Abstract
Kosta Boda is a Sweden company of design and making high quality of glassware and art glass. Founded in 1742, Kosta Boda is today a reference in this sector in Sweden. Its originality, its know-how and numbers of famous designers inside the company gave to Kosta Boda an image of luxury, originality, and strong values.
They are implanted, among others, in US where they made 20% of their turnover (60% in Sweden) and in 20 other countries. Although already selling products in France, Kosta Boda would like to extend their enterprise to reach a new market. The development of the decoration market in France will allow to Kosta Boda to get in a dynamic market and growing. This market in 2007 represented a turnover of 5.3 billion Euros (approximately 15% of the market for household equipment, according to a survey of Eurostaf), and in 2010 it is estimated between 7 and 10 billion Euros.
To set the strategy for implementing Kosta Boda in France, you will find in this portfolio talking about the an internal and external analysis of the company, an environmental analysis including the intensity of competition, and goals to achieve. We will also study the ideal target for the development of the company, and we will present you our recommendations about the best tools to use in the French market to be known by consumers.
Extract
[...] The second important point for Kosta Boda is a summary of the French Importations. French people or companies import 700 million Euros of tableware products in 2007. It is 200 millions more than in 2005. Products from china are imported a lot and the problem is that their products are cheap with a low quality. This is why Kosta Boda has to keep or increase is quality to differentiate his products with the Chinese one. SWOT analysis External: Threats: - Lot of competition in France - Luxury goods ? [...]
[...] All of Kosta Boda's glasswork is realized according to the genuine Swedish handcraft, in traditional workshops. This undeniably adds to the perceived value of the products. The price policy of the brand is more affordable compared to its French based competitors. As a result, a strategy of differentiation by the image would be relevant. To do so, we should emphasize the highly creative image of the brand and the uniqueness of its products, as well as their authenticity and quality. [...]
[...] The exposition of Art - Claude Monnet in Paris In order to penetrate the French market, we have to realize a partnership. It would permit us to get into the mind of people trough something which is well known in France. Currently most of the competitors of Kosta Boda are linked with different brand. Barracat is linked with Taittinger (specialized in Champagne and owner of a big part of "le Louvre museum"), Saint Louis is linked with Hermès, Lalique is linked with Pochet (leader in luxury perfume bottles) and Daum is linked to tetrad goldsmith). [...]
[...] Moreover we can see that the turnover decreased from 2004 to 2005 of whereas the investment increase. The reason is that consumers are now versatile. Indeed French people prefer spending their money in leisure and travel. Moreover wedding list are less popular because of the fact that French people spend less money in cutlery and crockery because they buy more often cheapest product to follow trends. However, even if this figures can scare kosta boda to integrate the French market, the situation changed. Indeed, in 2008 the glass market represents 70% of the tableware. [...]
[...] Have you already purchased Kosta Boda? Etc . ) All this will be done in order to know the link between the company and the target, and to know if the communication used permit to reach the objectives of recognition to French customers. These controls and evaluations are essential in order to better manage the results of the communication plan, to see if whether objectives are being met and if not, why it failed and what solutions it is possible to put in place to fix it. [...]
