IMPLEMENTATION SUPPORT
August 22, 2021BUYING OFFICE
August 22, 2021
MARKET SELECTION
THOTH ALIMENTACION
NEED
THOTH is a company from Castilla La Mancha dedicated to the manufacture and sale of organic nut creams. Having introduced their products to the national market, they decided to begin an international project in the European market using it’s own e-commerce system. To do this they presented a need to carry out a project to prioritise markets which would allow them to begin their expansion into those markets where their product would better received.
SERVICE DELIVERED
Following the first meeting with the company where we identified their needs and the principal characteristics of their business, an in-depth market selection analysis was proposed that would allow the company to make a decision on the first step to take in its international expansion.
This study consisted of:
An initial market pre-selection which took into account both general and sector specific criteria (we also took into account digital variables given the nature of the project). This allowed us to provide a first filter of the data identifying those European countries with the best potential for THOTH.
Analysis and study of a large number of key variables for THOTH’s business in each of the identified markets.
Analysis of digital variables as their objective was to open an online shop tailored to suit the selected country;
Analysis of logistics and sales variables.
Using 100% objective data collated and entered into a qualification matrix, we were able to identify those markets with the best potential for THOTH.
Further detailed study of the selected markets, paying particular attention to identifying and analysing competitors, search for keywords, costs and logistic procedures, technical reports for each country demand analysis and consumer behaviour, identification of other sales routes i.e. adopting a presence on another e-commerce site) etc.
Finally, a series of suggestions and a proposed strategy to follow which would enable the company to enter the market successfully using digital tools, social media campaigns positioning in SEO/SEM, identification of keywords etc.
RESULTS
Through this study and the detailed reports with comprehensive data and information collated, THOTH were able to identify which markets were the most suitable for their international expansion and to develop a digital marketing strategy which would enable them to position their products in those markets.
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