International Merkating - Wrights of Howth

Course and Stage: BA Business Studies (Hons) III

Lecturer Mark Dowling / Deirdre Gorman

Subject: International Marketing

Study Mode: Full time X Part-time X

Assignment Title: Wrights of Howth

Word count: 2500 plus presentation Weighting 40%

Due date: Consult Course Handbook

Student name: Matthieu Di Pol Moro / 2855516

Assignment Brief

Wrights of Howth Ltd is a family run business located in the fishing village of Howth, a suburb of Dublin. Traditionally a fishmongers, the company has, in recent years, started to expand their product offerings to include gift packs and hampers which are made up of Irish smoked wild salmon and a variety of food products sourced from small producers (see www.wrightsofhowth.com for full range of gift packs and hampers).

As an international marketing consultant, you have been approached by Wrights of Howth, to prepare an international marketing plan, which will help the company to expand sales of their gift packs and hampers outside of Ireland. The owners are considering three European countries, Germany, France and Spain but have agreed that expansion will be incremental with the selection of one country first.

Your report should be structured as follows:

1. Identify an attractive market for development for Wrights of Howth (just one location for expansion should be chosen). You must use referenced recent market/industry reports (secondary data) to justify the rationale behind your selection.

2. Explain the key differences and challenges that need to be addressed in marketing the company in the new market environment and to the new target market.

3. Recommend an appropriate international marketing mix best suited to the target market.

In addition to your report, you will make a short in class presentation outlining the key points of your report.

All sources of secondary information must be referenced according to the Harvard referencing system. Submission of this assignment must be both soft copy through moodle/turnitin and hard copy in class.

Table of contents

Introduction ……………………………………………………………………………..p.3

I) Identify an attractive market for development for Wrights of Howth.

You must use referenced recent market/industry reports to justify the

rationale behind your selection. ………………………………………………....p.4

a) Sea food market trends in the French market ………………………………………....p.4

b) Wines and Champagne consumption in the French market …………………………..p.5

II) Explain the key differences and challenges that need to be addressed in

marketing the company in the new market environment and to the new

target market. …………………………………………………………………….p.6-9

a. PEST Analysis …………………………………………………………………………p.6-7

b. Challenges facing the company in this new market …………………………………...p.8

c. Target market …………………………………………………………………………..p.9

III) Recommend an appropriate international marketing mix best suited to the

target market. …………………………………………………………………….p.10

a. Product …………………………………………………………………………....p.10

b. Price ………………………………………………………………………………p.10

c. Place……………………………………………………………………………….p.10

d. Promotion………………………………………………………………………….p.10

Conclusion…………………………………………………………………………………p.11

Appendices ………………………………………………………………………………..p.12

Part I)

1. European Seafood Market ………………………………………………………...p.12

2. Spanish and German market in comparison of the French market. ………………..p.12

3. Alcohol consumption in Spain & Germany ……………………………………….p.13

4. Cheese consumption ……………………………………………………………....p.13

5. Irish salmon production and exportation: a strong market ………………………….p.13

Sources ………………………………………………………………………………………………p.14-15

The Wright Family began smoking Irish Salmon in Ireland in 1893. The craft has been passed down through the generations and little has changed and they are now based in Howth, one of Dublin’s suburb.

The company make many different products and offer several packages:

• Gift pack: salmon with Champagne, salmon with Jameson (Irish whiskey), salmon with wines, salmon with Bailey’s and salmon silver platter

• Four Gift boxes: “The Connoisseur Box”, “The Afternoon Tea Box”, “The Smoke House Box”, “Cheese & Port” containing

...