Jeff de Bruges in California
Jeff de Bruges in California
Rami
MKTG 445
Table of Contents
Introduction………………………………………………………………………………………………3
Jeff de Bruges Description…………………………………………………………………………..4
US. Market………………………………………………………………………………………………5-6
Political Environment………………………………………………………………………7
Cultural and Social Differences…………………………………………………………8
Study of the Economic Market……………………………………………………..9-10
Competition………………………………………………………………………………10-12
Jeff de Bruges Customers……………………………………………………………12-13
Marketing Plan…………………………………………………………………………………………..14
Marketing Mix……………………………………………………………………………14-15
Marketing Strategy…………………………………………………………………….17-18
Summary…………………………………………………………………………………………………..19
Conclusion…………………………………………………………………………………………………20
References…………………………………………………………………………………………………21
Appendix…………………………………………………………………………………………………...22
Introduction:
As it is known today, many companies from all over the world are seeking to enter foreign markets. European, Asian, and American markets are becoming very attractive. Due to the globalization concept, individuals and businesses are expanding not only in their local countries but outside as well in order to become bigger and make more profits. The following report will give an idea about the well known “chocolatier” Jeff de Bruges and its expansion plan in the U.S market and exactly in California. The memo will include an overview of the company as a whole. In addition it will study the American market and the consumer. After providing all the necessary data about the market, a marketing plan will be discussed according to the environment. Finally a brief conclusion about the expansion strategy will be elaborated. In order to complete the following report a lot of research was conducted, it mainly included secondary data, since it was difficult to get primary data from key managers due to the location of the main store in France.
Jeff de Bruges Description:
The Belgian chocolate brand Jeff de
Rami
MKTG 445
Table of Contents
Introduction………………………………………………………………………………………………3
Jeff de Bruges Description…………………………………………………………………………..4
US. Market………………………………………………………………………………………………5-6
Political Environment………………………………………………………………………7
Cultural and Social Differences…………………………………………………………8
Study of the Economic Market……………………………………………………..9-10
Competition………………………………………………………………………………10-12
Jeff de Bruges Customers……………………………………………………………12-13
Marketing Plan…………………………………………………………………………………………..14
Marketing Mix……………………………………………………………………………14-15
Marketing Strategy…………………………………………………………………….17-18
Summary…………………………………………………………………………………………………..19
Conclusion…………………………………………………………………………………………………20
References…………………………………………………………………………………………………21
Appendix…………………………………………………………………………………………………...22
Introduction:
As it is known today, many companies from all over the world are seeking to enter foreign markets. European, Asian, and American markets are becoming very attractive. Due to the globalization concept, individuals and businesses are expanding not only in their local countries but outside as well in order to become bigger and make more profits. The following report will give an idea about the well known “chocolatier” Jeff de Bruges and its expansion plan in the U.S market and exactly in California. The memo will include an overview of the company as a whole. In addition it will study the American market and the consumer. After providing all the necessary data about the market, a marketing plan will be discussed according to the environment. Finally a brief conclusion about the expansion strategy will be elaborated. In order to complete the following report a lot of research was conducted, it mainly included secondary data, since it was difficult to get primary data from key managers due to the location of the main store in France.
Jeff de Bruges Description:
The Belgian chocolate brand Jeff de
References: • (2004). Four Principles of the Marketing Mix, retreived Mai, 2nd, 2009, from http://www.provenmodels.com/13/four-principles-of-the-marketing-mix/mccarthy • (2008) • (2009). The Gourmet Retailer, retrieved April, 24,2009, from http://www.gourmetretailer.com/gourmetretailer/trends/index.jsp • (2007) • (2008). Leonidas, retrieved April, 28th, 2009, from http://www.leonidas-chocolate.com/madisonave.html • (2008) • (2006). South Coast Plaza the Ultimate Shopping Resort, retrieved Mai, 4th, 2009, from http://www.theoceanfrontca.com/pdf/shopping_southCoast.pdf • (2008) • W.K., & M.G. (2005). The Global Marketing Mix. Global Marketing (p.418). Singapore Appendix: