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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