Jeff de Bruges in California

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Jeff de Bruges in California

Rami
MKTG 445

Table of Contents

Introduction………………………………………………………………………………………………3 Jeff de Bruges Description…………………………………………………………………………..4 US. Market………………………………………………………………………………………………5-6 Political Environment………………………………………………………………………7 Cultural and Social Differences…………………………………………………………8 Study of the Economic Market……………………………………………………..9-10 Competition………………………………………………………………………………10-12 Jeff de Bruges Customers……………………………………………………………12-13 Marketing Plan…………………………………………………………………………………………..14 Marketing Mix……………………………………………………………………………14-15 Marketing Strategy…………………………………………………………………….17-18 Summary…………………………………………………………………………………………………..19 Conclusion…………………………………………………………………………………………………20 References…………………………………………………………………………………………………21 Appendix…………………………………………………………………………………………………...22

Introduction:

As it is known today, many companies from all over the world are seeking to enter foreign markets. European, Asian, and American markets are becoming very attractive. Due to the globalization concept, individuals and businesses are expanding not only in their local countries but outside as well in order to become bigger and make more profits. The following report will give an idea about the well known “chocolatier” Jeff de Bruges and its expansion plan in the U.S market and exactly in California. The memo will include an overview of the company as a whole. In addition it will study the American market and the consumer. After providing all the necessary data about the market, a marketing plan will be discussed according to the environment. Finally a brief conclusion about the expansion strategy will be elaborated. In order to complete the following report a lot of research was conducted, it mainly included secondary data, since it was difficult to get primary data from key managers due to the location of the main store in France.

Jeff de Bruges Description:

The Belgian chocolate brand Jeff de Bruges was founded in 1986 in France. It was known for the best quality chocolate in the market and was competing for other known brands. After about 23 stores where opened in different countries such as: Spain, Tunisia, Morocco, Algeria, Italy, Arab Emirates, and the list goes on; today the company has 240 shops growing continuously. In addition to chocolate, truffles, and pralines Jeff de Bruges produces and offers a wide variety of dragees (almond candy) during the summer in order to serve customers who are planning for their weddings. Jeff de Bruges is today known for its best quality chocolates as well as its attracting gift-wrapping and has won many rewards. The company is serving about 50 different kinds of chocolates for different seasons and occasions such as Christmas, new year, Valentine’s Day, Easter, weddings and so on. Since Jeff de Bruges’ stores are opened in different countries, it will be a great idea to open a store in the U.S. The following pictures show the product line that the company offers to its clientele.

Expanding in the U.S:

Since the company is seeking to expand in different foreign markets, it would be a good idea to consider the U.S market. As Americans interest toward purchasing high-end products especially European brands, chocolate is an important part of this trend. The consumer today is becoming more aware of the foreign brands of chocolate due to the franchises that are all the time entering U.S markets such as Godiva, Leonidas, and so on. People are more concerned to different brands, they are able to search each brand and know about chocolate through the Internet, magazines, advertising, and other means. In addition consumers are able to travel and taste different kinds of chocolate, therefore they have an idea about the chocolate types and tastes available in the market. According to the book “The global marketing “, franchising gives the ability to transfer a company’s know-how to new markets. So opening Jeff de Bruges as...
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