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The market expansion opportunities for a European manufacturing company in a foreign European country: the case of an Italian air conditioning company, RHOSS S.p.A and the market opportunities in the UK

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MA European Business - Dissertation in European Business Strategy 10/09/2000 Fabrizio Biscotti Dr. Steve McGuire VI ANALYSING THE RESOURCES OF THE COMPANY: CHAPTER 2 – THE CASE STUDY OF RHOSS S.p.A. In this chapter, the resources of RHOSS are analysed following the theoretical guides highlighted in the first chapter. Core competencies, distinctive capabilities, vision, mission statement and strategy objectives of this Italian firm, are all disclose in this part of the paper. Michael Porter�s five forces analyses are then organised to study the interactions between the company and its natural environment: the Italian market. This particular study is meant to give the basis for a comparison with the SWOT analysis that later in the paper will examine the potentials interactions of the company with the British market. THE POTENTIAL BUSINESS ARENA: CHAPTER 3 - THE UK MARKET OF AIR CONDITIONERS The chapter is based on the theoretical framework discussed in the first part of the paper: marketing intelligence as preparation for export planning. Marketing intelligence is meant to gather and elaborate those information that are vital for a particular company in a particular moment. Therefore, the study of the British market has been conducted keeping in mind the resources of an Italian medium size company that has to face a completely different reality from the usual business environment. Market segmentation is the very first act. Climate, distribution of wealth, population and typology of housing are all the analytical elements that helped to define the South East of the UK as the potetialy most profitable market segment for residential air conditioners. However, segmenting and targeting potential customers is not enough if the levels of demand are not strong. To study the demand of residential air conditioners, two surveys have been put into action: a potential customer survey and an expert survey. The results of the surveys show a very low potential for residential air conditioning in the segment chosen (the South East) and the following, competitor�s analysis highlights an extremely competitive environment dominated by big

Anteprima della Tesi di Fabrizio Biscotti

Anteprima della tesi: The market expansion opportunities for a European manufacturing company in a foreign European country: the case of an Italian air conditioning company, RHOSS S.p.A and the market opportunities in the UK, Pagina 2

Tesi di Master

Autore: Fabrizio Biscotti Contatta »

Composta da 90 pagine.

 

Questa tesi ha raggiunto 1168 click dal 20/03/2004.

 

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