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International marketing case study: The mineral water MOUZAïA

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  1. Introduction.
  2. Situation analysis.
    1. Description of the product and its environment.
    2. Description of the Belgian market.
  3. Development of a strategy.
    1. SWOT analysis.
    2. Market/segment.
    3. Tangibles/intangibles analysis.
    4. Differentiation element and competitive advantage.
    5. The Prisma effect.
    6. The strategy to export and the non-tariff barriers.
    7. Marketing mix (4P's).
  4. Conclusion.
  5. Bibliography.

Within the framework of our course, Marketing Internationally, we were invited to realize a group work on ?which marketing strategy could Mouzaïa adopt in order to establish its products in French speaking Western Europe countries?? From the beginning, we felt involved in the topic as we are students in International Management; we consider this work as a great experience to have a better understanding of the challenges that we will have to face when marketing internationally. It is important for us to master the strategic dimensions to put into practice in foreign markets. Therefore, this work will enable us to be creative and strategic oriented when developing a marketing plan that has to be adapted to international environment.At first sight, we had the idea, as a lot of others, to change every single detail of the product. After struggling on too many details, we thought about changing our marketing strategy into a simpler one. That is how we came to the idea of reaching the local ?maghrebian? population. Concerning our methodology, we mainly based it on documents coming from the Internet, on the marketing book of mister Vandercammen and on the course of our professor Mr. Derive, Marketing Internationally. This paper is divided in two main parts: The objective for the first part is to try to analyze and to understand the domestic market (Algeria) characteristics better, the product specificities and the host market (Belgium) opportunities. The objective of the second part of this group work, is to develop a strategy to penetrate the Belgian market. To do so, we will analyze the company's swot analysis, the competitive advantage that will derive from it, the market segment to use and the differentiation elements. From this point, we will set up our strategy and the tools we will use to penetrate the Belgian market as efficiently as possible.

[...] Non-Tariff Barriers In the water field, due to the potential dangers in terms of drinking water, several international and national norms have to be respected when you enter a country. - International norms: Firstly, you have the Directives de l'OMS sur la qualité de l'eau de boissson which is a guide for the establishment of national norms. It includes recommended values and represents an evaluation of social, economic and environmental factors which have to be considered when you establish national norms. [...]

[...] This way of testing the market would be advantageous also in terms of costs (investments) limitation because thanks to the segment chosen, the product has not to be totally redesigned, even if some few changes need to be accomplished as we will develop this point in the marketing mix. Tangibles/intangibles analysis At this stage, it is important, in order to have a deeper analysis of the product, to develop tangible and intangible dimension of the goods. In other words, we will now tackle how the product is meeting the customer's needs and their search for satisfaction. [...]

[...] Indeed, the packaging, the property and clearness of a bottle have two main impacts: first, it reminds to the customer that water is synonymous of vitality and purity, and secondly, a label on a product is decisive on the purchasing action. o Design of the bottle In order to be coherent with our core strategy, we thought that the design of the bottle should remain as close as it is currently. That means that we want to keep the colors of the bottle, its spirit, and its appearance. [...]

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