Step one: Summarizing the facts
Everybody at least once, during the whole life wants to re-paint or re-color their own house, flat or apartment. If people decide to do so, nobody is looking at the warnings, that the usage of those paintings and colors is very dangerous. If we take a look at a usual painting, that we can buy in every drug-store, in each cover will be a warning of not breathing vapors in, use the color just while the windows are open, alert of not using the product while children presence and many more. In many cases we can see on the packing a big white scull with two crossed bones, what means that the product is toxic. In spite of that, many people want to have beautiful homes with colorful walls. Many people do not believe a professional painter and want to make painting on their own, without knowing how to use them.
It is quite non-understandable in the present time because today, everybody is seeking products, which are the most harmless either for them, either for environment. In the western Europe people realized that our health is on the first place and are trying to surround themselves with harmless stuffs.
Step two: State the problem or opportunity
The BIO Products Australia company wants to expand to European markets. The company only has branches in Australia, New Zealand, Tasmania and Queensland. They hope that their good name in Australia can help them to make good business in Europe. They also think that an advantage for them is that in Europe is no relevant competitor for them, because in Europe exist just small companies with similar product concentrating. BIO Products Australia relies just on their well-known brand name.
Step three: Analyze the Causes of the Problems or Environment of the Opportunity
Before the BIO Products Australia wants to enter the Europe’s markets, there is needed to do a detailed SWOT analysis.
Let the walls ‘breathing’
Products are free of solvents, toluene, glycol, xylene
Natural ingrediences as preservatives
Durability of paintings
Health and environmental friendly products
Variety of products
Proven to lower the ‘sick building syndrome’
BIO Products Australia is in Europe not a known-brand name
Existence of similar products concentrating companies
Different customer needs in Europe and in Australia
Different color wishes from the side of European’s customers
Possible threat that in Scandinavian countries colors would not be cold-resist
New expenses for resistant colors/paintings
Higher price of products - because of Bio products
Expenses to hire Europe’s consultants for implementing a new brand
In the European market do not operate many companies which are concerning with bio products – no relevant competitor
Many people from Australia live in Europe, they can be so called ‘walking advertisement’
People who like healthy lifestyle, will buy the product
BIO Products Australia comp. can show its proven quality to foreign markets
People would believe more Europe’s companies and products
Not well-known brand in Europe
People would decide for a product of a known brand
High expenses for advertisement
High expenses to build/buy buildings in Europe
Time needed to find suitable employees throughout the Europe
Interpreters needed to interpret facts about the mother company
In less developed countries in Europe less chance to succeed (because of the price of the product)
The opportunity for BIO Products Australia company is to get into the Europe’s market and to reach stated points. The first step to succeed in the market is to work out an exact plan, step by step, how the company wants to implement the brand into the foreign markets. The second step can be the hiring of a consulting company and professionals who would create a marketing plan. It is also required to hire Europe’s consultants for marketing, because of accommodating Australian’s conditions to those of Europe.