Marketing Across Cultures Van Bommel

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Advisory market report|
Marketing Across Cultures|
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Advisory market report

ProjectProject Marketing Across Cultures
StudyCommerciële Economie

Date30 November 2012, Urk

Contents

1. Estimated market size …………………………………………….. 3 2. Segmentation……………………………………………………………5 3. Positioning in the target segment…………………………....6 4. Competition……………………………………………………………...7 5. Consumer behaviour………………………………………...……..8 6. Price level..........…………………………………………………..…..9 7. Distribution ..........…………………………………………….……..10 8. Product attributes…………………………………….………….…..11 9. Promotion………………………………………………………………...13

Conclusion…………………………………………………………………..…14

10. Doing business Doing business……….…………………….….15 11. Life style of the average consumer…………….….………...16 12. Most important consumer trends in Italy………………….17 13. Purchase behaviour…………………………………………..……..18 14. Some guidelines …………………………………………..…………..21

Conclusion………………………………………………………………..…….22 References…………………………………………………………….……….23

1. Estimated market size

The Italian market
Every in time is crisis, the import and export market has never known slowly down. The fashion industry is one of the most important industrial sectors in Italy and at world level a very important player. Because the luxury segment are very especially. The shoes market is very big in Italy. For companies in the higher segment. There are opportunities for van Bommel to export in Italy. The research findings show that 91.6% of respondents a price increase in raw materials in 2011 notes. And 46.1 percentage said that there was an increase of 10%. The price of shoes in Italy of retail sales in the first 1 quarter of 2011 was not decrease with 0.9%. The Italian market declined in volume by 0.9%, but rose by 2.2% in value. In Italy, were spending on men’s shoes, exclusive sneakers, 4.2 % to 252.7 million Euros. (http://www.schoenvisie.nl)

Number sold per year/per capita

The number of sold in Italy are very difference, but in the footwear market in Italy there are many figures about this. The CBI notes many of these figures in Italy.

* Italian consumption of footwear was worth 5,757 billion in 2005, or 154 million pairs. * The Italian imported footwear are 3,418 million, or 323 million pairs. (2005) * Over 44% of imports were from developing countries (77% by volume) in 2005

Italy is the fourth largest EU market for footwear, after Germany, France and the UK. Value and volume figures are well below these top three.

(www.redbusqueda.com)
Per capita consumption of Є 98 or 3.3 pairs compares with the EU average of Є 97. However, the average number of shoes is lower than the EU average of 4.3 pairs, indicating more demand for expensive. Volume growth in Italy has been lower at 1.5%. Market growth in 2006 is expected to be less than 2005.

Their loyalty to strong Italian brands of footwear is tested by the wide variety of competitively-priced imports. Market growth is expected to be also flat in 2007, but will start to increase at a higher rate after that.

The market in which Van Bommel targets in Italy is very wide. Van Bommel can in exporting the best focus on the mid since, the average spending on shoes about 98euro. The average Italian consumer buys fewer pairs so that allow price much market share can be gained.

2. Segmentation
Italian shoes are known as expensive leather shoes and the market for Italian shoes is very big, but there is always space for more shoes. We have done the market segmentation for the shoes Van Bommel in Milano. In each paragraph is explained what our target market is and how we segmentate the target. Geographic segmentation

The market is broken down by place. The place we took is Milano, because one group member have don field research in Milano so we have important and useful information of the market in Milano. Demographic segmentation

In this paragraph the market is divided...
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