Foreign Market Analysis: Export Plan for Belgian Chocolates to Italy

This report provides a detailed foreign market analysis and export plan for a Belgian chocolate company, specifically 'Mary,' aiming to enter the Italian market. It begins by describing the Belgian chocolate industry and the company itself, highlighting Mary's history, quality focus, and international presence. The analysis then shifts to the Italian market, examining macro-economical factors such as political, demographical, and trade policies. It assesses the overall market position, including chocolate consumption trends, market segmentation (dark, milk, white, pure, compound), and alternative market options like fruits and sweets. The report outlines Mary's proposed strategies, focusing on the 4 P's of marketing: product, price, promotion, and place, considering the differences between Northern and Southern Italy. The conclusion acknowledges the challenges in the Italian chocolate industry, such as reduced consumption, but emphasizes the opportunity for innovation and new tastes. The document also presents the references used for the analysis. Desklib offers students access to similar documents and study tools.

Foreign Market Analysis
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Introduction
This presentation has been presented to analyze an
export plan of a chocolate company from Belgium in
the market of Italy.
In this presentation, various internal and external
factors if a company has been analyzed to prepare an
effective export plan.
This plan would help the company to enter into the
destination country and perform the good business
into the new market.
This plan would also assist the company to make
various better plan and strategies to achieve the
goals and objectives of the company.

Continued:
An export plan makes it easy for the
company to enter into the new economy
with the planning. In this report,
chocolate industry of Belgium market has
been analyzed firstly and further, the
MARY, chocolate company has been
analyzed.

Export Plan
Export plan is a guideline for a company to develop the
international business.
This export plan consist the identification of market, various
goals and objectives of the company, activities, various
methods to achieve the goals and objectives, expected results
and required resources.
This plan would also assist the company to make various better
plan and strategies to achieve the goals and objectives of the
company (Do, 2011).
Further, this report would also assist the company to make
various better strategies about the products and services into
the Italian market.
The chocolate business would run easily and with efficiency in
Italian market.

Product and Company
Description
For preparing the export plan of chocolate
in Italian market, chocolate analysis has
been done and the company which is
Mary has also been analyzed.
This company is operating its business
from 1919 and this company has proved
itself as one of the biggest chocolatier
company.

Product Description
Belgian chocolates are the world famous
chocolates.
Belgian and Switzerland are known as the
country of chocolates. Various awards and
the titles have been won by Belgian
chocolates.
This market is the largest chocolates
exporter market worldwide (Verna, 2013).
Around € 1 billion sweet stuffs are sold by
this market every year.

Continued:
According to a detailed report, in 1998-2010,
Belgian chocolates DNA have been studied and
the factor which driven the consumer crazy have
been identified.
The export strategies of Belgian chocolates are
quite effective and thus this chocolate market is
Belgian chocolate industry is the major industry in
Belgian market form 19th century.
According to a report, 25% of the exporting
companies of the country are chocolate
companies only.

Company Description
The export plan has been prepared for Mary
Delluc.
This company is operating its business from 1919
and this company has proved itself as one of the
biggest chocolatier company.
This company has pursues quality and excellence
and it has also created a legacy that helped the
company to become a standout in chocolate
world.
This company has been awarded as Belgian Royal
Warrant by the King Leopold.

Continued:
This company has focused over the quality and made
various changes into its policies and strategies to
enhance the position of the company.
The diversification policies of the company has been
discussed and found that most of the revenues are
generated by this company through exporting the
products into other companies.
The international presence of this company is bit
strong.
The taste and packaging of Mary chocolates make it
different from other chocolates and thus the demand
of the chocolate is quite higher in the market

Destination country
Currently, the Mary is planning to enter
into the market of Italy.
The economy of Italy is quite better.
• Macro economical factors of Italy explains
that the economy of the company has
been better and various positive changes
have taken place into the position of the
company (Lange, George and Maurizio,
2016).

Macro Economical Factors
Political aspect:
Italian government and politics are a fusion of republic and
democracy along with the representation in parliament
which rules over the country.
Demographical aspects:
The demographical part of the country has been divided
into 2 parts in which first part is industrial developed part
which is in north Italy and other part is agriculture area
which is situated in south Italy.
Unemployment rate of south is quite higher and thus this
part of Italy is undeveloped. The main industries of this
country are textiles, steel, chemicals, motor vehicles,
ceramics etc.

Continued:
Trade Policies:
Italy is the member of European Union.
And according to the policies of European
Union.
According to European Union, each
company has to reduce the level of
barriers for foreign countries and must
welcome the international companies to
enter into the market and enhance their
market into the Italian economy (Saltari