Aunt Mabel’s possible entry on the french market
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- Frankrike 
Millba is a Norwegian company that produces American styled cakes under the brand name “Aunt Mabel’s”. This project is based on the following strategic problem definition. Is it attractive and possible for Millba AS to introduce their “Aunt Mabel” muffins to the French market, and if so, what are the best entry strategies? After conducting several internal analyses’ the results show that Millba possess a lot of valuable resources and capabilities, which make them qualified for further expansion. The external analysis reveals that the political stability in France is high. The government works to facilitate business to dampen the effects of the recession and make France more competitive. Consumer trends represent both possibilities and constraints while EU and labour regulations might pose a threat. The competitive environment of the Pâtisserie/Viennoiserie is characterized by many players and high entry barriers in certain areas. Based on this, the company was placed in Solberg’s nine strategic windows under Consider Expansion In International Markets. Furthermore, an agent was identified as the most appropriate entry strategy. A modified standardized marketing mix was used to develop the marketing strategies for sales in snack-bars and exclusive food stores. These retailers are assumed to reach the new target consumer group. “Aunt Mabel’s” is expected to appeal to these consumers by positioning itself as products of premium taste and quality.