Chapter 1: Export goals objectives......................................................................................................5

• / 5

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 2 / 5

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 3 / 5

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: 4 / 5