Internationnal strategy project

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Table des matières

Presentation of our company        1

Product Presentation Air Space Backpack (ASB)        1

Strategy        2

Strategic position        2

Strategic choices        3

Strategic action        3

Level of strategy        3

International strategy        3

International market entry        4

Implantation choice        4

SWOT        4

How does japanese culture shape strategy ?        5

Overseas’s travels from Japan        5

Strategy capabilities :  PESTEL        6

Competitors list        9

Presentation of our company

We are 2 entrepreneurs who created the company B-Space. Our product is a new concept of back-pack for travellers. The goal was to make a gain of space and a gain of weight by founding a system for reducing the air inside which would not be binding while travelling.

After researches, prototypes and experimentations we elaborated the Air Space Backpack with different options:

• Under vacuum pump integrated or manual (with vacuum)
• 2 bag sizes (110 L and 70L)

The price depends of which options you choose (size and system).

For two years, we opened five workshops and one manufacture in France where we are the leader on back-pack’s market. We decided to extend our business to the international because we are the first to create this type of products. We thought to move to Japan first where the demand and the number of travellers abroad is one of the largest in the world.

Product Presentation Air Space Backpack (ASB)

110 L Air Space Backpack                                                70 L Air Space Backpack

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Strategy

Strategic position

First to present our strategic position we will start by a SWOT. In one part, we will assess our strengths and weaknesses by analysing internal factors which give advantages or disadvantages over/to others, such as customer’s portfolio, experience, reputation, scope etc. On another hand, we will identify external factors, our possible opportunities and threats, as social patterns, population profiles, lifestyles, competitors, innovation and new market.

Strategic choices

 Secondly, about our strategic choices we decided in our case, for our strategy to to make a merger/acquisition with a Japanese retailer called « Base Camp » specialized in camping and sport equipment (online shop as well). The idea will be to sell our products by « Base camp » while invest in this outdoor shop, to attract customers while keeping our mark. And quickly purchase this shop.

 It will be the best way for us to learn, because they know the target market very well, the communication and complexities of the Japanese distribution system. But also, a speedy way of extending international reach, and an effective way of extending into new markets.  This Brand is implemented in Tokyo, have a good reputation about quality of its products. That is a huge opportunity to push our product on the Japanese market and innovate. We know that Japanese people like travelling and buy travel equipment (country with highest expenditure capital on luggage and backpack), they also love modern technologies and innovations and we know also that the Japanese market demands quality over price, which is totally in line with our products.

That’s why we want to implement our company in Tokyo, to conquer the Japanese backpack/luggage market.

Strategic action

To finish we will talk about strategy action, it will be like our strategic choices. We just need to adapt our products to the population as communication and marketing, size of bags, prices.

Open an innovation department to research and develop products to stay competitive on the market and to expand our business to the international later. Quickly, we need also to open a manufacture and to set our objectives sales.

Level of strategy

We will talk about our Business-level strategy, the 1st idea is to be focused on satisfying customer needs or preferences to achieve above average returns. As in France, we want from our customers that they see us as mark with a quality and innovating products in the backpack market. The goal is first to show to the Japanese people our products and promote it, offer new bags, innovations, accessories, creative promotions to attract customers and keep them coming back. And second, open our own shop. We want that our clients see something new/different and quality material each time that they look at our products when they enter in our shop.

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