Is it possible for Sensecommerce, an online wedding shop, to enter the Franch market with a reasonable chance of success?
Is it possible for Sensecommerce, an online wedding shop, to enter the Franch market with a reasonable chance of success?
Samenvatting
Sensecommerce, a successful online wedding shop in Holland, wants to expand to France. Since 2005, Sensecommerce has been operating as an online wedding shop in the wedding accessory market. Over the years they have made a substantial revenue growth. The range of products is expanding rapidly. Sensecommerce sells approximately 1100 items, excluding wedding gowns. The possibility for Sensecommerce to enter the French market with a reasonable chance of success has been researched.
This research gives a clear view on the chances and opportunities to enter the French market, but also the risks and possible failures. Field research, such as an interview with Karin van den Berg and questionnaires has been used. Furthermore, desk research such as internet and several marketing models, like the five forces of Porter, a SWOT analysis and a marketing tool analysis have all been used.
Internal and external analysis made show that there are several obstacles while entering the French Market. Some obstacles will be the language, the shipping costs, a longer delivery time and of course the competition. Since e-commerce is a transparent market it is easy for customers to switch companies. The advantages of Sensecommerce are the website, it is clear and professional looking, their assortment of quality products is wider and bigger than the competition, and the fact that they are already a successful company in Holland, shows they use the right formula. The outcomes of the internal and external analysis have been processed in a SWOT analysis.
The outcomes of a SWOT analysis and Confrontation Matrix have shown different strategies for Sensecommerce. They should create brand awareness by using Search Engine Optimization (SEO). Sensecommerce should use the fact that they have a bigger and wider assortment to compensate for the longer delivery time. Furthermore Sensecommerce should stay ahead of their competitors by using social media to promote and communicate with their customers, which will also lead to more brand awareness. Sensecommerce should use email marketing to keep their customers satisfied and to also gain new customers. Again this will also lead brand awareness by 'pushing' your audience to visit the website.
It can be concluded that it is possible for Sensecommerce to enter the French market with a reasonable chance of success. Brand awareness is a recurring topic. The best strategy to create brand awareness is by using Search Engine Optimization, Social Media and Email Marketing. SEO means more targeted visitors looking for your product or service. Social media channels are easily searchable and relatively objective, since they are generated by a wide group of people, and email marketing is cheap and allows the Sensecommerce to 'push' its message to its audience instead of waiting for customers to visit their website.
It is recommended that Sensecommerce adds 'dragees' to their assortment. This candy can be found on almost every wedding in France therefore Sensecommerce should undoubtedly add it to their assortment. Furthermore, decoration is the fastest growing in the budget of newlyweds, therefore Sensecommerce should focus on that. It is also very important to keep monitoring the competition; it is crucial to know the prices, products and services the competition offers.
Organisatie | De Haagse Hogeschool |
Opleiding | ESC Europese Studies / European Studies |
Afdeling | Academie voor European Studies & Communication |
Jaar | 2011 |
Type | Bachelor |
Taal | Engels |