Business Plan. How to Enter Foreign Market

EXECUTIVE SUMMARY Nature & Decouvertes, as the name suggests, is a French brand selling original products related to nature discoveries with a varied range of equipment and accessories intending to cultivate nomadic spirit and connect humans with nature.‘Offer the best of the world, for a better world’ is what Nature & Decouvertes is willing to sell by being actively involved into environmental association The concept has already met a great success in France, Belgium, Germany and Luxembourg, which have revealed the high receptiveness of foreign market. After carefully analysing Sweden, Netherlands and Denmark as potential markets, going from their urban area to their level of environmental commitment, we strongly recommend an entry into the Dutch market and have high expectations on its results. We suggest entering the Dutch market thanks to a Wholly Owned Subsidiary strategy (WOS). In fact, as it was a success for the company implementation in Germany and as this entry mode provides the highest level of control on the store, we think it is the best way penetrate the Dutch market and realize a successful implementation of the concept in Amsterdam. We believe that the city of Amsterdam could be a great option for a first entry into the Dutch market. As a matter of fact, through a PESTEL analysis of the Amsterdam metropolitan area, we have found that the local government’s strategy is to create an international business environment welcoming foreign ventures. In addition, we believe that the values held dear to the citizens of Amsterdam correspond perfectly to Nature & Découvertes’ will to offer quality products with a sense of ethics and responsibility. Furthermore, we have found that Amsterdam is the city displaying the largest proportion of young adults and a strong sense of responsibility concerning sustainable development practices. The company is cash rich and therefore has two options regarding the funding: it can either use its own cash or get a loan from the bank, depending on the company’s future goals. We strongly believe in the strength of sensorial marketing strategy within the shop. As the ideology of N&D isn’t to sell a product but to sell an experience in a “museum-shop”, awakening the 5 senses is an appealing tool to make the customers purchase by curiosity. The specificity of the brand is that consumers aren’t only money generator but a veritable actor of the environmental change. The ‘One product bought, One tree planted’ communication strategy is willing to involve consumers and give them an instantaneous result of their participation. 

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