Fnac Analysis
Table of contents
Introduction 4
1. FNAC PRESENTATION 4 1.1. A company, a concept 4 1.2. Micro-environment 5 1.2.1. STRENGHTS 5 1.2.2. WEAKNESSES 6 1.2.3. PORTER VALUE CHAIN 6
2. MARKET ANALYSIS 7 2.1. Opportunities 8 2.2. Threats 12 2.3. PORTER 5 FORCES MODEL. 13
3. GLOBAL MARKETING STRATEGY 14 3. 1. Segmenting, Targeting, Positioning 14 3.2. Entry Modes Strategy 14 3.3. Mix Marketing 15 3.3.1. Products 16 3.3.2. Price 16 3.3.3. Place 17 3.3.4. Promotion 18
Conclusion 19
References 20
Appendix 23
Introduction
Fnac is the first retailer of cultural and technological goods in France and others European countries. However it is not well-known in Anglo-Saxon countries where the competition faces difficulties because of its lack of adaptation to the environmental changes. That is why we plan the launch of Fnac in Ireland.
To think properly to this setting-up, we will first present the company, its concept and micro-environment. Then, we will analyse the market, and present the global marketing strategy Fnac should implement to achieve its Irish establishment.
1. FNAC PRESENTATION
1.1. A company, a concept
Subsidiary of PPR, Fnac is leader in the cultural goods and leisure distribution marketplace where it is implanted. It offers in a unique place, a large selection of six types of products: books, music, computing, audio, video and photography.
Fnac has also developed services in its stores: * Ticketing for shows and leisure: music, dance, theatre, opera, exhibitions, festivals, sports, amusement parks … * Travel: events, wellness and relaxation, family vacation ... * Gift Cards.
For a more detailed presentation, please refer to Appendix n°1.
1.2. Micro-environment
To analyse the micro-environment of Fnac we will identify its strengths and weaknesses.
1.2.1. STRENGHTS * Thanks to its belonging to the international group PPR (the group has a turnover of € 12,227 billion in 2011, and 38 374 employees),
Introduction 4
1. FNAC PRESENTATION 4 1.1. A company, a concept 4 1.2. Micro-environment 5 1.2.1. STRENGHTS 5 1.2.2. WEAKNESSES 6 1.2.3. PORTER VALUE CHAIN 6
2. MARKET ANALYSIS 7 2.1. Opportunities 8 2.2. Threats 12 2.3. PORTER 5 FORCES MODEL. 13
3. GLOBAL MARKETING STRATEGY 14 3. 1. Segmenting, Targeting, Positioning 14 3.2. Entry Modes Strategy 14 3.3. Mix Marketing 15 3.3.1. Products 16 3.3.2. Price 16 3.3.3. Place 17 3.3.4. Promotion 18
Conclusion 19
References 20
Appendix 23
Introduction
Fnac is the first retailer of cultural and technological goods in France and others European countries. However it is not well-known in Anglo-Saxon countries where the competition faces difficulties because of its lack of adaptation to the environmental changes. That is why we plan the launch of Fnac in Ireland.
To think properly to this setting-up, we will first present the company, its concept and micro-environment. Then, we will analyse the market, and present the global marketing strategy Fnac should implement to achieve its Irish establishment.
1. FNAC PRESENTATION
1.1. A company, a concept
Subsidiary of PPR, Fnac is leader in the cultural goods and leisure distribution marketplace where it is implanted. It offers in a unique place, a large selection of six types of products: books, music, computing, audio, video and photography.
Fnac has also developed services in its stores: * Ticketing for shows and leisure: music, dance, theatre, opera, exhibitions, festivals, sports, amusement parks … * Travel: events, wellness and relaxation, family vacation ... * Gift Cards.
For a more detailed presentation, please refer to Appendix n°1.
1.2. Micro-environment
To analyse the micro-environment of Fnac we will identify its strengths and weaknesses.
1.2.1. STRENGHTS * Thanks to its belonging to the international group PPR (the group has a turnover of € 12,227 billion in 2011, and 38 374 employees),
References: * DISDIER, A-C. ; TAI, S.H.T. ; FONTAGNE, L. ; & MAYER T. 2009. Bilateral trade of cultural goods. Kiel Institute. * A Nielsen Report. 2009. Consumers in a Post Recession World * Mintel Appendix n°3 - Consumption of personal income on recreation, entertainment and education, in million EUR, 2007-2009, in Ireland Appendix n°4 - Competition analytic diagram Nowadays, Fnac has a strong presence in France, with 81 outlets (2010). The company is also expanding internationally with 150 outlets in seven countries: Belgium, Spain, Italy, Portugal, Switzerland and Brazil. Appendix n°3 Consumption of personal income on recreation, entertainment and education, in million EUR, 2007-2009, in Ireland :