derwent valley foods
TRANSCRIPT
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Sandeep Kaur (45)
Arantxa Sanchis (14)
Sachin Nikam (44)
Gaurav Dhall (22)
Ravi Sarao (39)
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CASE STUDY SUMMARY
Phileas Fogg is a brand of up-market exotic snackfoods for
adults made by Derwent Valley Food
Company had adhoc success in a few markets includingIndia, China and Mexico
The brand failed to achieve when they launched to
continental Europe
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Contd.. Sales in 1998 was 30 million pounds with profit over 3
million pounds
Continental Europe sales: Around 1 million pounds A through research planning was done to target the
continental Europe market
Various steps taken
Increase in sales
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Discussion Questions
Identify the key reasons why Derwent Valley Foods
experienced difficulties in getting established in the
European market.
What lessons to be learnt for company expanding
internationally?
What Recommended changes would you suggest
Derwent valley foods make to their internationalmarketing strategy?
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What Recommended changes would you suggest
Derwent valley foods make to their international
marketing strategy?
Understand the market before investing. For ex:
conducting consumer research to better know the market
trends.
Should recruit a well experienced expertise for each
country who is aware of the market trends of that
particular country to take care of the marketing
campaign.
Roll out the product with a packaging and style that is
more acceptable and pleasing to the people.
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Identify the key reasons why Derwent Valley Foods
experienced difficulties in getting established in the
European market.
Explosive growth in Britain left little management time to
cope with the tricky problem of steering fog into
continental Europe
Fragmented and sometimes impenetrable national
distribution patterns
Buying groups purchased on behalf of odd groups of
retailers
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Contd..
Concentration on main markets
Proper distribution of work to the person having the
knowledge and experience. Eg A manager was hired for
exports division
Proper pricing
Good and competent distribution channel
Diversification to be done only in the area of corecompetence
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Contd..
Market research to be done beforehand. Eg Frenchpeople had different purchasing behavior to whichcompany should have catered to
Attention should be given to operations of variouscountries