The present study would analyse the market entry strategy for Snog ice cream in Geneva. The business plan would include an analysis of the market and the business environment of the new market. In addition a strategy for market entry and subsequent product mix would also be prepared…
The aspect of globalization has led to a situation in which business organizations are continuously breaching geo political boundaries to reach out to new markets. The present business plan would be focussed on building a franchisee for Snog ice cream in Switzerland. The plan would cover the business planning including formulation of a set of objectives and mission strategy. The business plan would also include crafting entry strategies and a marketing mix for the new venture. It would also discuss about the firm’s targeting and positioning strategies in the new market as well as formulating an exit strategy for the successful winding up of the business to generate profitability and sustainability.
The business plan would be to set up a new franchisee for Snog Ice Creams in Switzerland. Snog is a popular brand of flavoured ice creams and yoghurt based in UK. The choice of the market assumes significance considering the fact that Switzerland is one of the most happening tourism hot spots of the world and shows immense opportunities towards products like ice creams. In addition to being a taste friendly food item the product is also a health oriented one with large scale health benefits (Snog, 2011). The main idea behind the new venture would be to provide a unique blend of taste and health to the customers. The product would largely be targeted at youth population that are both domestic as well as tourists who keep flocking the nation round the year. The new franchisee would help in spreading the highly popular concept of Snog ice cream to a new part of the world that has large scale opportunities. Situation Analysis Market Analysis Switzerland represents a very unique opportunity for players like Snog ice cream considering its vast tourism potential that draws a large number of tourists from across the globe. The per capita consumption of ice cream in Switzerland has been pegged at 8 litres that is significantly low as compared to market like Italy and US. This shows a large scope for a new market player like Snog ice cream to enter the new market as there is a large untapped market in the nation. However the market showed signs of a slowdown in 2010 that remains a cause of concern. The revival of the economies across Europe however would help generate renewed market interest in the nation (Euromonitor International, 2010). Business Environment Switzerland is a very peaceful and market driven economy that represents considerable opportunities for business organizations. The GDP of the nation in terms of purchasing power parity has been fixed at 324.5 billion US dollars with a growth rate of 2.6 percent. The per capita GDP value ...
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