For many people living abroad, being able to find tasty food that reminds them of home can be very important. Over the last 25 years, many people from Central and Eastern Europe have found themselves moving away from home in search of work. In the 2011 census, over half a million Polish people were recorded as living in the UK, for example, with Germany and France also being home to a fair number (Sedghi, 2012). As a result, shops have sprung up here and elsewhere to cater for their needs, selling products from Central and Eastern Europe. Supplies can also be sourced via the Internet and some larger supermarkets also stock limited ranges.
According to a Maiseviciute (2014) writing for Mintel, Polish people really love their snacks, and with obesity on the rise there is an increasing demand for healthy versions of favourite products.
One food company supplying the needs of Polish people at home and abroad is Sante. It was set up in Poland in 1992 and now exports to over 45 countries worldwide. In many cases, it has followed its existing customers to various corners of the earth. It produces healthy food which includes muesli, granola, soya products and packets of nuts and seeds. It often enters countries by working with specialist importers such as MSM in Leeds, which has specialised in Polish foods since 1988, or Interaltus in Estonia.
In its home city of Warsaw, where the Sante Head Quarters is situated, the staff canteen is used as a restaurant by local members of the public. Traditional Polish food features on the menu, but so does a variety of vegetarian dishes and inventive cakes incorporating ingredients such as spinach. Since August 2015, the HQ also has a Wellness Centre, offering a health spa, massages and a focus on women’s health. Apart from this and the concentration on health foods, Sante has also been instrumental in introducing “Slow Jogging” to Poland (http://www.slowjogging.pl/). It also gets involved with other health and exercise initiatives, involving the general public. The Head Office also has a conference room available to the general public with audio-visual equipment and on-site catering. In the next year or so, Sante also plans to convert the next door tower block into a hotel.
Recently a new Marketing Director started at Sante and you are working with him over the next few months as an intern. As part of the background work on the new Director’s overall Marketing Plan, he has been considering whether to expand in any of the countries where Sante already has a presence, or to enter a new market where there is untapped demand. He feels it would be best in the short term to stick to exporting the food products, but might consider branching out and setting up a Wellness Centre elsewhere as well, perhaps in one of the more mature markets. He met some British people recently who said they were not aware of the Sante brand, but that might be because of how they are distributed in the UK. Another concern is that some Polish people are starting to return to their home country (Whitehead, 2015), so he feels it may be best not to rely too heavily on this segment for future growth. He has therefore decided to ask you to investigate how to increase income from a market Sante do not currently operate in. You can select a country of your choice, however the one you target cannot be your own home country.
Your Brief:
You must prepare a business report for the team. The report will focus on three areas:
1. Investigating the market of your choice.( I would like my country to be France)
2. Recommendations on how to enter that market ( should include 4 p’s, SWOT Analysis, PESTEL and Porter value of chain framework)
3. Some ideas on how to communicate with the potential customers and you must use marketing theories as 50% of the marks come from marketing theories .
The Report will be 3000 words (excluding table of contents, executive summary, reference list and appendices). Any tables, figures diagrams etc. are included in the wordcount.
The source of all data, models, concepts and theories are to be given using Harvard Referencing throughout. You are recommended to consult the Citing References Guide available on NOW at http://ntu.ac.uk/llr/document_uploads/66061.pdf.
Last Completed Projects
topic title | academic level | Writer | delivered |
---|
jQuery(document).ready(function($) { var currentPage = 1; // Initialize current page
function reloadLatestPosts() { // Perform AJAX request $.ajax({ url: lpr_ajax.ajax_url, type: 'post', data: { action: 'lpr_get_latest_posts', paged: currentPage // Send current page number to server }, success: function(response) { // Clear existing content of the container $('#lpr-posts-container').empty();
// Append new posts and fade in $('#lpr-posts-container').append(response).hide().fadeIn('slow');
// Increment current page for next pagination currentPage++; }, error: function(xhr, status, error) { console.error('AJAX request error:', error); } }); }
// Initially load latest posts reloadLatestPosts();
// Example of subsequent reloads setInterval(function() { reloadLatestPosts(); }, 7000); // Reload every 7 seconds });