Abstract
Our company Le Gourmet Givré© is one of the biggest and most famous brand of "frozen gourmet ready meal? in France. Le Gourmet Givré was created in 1984 by Alexandre Hembert, Charles Garland and Sarah Reix, three entrepreneurs, who saw in the micro-wave democratization a huge opportunity. In 1981, 3 % of French houses had a micro-wave. Four years later, 55% were equipped with them. Our company was the first to propose "frozen ready and real meal? on the French market, which was totally revolutionary. For the first time, the consumer can have a quality meal without any cooking. He just needs to put it in a micro-wave. It was a totally new way to access and to consume quality food. After twenty-five years of activity, Le Gourmet Givré wants to grow and enter the international market. Le Gourmet Givré is considering entering the Irish market. The Irish market is totally different of the French market in terms of size, organization and cultural perception of product. Through this study, we want to give to our company a clear view of the market and to select the most adapted way to penetrate the Irish market. We will determine which kind of implementation we need to put in place. In the first part, we will conduct a PEST analysis of the Irish market, to identify the context and the specificities of the External Environment of the "Frozen Gourmet Ready Meals? market. After the PEST, we will be able to propose and justify the most appropriate market entry strategy. In the third part, we will define a marketing mix for the chosen product in Ireland.
