1. As a small enterprise, the main reasons why Enoch Food Company can successfully enter the European market are:
(1)1980110/0, at an important international food fair in Paris, France, Enoch's "Langdell" cheese was put on the market and was well received by the fair.
(2) Trial marketing in Sweden, which captured 20% of the Swedish cheese market within 10 months, and achieved remarkable results.
(3) Through negotiation with the shipping company, we got the price of $3,600 per shipment, which is lower than the original quotation.
(4) The company decided to provide price subsidies for cheese exported to Europe.
(5) Decided to establish a marketing subsidiary in Paris. The subsidiary manages the company's business development in Europe and ensures the company's image in the world market. At the same time, the responsibility of the subsidiary is to ensure the maintenance of retail inventory and control the sales channels in Europe.
(6) Designate a French company as a distributor to adjust the goods shipped from the United States and sell the products to more than 200 supermarkets and large retail stores in Europe.
(7) A new packaging was developed for this product. This kind of packaging has an airtight but resealable container, which can prevent moisture and extend the shelf life of the product for 3 months.
(8) The product name "Rondel" is in French and the label is also in French. Cheese is round because "Rondel" means round. There are three kinds of products: onion flavor, garlic flavor and Chili flavor. Among them, French onion cheese is the company's fist product, because European cheese manufacturers do not produce this variety.
2. What strategies did Enoch Food Company adopt? What enlightenment can we get from it?
The strategies adopted by Enoch Food Company mainly include:
(1) product strategy: the product name "Rondel" is in French, and the label is also in French. Cheese is round because "Rondel" means round. There are three kinds of products: onion flavor, garlic flavor and Chili flavor. Among them, French onion cheese is one of its fist products, because European cheese manufacturers do not produce this variety.
(2) Packaging strategy: The company has developed new packaging for products. This kind of packaging has an airtight but resealable container, which can prevent moisture and prolong the shelf life for 3 months.
(3) Price strategy: Through negotiation with a shipping company, the freight price of each batch is $3,600, which is lower than the initial quotation; Provide price subsidies for cheese exported to Europe.
(4) Channel strategy: Decided to establish a marketing subsidiary in Paris. The subsidiary manages the company's business development in Europe and ensures the company's image in the world market. At the same time, the responsibility of the subsidiary is to ensure the maintenance of retail inventory and control the sales channels in Europe. Designate a French company as a distributor to adjust the goods shipped from the United States and sell the products to more than 200 supermarkets and large retail stores all over Europe.
(5) Promotion strategy: 1980 1 1. At an important international food fair in Paris, France, Enoch's "Rand" cheese was introduced to the market and won favorable comments from the fair. After that, a trial sale was conducted in Sweden, and 10 captured 20% of the Swedish cheese market within a month, with remarkable results.
Enlightenment: the success of product marketing depends on "overall marketing strategy", and it is difficult to win by any single strategy alone.