Strategic Marketing Report for First Mile's French Market Entry

This report provides a strategic marketing analysis for First Mile, a UK-based waste recycling firm, focusing on its potential expansion into the French market. It begins with an executive summary and an introduction outlining the report's objectives. The main body of the report includes a PESTEL analysis of the macro-environmental factors impacting First Mile's operations in France, considering political, economic, social, technological, environmental, and legal factors. The report then explores various market entry modes, such as strategic alliances, mergers and acquisitions, and franchising, to determine the most effective strategies for entering the French market. Furthermore, it applies segmentation and targeting concepts to identify the ideal target market for First Mile's services. Finally, the report assesses Porter's generic strategies to determine First Mile's competitive advantage. The conclusion summarizes the key findings and recommendations, while the references section lists the sources used in the report.

Strategic Marketing

Executive summery
Strategic marketing is required to be observed within an organisation with the alim of
improving their market share. This will help in improving the services which will support a good
rise in capabilities of the organisation to setting up of the operations and thus will support a good
rise in capabilities and meeting up of operational requirements. The report will present the
external environmental support, market entry strategies, segmentation and targeting measures
and proper assessment of generic strategies to expand the business of waste management
enterprise, First Mile.

Table of Contents
Executive summery..........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1. Macro environmental analysis using PESTEL.......................................................................4
2. Market Entry modes that can be carried out by the organisation for effective growth or
development of the organisation.................................................................................................7
3. Apply concepts of segmentation and targeting with evaluation to target market of client.....8
4. Porter's generic strategy..........................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The planning of the strategic marketing measures will impact the overall performance of
the organisation in an effective way. The promotional services and other growth measures which
are been undertaken within the organisation will impact the performance of an enterprise. The
present report is been carried out for a UK based recycling firm, First Mile. The report will cover
the macro environmental factors with possible opportunities and threats and proper
recommendations to tackle it. Also, the modes of market entry are discussed. The market
segmentation and targeting is been carried out. Along with it, competitive advantage of generic
strategies are been developed.
MAIN BODY
1. Macro environmental analysis using PESTEL
In order to identify the effective external environmental factors that can impact the
establishment and expansion of a business enterprise that will influence the operations of an
organisation in an effective and significant manner. As the external environment will look after
proper assessment of external expansion operations, this can be said that proper planning of the
services and gaining of a good control over the operations (Srinivasan and Lohith, 2017). This
can be said that the First mile is required to see through proper planning of its expansion in
France and for this purpose, they can carry out effective PESTEL analysis which will impact
their performance in most effective way. The effective external environmental factor that
impacts the performance and expansion measures of the organisation are:
Political: The political factors will have a significant impact on the expansion measures which
are been carried out by the organisation. This will help in improving the expansion measures
which are carried out by the waste recycling enterprise in France. Foremost, the Brexit will have
a significant impact on the expansion and promotional operations of the organisation. Getting
away from the EU, the other European countries may turn out to be reluctant to keep any sort of
trade relation with UK and its enterprises (Liebl, 2018). The selected enterprises will look after
proper and most effective measures to carry out these issue in a significant manner.
Economic: The financial factors are also required to be taken in consideration by First Mile. As
majority of European countries are facing the recession, inflation and significant difference in
currency rates, these measures are required to be controlled and monitored by the enterprise in
order to carry out significant rise in the operations which will influence the sales of the

organisation in a significant manner. This economic factors are required to be looked after and
carry out by the organisation in order to incorporate the effective expansion measures which are
been carried out by the enterprise.
Social: The demographical, cultural and social differences that are been carried out by the
organisation will look after the signifiant planning of services and managing the operations of
expansion and placing of the services and growth measures within the organisation. This will
help the organisation to improve the services and effectiveness of operations within organisation
in a significant manner. Innovation, ease of performance and good accessibility are certain major
factors which impacts the operations of the organisation. This will help in carrying out of
services which will help in proper assessment of operations which will help in effective
establishment of services and other plans which will help in carrying out of services in an
effective way. First Mile is required to identify the cultural aspects of the organisation and
country to facilitates their expansion.
Technological: Technological advancement are most prior factor that are required to be taken in
consideration by the firm. As First Mile uses an environment friendly approach for collecting
garbage and other recyclable goods which will be further reused in one or the other form.
Development of innovative measures which are been carried out by the organisation. The
development of innovative measures and technologies to treat and process the waste material
will help in suitable expansion of the organisation (Chacour and Ulaga, 2015). Besides this,
advance technologies like GPS, real time tracking and digital segregation of waste will help in
proper evaluation of the growth measures which can be followed within the organisation to
improve their expansion within France that will help in effective planning of waste recycling
services and other facilities offered by the organisation.
Environmental: As the organisational measures undertaken by the firm are for the environment
welfare measures. Hence, in order to operate and market its services and functions within France.
This will help in proper planning of the services which are been carried out by organisation
(O'Cass and Morrish, 2016). Besides this, the firm can opt for CSR operations which will help in
improving sales and carrying out of waste recycling measures which are been carried out by the
organisation. This will help in improving then sales and carrying out of services which will help
in suitable handling of operations and hence, it will support a significant rise in setting up of

operations in an effective way. This will also encourage the organisation to develop an
innovative and environment friendly products and services in an effective way.
Legal: Different employment laws, waste treatment laws and trade policies which are been
carried out by the organisation will look after by First Mile in order to penetrate within French
market (McCamley and Gilmore, 2018.). This will help in proper planning of the services and
carrying out of services in a significant way. This will support a rise in chances of the
organisation to expand its business within France. Besides this, the allocation of the effective
services will support a significant rise in carrying out of services which will help in supporting
increase in effectiveness of operations carried out within the firm.
On the basis of this assessment, certain opportunities and threat factors are been
identified by the First Mile that will look after in significant growth and development of the
organisation. The key opportunities for the organisation are:
 Rise in the market presence: As no other private organisation is operating in the waste
collection and recycling industry within France, this will help in proper planning of the
services and measures within the organisation.
 Getting public support: Waste management is a major issue within a country like
France. Hence, the organisation is extensively susceptible to get effective support from
the local authorities and people which will support in raising the scalability of the
organisation (Nykiel, 2016).
However, certain threat factors are also been faced by the organisation that will help in
improving the quality of services and growth measures which are been carried out by the firm.
Some major threats that are been faced are:
 Unable to cope up with governmental service: As the government of France will be
looking after these measure, First Mile is susceptible to get affected within the market
that will impact its performance on a greater level. This will also influence the
performance of organisation in an adverse manner.
In order to cope out with this factor, the organisation can opt to carry out effective market
research and thus will take appropriate growth measure which will help in proper handling of
services and carrying out of operations related to waste management within France (Kipnis and
Broderick, 2017).

2. Market Entry modes that can be carried out by the organisation for effective growth or
development of the organisation
In order to market its effective entry and promotion of the services that are been carried
out by the organisation, effective market entry channels or measures are been carried out by the
organisation that will help in carrying out of services which will help in proper rise in carrying
out of services and growth measures which are been carried out by the firm. Some effective
market entry measures which are carried out by the firm are:
 Developing a strategic Alliance: This is the simplest form of market entry that is been
carried out by the organisation in order to carry out their market operations and other
growth measures in an effective way. The development of a strategic alliance or
partnership will assist the organisation to carry out its operations and other measures
within the country. As First Mile is a UK based enterprise, developing a strategic
alliance will help in improving the sales and carrying out of the services which will help
in proper rise in setting up of operations which will support a significant rise in
effectiveness to carry out its waste management operations which are been carried out by
the organisation. However, the strategic alliance is based on a contract and operational
conditions to carry out the business which will help in proper planning of services. It
also facilitates the proper promotion of the goods increasing customer satisfaction level
that are been carried out by the organisation (MARKET ENTRY STRATEGIES, 2019).
Proper business relations are required to be maintained and managed by the organisation
that will help in carrying out of the service measures which are been carried out by the
firm. This will also help in handling the measures which are carried out by First Mile to
improve the quality of their services and easily establish their business in market of
France (Spanjol and et.al., 2015).
 Mergers or Acquisition: This is the most effective and significant approach of entering
within a market that will influence the overall execution of business operations of the
organisation in a significant manner. In this approach, First Mile will look after proper
acquiring of an organisation within the similar operational sector or other sector at
France, in order to aid in its business of waste management. Such operations will lead
out to carry out their waste management operations in a very significant manner. This
will also help in improving the services of both the firm. This will not only save the

establishment cost to an organisation but also help in gaining a customer base that will
induce in improving the operational sales of the organisation. The mergers and
acquisition are based on the contracts and involve many legal and operational measures
which are been followed within the organisation (Felix, Rauschnabel and Hinsch, 2017).
This will help in superior growth and development of operations which are been carried
out by First Mile. Besides this, a transparency is required to be maintained in order to
avoid any sort of confusion or conflict that can impact the performance of the
organisation in a significant way.
 Franchising: First Mile can also opt for providing a proper and significant franchise to a
service operator's within France. This will help prove out to cost effective measures and
a convenient manner to expand within the market this will help in proper assessment of
operations and carrying out of services which are been carried out by the firm. Also, the
franchising will help selected organisation to gain a good market share and thus, will
help in proper planning of services which will support a good rise in carrying out of
services which will help in handling their operational requirements and thus, will
improve their operations within the firm. This will help in improving qualities of
services which are been carried out in an effective way.
Looking out the operations and effectiveness to enter within the market of France, First
Mile can effectively use the measures of acquisition, merger or Franchising. All these measures
help the organisation to improve the quality of services and thus, will support a good rise in
carrying out of services within operations in an effective way. This is a time and cost effective
approach and supports the rise in operational capability of chosen enterprise to operate within
France without any restriction (Kotler and et.al., 2015).
3. Apply concepts of segmentation and targeting with evaluation to target market of client
In order to effectively carry out the operations within the market of France, First Mile
will look after effective measures to carry out the operations in the best possible manner that will
help in improving quality of services carried out within the organisation. It also supports a good
rise in setting up of policies and action plans which will support a significant rise in setting up of
operations, carried out by the firm. Effective segmentation and targeting measures are been
carried out by the firm that will support a good rise in carrying out of business operations within
the organisation in a significant manner.

Market segmentation can be defined as the selection of a section or segment of market or
customer base that will help in carrying out of operations in most effective way. The proper
segmentation will be observed that will include the classification of their clients and market
where they can operate easily (Josephson, Johnson and Mariadoss, 2016). Besides this, it will
help in proper planning of services and carrying out of operations which will support a good rise
in carrying out of its operations which will support effective expansion of waste collection
business operations within a selected business enterprise and country. An effective segmentation
will lead to rise in carrying out of services which will help in proper evaluation of business
operations and measures which are been carried out by the firm.
Once the segmentation of market is performed, suitable targeting is been carried out
within the organisation that will lead to developing of suitable promotional and business
expansion strategies. Being a waste processing enterprise, First Mile will look after the regions
and customers that produce the highest amount of waste product (Hollebeek, Conduit and
Brodie, 2016). In this case, the garbage collection trucks of the selected enterprise will look after
the proper management of services which will help in carrying out of services and other business
activities within France. In order to connect with its target audience effectively, organisation can
opt to follow the approaches like setting of the garbage bins and regularly collecting the waste in
order to develop a good image, goodwill and effectiveness to carry out the operations within the
organisation in an effective way.
This approach will help in meeting the operational needs and requirements of their target
customers in an effective manner. Other than this, it supports the growth of the enterprise and
rise in its market share and profitability within France. Suitable setting of the operations and their
execution will be observed by enterprise which will support a good and significant rise in
carrying out of waste collection services by First Mile.
4. Porter's generic strategy
Effective strategies and action plan is been carried out by the organisation that will help
in improving the quality of services and thus will set up the operations and which will support a
significant rise in strategic market penetration and business activities. This will help in
improving the overall performance of organisation. This will help in effective planning of the
services and thus, supports in carrying out of the operation's. Some of the major and most

effective planning strategies that are been carried out by the organisation can be implied using
Porter's Generic strategic model that includes following elements:
 Cost leadership: This approach can be adopted by First Mile in order to become a major
market leader by providing large quantity of products and services to their customers. All
the departments of the chosen enterprise will work in coordination with each other in
order to carry out business functions and have a high level of productivity (Banerjee,
2017). Besides this, it will help in improving the utilization of available resources. Also,
it facilitates in developing of a high level technology to execute their operations. Besides
this, it will also help in achieving the cost advantage and increase their market share
within France.
 Cost focus: This is a strategy of low cast advantage that is applicable in low cost market
segment. The organisation will see through the proper development of high quality
product in response to their competitor and offering it on a reasonable cost that will
impact their revenue generation. This may also impact the sales and setting up of the
operations and other activities within the market similar to that of the competitive firm.
As the products or services are identical of that offered by the cited firm, this can be said
that the chosen firm will emerge as a major alternative for their target customers. It leads
to rise in market share and overall operations of the organisation (McDONALD, 2016).
 Differentiation focus: This strategy will lay focus on only one market segment. It helps
the organisation to cater the needs of their customers in the foreign market. This will help
in meeting the need of the organisation in a significant manner. The proper assessment of
the operations will lead to carrying out of services and meeting of the operations which
will lead to rise in carrying out their waste collection and management business of Fiest
Mile effectively within France. Under this strategy, the organisation can also opt to
collaborate or acquire suitable market share which will support a significant rise in
setting up of business operations in the best possible manner.
 Differentiation: This strategic approach involves suitable development of an
organisation as a market leader. It includes the practice of providing high quality service
on a premium price range with high satisfaction level in a new market. It has multiple
benefits to both, customers and organisation. For organisation, it will help in developing
high quality products and services with rise in superior branding. On the other hand,

customer will get suitable management of their waste and rise in awareness about the
services offered by the organisation (Chernev, 2018).
For the selected firm, the approach of differentiation and cost focus will be beneficial
which will help in improving the quality of services and operations that are been carried out by
the organisation.
CONCLUSION
On the basis of the detailed analysis that is been carried out, this can be effectively said
that the strategic planning of the marketing and market penetration measures which are been
carried out by the organisation is very important for an enterprise. The suitable assessment of the
external environmental approach with suitable assessment of its opportunities and threat factors
and recommendation to tackle them are been followed. Besides this the market entry measures
and effective methods of market penetration in a foreign market is been carried out. Suitable
market segmentation and analysis of Porter's generic strategy is been carried out to facilitates the
proper growth and rise in the operations of the chosen organisation.

REFERENCES
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