Investigate what country Santé a Polish food company that supplies the needs of Polish people at home and abroad, should enter to further expand their enterprise.

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.
2. Recommendations on how to enter that market
3. Some ideas on how to communicate with the potential customers.
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 word count.
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.

Executive Summary
The aim of this report is to investigate what country Santé a Polish food company that supplies the needs of Polish people at home and abroad, should enter to further expand their enterprise.

Introduction
Santé 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 (Santé, 2015). It often enters countries by working with specialist importers. This report will focus in justifying why Santé new Marketing Director should take the business to France. It will outline the reasons for the company to enter a foreign market and why they should enter that market. External and internal environmental analysis will be conducted as well as SWOT analysis and segmentation to justify the country of the new market of choice. A few marketing theories will be also used to further support this report.
Choice of country

Around one million Polish people live in France, concentrated in the Nord-Pas de Calais region, in the metropolitan area of Lille and the coal-mining basin (Bassin Minier) around Lens and Valenciennes. There are estimates of 350,000 Poles living in Paris (Sedghi, 2012). France has amazing potential for Santé products to sell not only because there are a lot of Poles living in France but also because France has a good economy and it’s located in Europe which means it would be cheaper to export Santé products.

The CAGE framework identifies Cultural, Administrative, Geographical and Economic distance that should be taken into to account when going International (Ghemawat, 2012). Between France and Poland some differences are easily identified for example cultural difference such as different languages, although Santé products will be targeted primarily to the polish population living in France, the language factor still has to be taken into account because it will be essential for Santé owners, managers or representatives to learn French because it will be useful when shipping products or when visiting the country. Refer to Appendices 1 for full comparison between France and Poland.

External Environmental PESTEL

External environment analysis is very important before a business is started in a particular country, below are the PESTEL analysis for France.

Political Factors. Considering the political part many factors have to be taken into account. France is a developed country the political environment there is stable in the sense that there is no political trouble, no war, no political crisis, and no conflict; this is a good factor which can attract investors and new business entry. In another way setting up a business in France required a lot of capital from the investors. In certain territories in France like: Mayotte, Saint Pierre and Miquelon, Wallis and Futuna, Monaco, the government has fixed an investment limit of 1 500 000 Euros for foreign enterprises.

Economic Factors. One important factor which contributes a lot in doing a business in another country is the economic position of this country. The economic situation is related to many factors such as: interest rates, level of inflation and employment, gross domestic product of the country (GDP). The GDP real growth rate of France has increased from (0.3% in 2008 to 8% in 2009), this reveals a better economic situation of the pays although the phenomenon of recession; in fact France weathered the economic crisis better than the other big countries of Europe.

Social Factors. France population in 2010 was 65,056,792. The age structures of France population are 0-4years 18.5%, 15-64 years 65% and 65 years above have 16.5%.The population growth rate of France is 0.549%.The life expectancy of France, male average age is 77.78 years and female average age is 84.34 years. The literacy rate of France has 99% of total population. France is highly developing country there are 75 percent of the people staying in the cities. There are two languages spoken by people one as French and another is Catalan.

Technological Factors. France has an excellent scientific and technological environment. As being the world’s 4th industrial power, one of the world leader in space technology, in nuclear energy, in computer engineering, in environmental protection. All the credit France owes to its quality education system which includes 230 engineering colleges and 87 universities which are well known for their research. Technological and industrial growth funded by the government helps in increasing the standard of living of people. France spends about 2.2% of its GDP for the development of its technology and industrial growth on research and development.

Environmental Factors. In France, forest covers about 30.3% of land. France is the first country to have a separate ministry for environment. France is been ranked 17Th for carbon dioxide emissions. This could be achieved as Frances 78% of energy production comes from nuclear power. France has even imposed a carbon tax. It’s about 17 Euros per ton of carbon dioxide emitted. It contributes about 4.5 billion Euros per year. France carbon emission is about 382,870 kt. being a member of G8 France has decided to cut short its carbon emission by about 20%.

Legal Factors. Hiring: Written contract are mandatory to all grades and levels. It should be in French. Firing: cannot be removed unless the organization specifies one of the claws mentioned in the French law. The dismissal process on disciplinary basis is very official and failing to pursue the practical steps, even where the firing is clearly reasonable on the merits, May effects in the Courts overturning the firing and ordering the recall of the employee (Connection, 2015).
Internal environmental analysis Swot/Segmentation Analysis

Strengths. The French economy is strong and stable this is a major key for foreign investors, Santé should use this for their advantages.
Weaknesses. Cultural differences such as language could be a barrier for the polish company.
Opportunities. There’s opportunity for expansion and growth although Santé is already operating in several other countries.
Threats. Other established businesses can present a threat to Santé.
Santé should segment their consumer market on cultural segmentations basis because of the nature of their business, their profits would come first and foremost from Poles living outside of Poland looking for original authentic Polish food.
Conclusion

France being at the heart of Europe has a great advantage. It has world’s largest consumer market consisting about 500 million consumers. France also is the leading destination for tourism and the French government provides a great support for foreign investment.

References
Sedghi, Amy. “Europe: Where Do People Live?”. the Guardian. N.p., 2012. Web. 16 Feb. 2016.
Cases about Redefining Global Strategy, Ghemawat, Pankaj and Jordan Siegel, Harvard Business Review Press, 2011, Chapter 2, 2012. Web. 16 Feb. 2016.
Connection.ebscohost.com,. “France: In-Depth PESTLE Insights”. N.p., 2016. Web. 16 Feb. 2016.
Appendices
1.