Microeconomical Analysis and Marketing Strategy for Louis Poulsen

This report provides a microeconomical analysis of the lamp markets in Brazil, Mexico, and Canada for the company Louis Poulsen. It examines customer groups, buyer behavior, and consumption patterns in each country, highlighting that Canada presents the most significant opportunity due to its diverse customer base preferring premium products. The analysis identifies competitors, market size, and marketing mix strategies (product, price, place, promotion) tailored to each market. In Brazil and Mexico, the report suggests focusing on economic goods, while in Canada, the emphasis should be on high-end lamps. Distribution strategies involve exporting from the US and utilizing local distributors. Promotion strategies include both offline and online marketing campaigns, including social media marketing. The conclusion recommends that Louis Poulsen prioritize expansion into the Canadian market due to its larger market size and favorable consumer preferences, while also considering the potential of low to medium range lamps in the other two countries.

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Marketing Management
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Marketing Management 1
The purpose of paper is to enlighten the reader with the details about the microeconomical
analysis of the countries Brazil, Mexico and Canada. The details of all the three countries is
analysed so as to help the organization to analyse most prospective country from the three for the
lamp organization Louis Poulsen. The company Louis Poulsen is a US organization that serve
high end lamps to the people in the environment. The organization is looking for the
environmental analysis of these organizations so as to analyse the lamp market and the
opportunities for the company to enter in the market1.
The customer group for the lamp manufacturers in Brazil and Mexico is small as there are not
enough people present in the market who purchase attractive and fashionable lamps for their
houses in the market. Instead, these people make use of cost effective led lights to furnish their
house. However, the customer group of Canada is diverse, as the people present in this industry
prefer using premium products to decorate their house. The buyers of Brazil and Mexico does
not prefer purchasing such high end goods in the environment, while in Canada people love
decorating their house with such differential and classy products.
There is not enough competition in the Brazil lamp market as not many people go out of their
houses with the mind-set to shop lamps. Resulting in which the market size of the industry is also
small. Local shops of lamps are the major competitors for the company Louis Poulsen in the
Brazilian market. Further, the market structure of Mexico is also kind of similar as the people do
not have enough cash in hand to shop of lamps due to which not many competitors of lamps are
present in the market. However, in Canada the market size is big as there are many companies
prevailing in the market that sell lamps to the people. Starlight Lighting is one of the most
famous companies that deal in premium lamps in the Canadian market. Below mentioned is the
marketing mix strategies for the company in all the three markets:
Product: in Brazil and Mexico, the company should focus on selling economic goods in the
environment, as there is very few premium range customers present in the environment. While in
Canada, the company should supply high-end lamps to customers2.
1 Louis Poulsen., (2019) About Us [online]. Available from <
https://www.louispoulsen.com/en-us/professional/about-us > Accessed on 2 Oct 2019.
2 Ibisworld., (2019) Lighting & Bulb Manufacturing in Canada - Market Research Report[online]. Available from <
https://www.ibisworld.com/canada/market-research-reports/lighting-bulb-manufacturing-industry/ > Accessed on 2
Oct 2019.

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Price: in Brazil and Mexico, the company should keep products of all three ranges that are low
medium and high. Where as in Canada, the company should target high end customers in the
market3.
Place: The Company should manufacture the products in US and then export it in the market of
Brazil, Mexico and Canada. Louis Poulsen should find local distributes to sell its goods to the
people in the market.
Promotion: the organization should make use of both offline and online marketing campaign to
sell the goods in the market.
The company Louis Poulsen should conduct offline marketing campaign near locations like mall,
petrol station, parks etc. to let people to know about the brand. The company should take the help
of local distributers present in the country to initiate sales in the new market4. These distributors
will help the organization to identify the right type of customers prevailing in the market and
then implement sales accordingly. The business should also make use of social media channels
like Facebook and Instagram to attract people living in that geographic location. They should
attract people using data analytics strategy and should provide various offers and coupon in
online sales as well. Social media marketing will help the organization Louis Poulsen to reach to
its customers in the market5.
Thus, concluding the above mentioned facts, it should be noted that the organization Louis
Poulsen should aim to expand its scope of business in the market of Canada. The people and
environment of environment is prospective for the organization to enter and initiate its business
activities. Whereas, the other two countries are not suitable for the organization to expand its
scope of business. Entering in Brazil and Canada will provide the opportunity to the organization
to start a new product line of medium and low range lamps while the drawback of entering in this
3 Techavio., (2019) LED Lighting Market in Brazil 2017-2021 [online]. Available from <
https://www.technavio.com/report/led-lighting-market-in-brazil > Accessed on 2 Oct 2019.
4 Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!. In Advances in luxury
brand management (pp. 43-57). Palgrave Macmillan, Cham.
5 Statista., (2019) Lamps and Lighting [online]. Available from
<https://www.statista.com/outlook/17060000/108/lamps-lighting/canada> Accessed on 2 Oct 2019.

Marketing Management 3
market is that it has small market size. Canada has large market size but large number of
competitors also. Thus, Canada is the most prospective country for Louis Poulsen.

Marketing Management 4
Bibliography
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Ibisworld., (2019) Lighting & Bulb Manufacturing in Canada - Market Research Report[online].
Available from < https://www.ibisworld.com/canada/market-research-reports/lighting-bulb-
manufacturing-industry/ > Accessed on 2 Oct 2019.
Louis Poulsen., (2019) About Us [online]. Available from < https://www.louispoulsen.com/en-
us/professional/about-us > Accessed on 2 Oct 2019.
Statista., (2019) Lamps and Lighting [online]. Available from
<https://www.statista.com/outlook/17060000/108/lamps-lighting/canada> Accessed on 2 Oct
2019.
Techavio., (2019) LED Lighting Market in Brazil 2017-2021 [online]. Available from <
https://www.technavio.com/report/led-lighting-market-in-brazil > Accessed on 2 Oct 2019.