The company Godefroy Diffusion wants to enter the Danish market for cosmetics and hygiene. To this end, the company manager Alain Thibaux is attempting to understand the structure of this market in two ways: - conducting a study of the Danish cosmetics market. Prospecting the demand of insurance from COFACE.
These two missions will allow one to assess the presence or absence of opportunities and consider a possible settlement with the help of insurance prospecting. The company markets its products under two brands of natural beauty which are: Algologie, which is reserved for selective distribution in beauty salons, health centers, and spa centers, and Fleur de Merm which is reserved for direct and large sales.
Godefroy Diffusion is already present on the world market in 15 countries (Australia, Canada, Finland, Taiwan etc.) with this method of distribution, and wants to expand its global presence by entering new markets such as Denmark. Before any final decision of penetration, one can study the Danish market for perfumery, cosmetics and toiletries.
Despite an increase of 38% (in value) in terms of production of perfumery, cosmetics and toiletries on the Danish market from 2004 to 2006, it remains insufficient to meet the needs of the population.This is one of the reasons why import is essential and is increasing in the Danish market .
Moreover, in this sector French Brands are appreciated by Danish, and have earned a strong reputation. France has positioned itself as a leader on the Danish market and a main supplier, with Germany coming in second. Indeed the share of French products in imports to Denmark increased from 22% to 25% in a period of only two years.
Denmark is a country where the consumption of cosmetics per capita is modest and the size of the market remains relatively low. There is a strong demand for perfumery, cosmetics and toiletries from abroad with the main importer being France.
Tags: Godefroy Diffusion, market research, Denmark cosmetic market
[...] The warranty is automatically renewed if the level of income specified in the contract is reached. Goals Encourage businesses to seek markets abroad by supporting them financially and by ensuring against the risk of failure of these actions Conditions • • French industrial, commercial or service company or groups of companies • • Turnover exceeding € • • Benefits mainly of French origin Warranty claim can be made by mail, fax, phone or online data entry on the site of COFACE. [...]
[...] Market research of Godefroy Diffusion, Denmark (2007) Introduction The Godefroy Diffusion society wishes to enter the Danish market for cosmetic and hygiene products. Dr. Pou, the manager of the company, and Mr. Alain Thibaux need to know the structure of this market, and have thus entrusted us with two missions: - Study of the Danish cosmetics market - Demand of a Market Survey from COFACE These two missions will allow us to assess the presence or absence of opportunities, and to consider a possible settlement with the help of marketing insurance. [...]
[...] Strengths: Godefroy Diffusion has a real expertise with 10 years experience in the foreign market. It has developed and increased its market share thanks to its vocation of exporting including a good command of the European sector. Its size also turns out to be an advantage because it is proportional to the Danish population. Finally, the major asset of this company is that it is forward thinking in its range, focusing mainly on organic products that are now booming in Denmark. [...]
[...] Independent trade "isolated": Point of sale held by an independent trader who is not affiliated to any network. Often, these stores do not carry a Brand. Associated trade: This defines the grouping of traders who jointly exercise certain activities while remaining independent. The most common form of trade is associated with the franchise. Integrated trade: Networks of outlets organized and controlled by a group belonging to a family, investors or shareholders owning stock or not. The outlets are run by employees of the group. [...]
[...] VPC (Mail): The VPC is a method of sale where the buyer and seller never meet. The entire transaction, from ordering to payment, is done remotely. Selective distribution: Distribution method that involves a process of selection of outlets. Import agent: He buys products for resale. [...]
APA Style referenceFor your bibliography
Online readingwith our online reader
Content validatedby our reading committee