FINAL DRAFT-1

FINAL DRAFT-1 - Emmaljunga Strollers: Reentering the U.S....

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
Emmaljunga Strollers: Reentering the U.S. Market IBU.S. 166 - Spring 2010 Jonathan Sadow Alexandra Patterson Mike Samuels Ethan Joel
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Executive Summary 2
Background image of page 2
Table of Contents I. Firm and Product Overview________________________________________________4 A. Company Background 4 B. Product Overview 6 i. Strollers 6 ii. Attachments and Additions 7 iii. Accessories 9 II. Market Attractiveness Assessment__________________________________________9 A. Environment Overview 9 i. Economic Assessment 9 ii. Trade Policy and Infrastructure 12 iii. Cultural Overview 14 iv. Political and Legal Assessment 16 B. Competitive Assessment 19 C. Potential Target Market Assessment 20 i. Market Factors 20 ii. Population Overview 20 iii. Target Market 21 iv. Problem Recognition 23 v. Product Search 23 a. Target Customers Exposure to Product 23 b. Attainability 24 c. Evaluation 24 d. Purchase Decision 24 e. Demand Estimate 24 III. Market Entry Strategy___________________________________________________25 IV. Marketing Mix Plan____________________________________________________ 26 A. Brand Strategy 26 B. Product 27 C. Place 30 D. Price 35 E. Advertising and Promotion 39 V. Conclusion____________________________________________________________ 41 VI. Additional Research____________________________________________________ 42 A. Primary Research B. Secondary Research VII. Appendices___________________________________________________________42 A. Additional Product Overview 42 B. SWOT Analysis 43 C. US Education 44 D. Population Demographics 44 E. Fertility Statistics in the US 45 F. Target Market Income Profile 45 3
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
I. Firm and Product Overview A. Company Background Headquartered in Vittsjo, Sweden, Emmaljunga Barnvagnsfabrik AB is a subsidiary of Emmaljunga Holding AB, a Swedish stroller manufacturer. Operating since 1925, Emmaljunga sells a wide variety of stroller products, ranging from infant seats to toddler stroller attachments, including car seats and diaper bags. Emmaljunga has developed a strong brand image based founded upon their environmentally friendly products and high-quality manufacturing and components. The company insists on eliminating the use of any potentially harmful substances, and uses such exceptionally high-end fabrics that withstand SPF 50. In addition, the majority of assembly is done by hand rather than machine, and is based locally in Sweden. Emmaljunga’s products offer several advantages over its competition, namely the stroller’s overall endurance, flexibility, the company’s use of emerging technologies, and high value to the customer. The strength of the stroller’s wheels and its steel frame are paramount in distinguishing the brand in terms of the stroller’s durability, lightweight frame, and ability to attach additional features. Emmaljunga wheels are guaranteed for life, a strong reflection on the company’s commitment to the quality of their product and customer satisfaction. Emmaljunga is owned by Lage Persson, however Sami Bandak, a U.S. business
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 10/20/2010 for the course IBUS 166 taught by Professor Annahelm during the Spring '10 term at GWU.

Page1 / 47

FINAL DRAFT-1 - Emmaljunga Strollers: Reentering the U.S....

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online