Market Entry in Switzerland

This presentation discusses the market entry strategy for a company in Switzerland. It covers various aspects such as target market, product offerings, pricing, advertising, and HR management. The presentation provides insights into the opportunities and challenges of entering the Swiss market and offers recommendations for success.

INTERNATIONAL BUSINESS
Name of the Student
Name of the University
Author Note

Why Switzerland?
• Switzerland is comparatively cheaper in terms of tax rates
• The annual GDP is higher in Switzerland.
• Lower employment rat
• Switzerland is a globally competitive country
• No civil or political unrests
• Inflation rate is also low
• Since population is educated, skilled labour is expected

Pick Company
• Pick is a FMCG company based in the city of Kuwait
• Established in the year 2011
• A new branch was introduced in AUM in 2014
• In 2015, four branches were opened in Alsalam, Qortuba,
Shwaikh and Sea view
• Product : Balanced food items, PICKYO (frozen yogurt),
PICK Coffee and other nutritious food items

Pick’s Balanced Diet
• Main Unique Selling Proposition is providing of Balanced Food
• Balanced food is served by Pick which are freshly prepared
• The nutritional value of each food item is clearly displayed in
the shops
• It is ensured that the food sold is high in protein, fibers and
vitamins while low in fat, sugar and calories
• It possess balanced caloric ratio

Products In Line

Mode of Entry
• Availability of natural resources and raw materials
• Less trouble in business registration due to strictly
followed laws
• Has A1 financial rating, so profits will be made fast
• High standard of living, thus more importance on
healthy food and lifestyle
• It is a federal republic country

Mode of Entry (Contd.)
• Customers may not be willing to pay for the food
• The currency is mostly overvalued
• The exports are based mainly on watches, gold and medicines
• Imports machinery and metals, thus more money required to
start a business

Geographic segmentation
• Switzerland, country in Europe.
• Location: central Europe, South of Germany, east of France
and north of Italy.
• Largest city: Zurich.
• Total area: 41,285 square km.
• Population: 8.5 million.
• A multifaceted cuisine.
• Follows nutrition-based therapy.
• People are health conscious.

Demographic Segmentation
• Age – Infant and teens (0-14 years; 15.09%)
• Age – Female (15-65 years)
• Age – Male (20-70 years)
• Income – an average gross household income is 9,946 francs
per month.
• Lifecycle – families, business people, homemakers, single
working individuals.

Behavioural segmentation
• Swiss people possess the tradition of Western European
mentality. It is deeply rooted in their minds based on the
concepts of freedom, liberalism, pluralism and secularization.
• They have the love for smallness. They resent anyone who
boasts of greatness.
• Strong belief in hedgehog mentality since The World War II.
• They are loyal to their roots and culture.
• Precision and perfectionism are the major ingredients to
celebrate Swiss quality.
• Being punctual and well disciplined are highly praised.
• Swiss are still very popular for their highest saving rates along
with appeals to cut public spending.

Psychographic segmentation
• Switzerland is a multicultural as well as multilingual country.
• This country also tops the rankings for high standards of
lifestyle and wellbeing.
• For deciding over a purchased item, they are more of a ‘value
for money’ people rather than being brand conscious.
• Swiss people are the largest consumers of organic products
and their demand is probably the highest in Europe.
• In spite of the growing popularity of e-commerce websites
and online shopping, they still prefer off line shopping.
• They spend more on healthy, eco-friendly and better quality
products.

Customer Profile
• The main targeted people will be the health conscious
people of Switzerland
• The people who love to have a balanced diet will be
targeted
• Sports persons and young adults will be the primary
target
• Working professionals can also be targeted to relax in
their busy work schedule

Product
• People of Switzerland are famous for cheese and milk
chocolate
• Pick need to prepare the balanced food according to
the tastes and preferences of the targeted people in the
market
• Healthy Frozen Yogurt will be one of the best suited
product in the Switzerland market
• Coffee can also be a targeted product for the company

Packaging
• Pick need to follow the packaging as well as labelling
regulation in Switzerland
• False descriptions are strictly prohibited
• It usually conforms with European Union Food Law
• Specific name of the products produced should be
indicated
• It should also include sales price, metric measure,
unit price among others
• Products must be marked with the country of
manufacture

Pricing
• Pricing should be made according to the market
conditions of Switzerland
• Price of the raw materials are pretty high in
Switzerland
• It should be kept at an average price
• It will help to penetrate into the market
• Pick will also be facilitated from the competition of it
rivals in the market
• Moderate level of pricing should be maintained by
Pick in the market place of Switzerland

Advertising and Promotions
• Promotion through television will be the most
popular advertising medium in the country
• Newspaper will also be an effective mode of
promotion of the products of the country
• Online social media promotions also need to be done,
to attract the tech-savvy people
• Radio can also be used by Pick to promote their
products in the market of Switzerland
• Need to follow the rules and regulations set by The
Commission for Commercial Fairness

HR Management Table
• Positions required in the new market are:
• Marketing Manager
• Marketing Executives
• Sales Executives
• Warehouse Manager
• Purchase Manager
• Accounts Manager
• IT Manager

Staffing Framework
• Step-by-Step approach needs to be implemented
• The steps should include the Supply Analysis, the
Demand Analysis, the Gap Analysis and Strategy
Development
• The people who will be recruited should have proper
knowledge on working in the market of Switzerland
• Need to train the selected candidates through custom
programs
• Relationships should be properly maintained

Position
• The position of Marketing Manager need to be filled
• The candidate should be entitled with attractive
salary, along with the incentives, which will depend
on the performances
• Bonus will be there
• Performance Appraisal every after 3 Months
• Hike in the salary depending on the performance of
the manager

Conclusion
• Healthy opportunity in the market of Switzerland
• Need to follow the rules and regulations of the
country
• Maintaining the healthy balanced diet to attract the
people
• Focus the targeted market in an efficient way
• Innovation should be implemented

THANK YOU
ANY QUESTIONS??

References
• Beerli, A. and Peri, G., 2015. The Labor Market
Effects of Opening the Border: Evidence from
Switzerland (No. w21319). National Bureau of
Economic Research.
• Imdorf, C. and Hupka-Brunner, S., 2015.
Market Entry in Switzerland'. Gender,
Education and Employment: An International
Comparison of School-to-Work Transitions,
p.267.