrance enterprise which sells different products under the brand name X . Now the
following assortment is offered by X in the United Kingdom (UK): X Parfum Absolute, X Eau de
Parfum, X Body Lotion and X Candle.
Lisa and William Rackham are the owners of X . In 1997 the first bottles of perfume named X left their
warehouse and they could call themselves a ‘’fragrance house’’. Later they extended the product line
in order to boost profits. X (which means heaven or sky in Italian) is the first women’s fragrance to
use special grape leaves in their perfume. Body lotion and Eau de Parfum and body lotion are
produced in their own factory in Gloucestershire. All ingredients are bought by suppliers, expect for
the extracts of grape leaves and Daphne Odora, which are produced by house (X Case export-
September 2022 .docx)
Organogram:
, Chapter 1: Export goals & objectives
X opted for a sustainable business strategy. The strategy will be totally focused on a fair purchase
process, product, working conditions or employees. X Fragrances will made a better world together
with their consumers. Together we are strong!
‘’An objective is expressed quantitatively (with numbers). For example, ‘My market share is now 12%,
but I would like it to become 20%.’ A goal, however, is expressed in qualitatively. It is general
statement of what you must achieve to attain your objective. For example, ‘I want to become the
market leader in my field.’’ (Harlaar, Ouwehand, & de Leeuw, 2012, p.51).
1.1 Export goals
1. X Fragrances would like to cooperate only with suppliers in foreign countries, that have a
fully free child labor production process in the first year.
2. X Fragrances would like to be seen as a Fairtrade supplier in the first year.
3. X Fragrances wants to cooperate with charity organizations in Germany and the UK.
This goal is mentioned for creating a goodwill by our consumers in these markets.
1.2 Objectives
1. X Fragrances will be able to come break-even in the second year of exporting.
2. After the first year 10% of our target group in Germany were known by the brand ‘X ’ of X
Fragrances.
3. X Fragrances would like to generate a turnover of € . … … in the German market in their first
year.
4. X Fragrances would like to generate a turnover of € . … … in the German market in their
second year.
5. X Fragrances would like to generate a turnover of € . … … in the German market in their third
year.
Chapter 1: Export goals & objectives......................................................................................................5
1.1 Export goals..................................................................................................................................5
1.2 Objectives.....................................................................................................................................5
Chapter 2: Recommended entry strategy..............................................................................................6
Chapter 3: Recommended market segmentation, target group and positioning...................................7
3.1 Market segmentation...................................................................................................................7
3.1.1 General..................................................................................................................................7
3.1.2 Geography.............................................................................................................................7
3.1.3 Demographics........................................................................................................................8
3.1.4 Psychology.............................................................................................................................9
3.1.5 Behaviour...............................................................................................................................9
3.2 Target group...........................................................................................................................10
3.3 Positioning..................................................................................................................................10
3.3.1 Functional............................................................................................................................10
3.3.2 Symbolic...............................................................................................................................10
3.3.3 Positioning matrix................................................................................................................11
Chapter 4: Recommendation of marketing mix....................................................................................12
4.1 Product.......................................................................................................................................12
4.1.1 Products...............................................................................................................................12
4.1.2 Packaging.............................................................................................................................12
4.1.3 Brands & patent...................................................................................................................13
4.1.4 The CE mark.........................................................................................................................13
4.1.5 Copyright.............................................................................................................................13
4.1.6 Warranty and product guarantee........................................................................................13
4.1.7 Service.................................................................................................................................13
4.1.8 Production abroad...............................................................................................................14
4.1.9 Exporting know-how............................................................................................................14
4.2 Pricing.........................................................................................................................................14
4.3 Distribution.................................................................................................................................15
4.4 Promotion...................................................................................................................................17
4.4.1 Promotion policy..................................................................................................................17
4.4.2 Advertising...........................................................................................................................18
4.4.3 International communication strategy................................................................................19
4.4.4 E-commerce.........................................................................................................................19
,Chapter 5: Recommendation on transportation and international payments.....................................21
5.1 Transport....................................................................................................................................21
5.1.1 Modes of transport..................................................................................................................21
5.1.2 Transport documentation........................................................................................................21
5.1.3 Incoterms.............................................................................................................................22
5.1.4 Own transport or outsourcing.............................................................................................22
Chapter 6: International payments.......................................................................................................23
6.1 Form of payment........................................................................................................................23
6.2 Currency risks.............................................................................................................................23
Chapter 7: Financial consequences......................................................................................................24
7.1 First year of export.....................................................................................................................24
7.1.1 Average case scenario..........................................................................................................24
7.1.2 Best case scenario................................................................................................................24
7.1.3 Worst case scenario.............................................................................................................24
7.2 Second year of export.................................................................................................................24
7.2.1 Average case scenario..........................................................................................................24
7.2.2 Best case scenario................................................................................................................25
7.2.3 Worst case scenario.............................................................................................................25
7.3 Third year of export....................................................................................................................25
7.3.1 Average case scenario..........................................................................................................25
7.3.2 Best case scenario................................................................................................................26
7.3.3 Worst case scenario.............................................................................................................26
References............................................................................................................................................28
,Introduction
X is a fragrance enterprise which sells different products under the brand name X . Now the
following assortment is offered by X in the United Kingdom (UK): X Parfum Absolute, X Eau de
Parfum, X Body Lotion and X Candle.
Lisa and William Rackham are the owners of X . In 1997 the first bottles of perfume named X left their
warehouse and they could call themselves a ‘’fragrance house’’. Later they extended the product line
in order to boost profits. X (which means heaven or sky in Italian) is the first women’s fragrance to
use special grape leaves in their perfume. Body lotion and Eau de Parfum and body lotion are
produced in their own factory in Gloucestershire. All ingredients are bought by suppliers, expect for
the extracts of grape leaves and Daphne Odora, which are produced by house (X Case export-
September 2022 .docx)
Organogram:
, Chapter 1: Export goals & objectives
X opted for a sustainable business strategy. The strategy will be totally focused on a fair purchase
process, product, working conditions or employees. X Fragrances will made a better world together
with their consumers. Together we are strong!
‘’An objective is expressed quantitatively (with numbers). For example, ‘My market share is now 12%,
but I would like it to become 20%.’ A goal, however, is expressed in qualitatively. It is general
statement of what you must achieve to attain your objective. For example, ‘I want to become the
market leader in my field.’’ (Harlaar, Ouwehand, & de Leeuw, 2012, p.51).
1.1 Export goals
1. X Fragrances would like to cooperate only with suppliers in foreign countries, that have a
fully free child labor production process in the first year.
2. X Fragrances would like to be seen as a Fairtrade supplier in the first year.
3. X Fragrances wants to cooperate with charity organizations in Germany and the UK.
This goal is mentioned for creating a goodwill by our consumers in these markets.
1.2 Objectives
1. X Fragrances will be able to come break-even in the second year of exporting.
2. After the first year 10% of our target group in Germany were known by the brand ‘X ’ of X
Fragrances.
3. X Fragrances would like to generate a turnover of € . … … in the German market in their first
year.
4. X Fragrances would like to generate a turnover of € . … … in the German market in their
second year.
5. X Fragrances would like to generate a turnover of € . … … in the German market in their third
year.
