See's Candies Inc. Essay

2493 Words Sep 8th, 2012 10 Pages
SEE’S CANDIES INC. Swiss Market Strategy



Charles See founded SEE'S Candies Inc. in 1921 in the city of Los Angeles, California. Charles See was a visionary who approached the confection business with a simple view. He decided that no image would better reflect the personality of this venture than that of his mother. Apart from using her recipes as a foundation, See knew that keeping things in the family was the only way to bring about the kind of product he desired. See along with his mother and his wife, Florence, opened the first See's Candies store on Western Avenue in Los Angeles in November of 1921. See's was able to grow steadily from that first shop in
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   Import / Export issues between the US and Switzerland Introductory Market Analysis Initial Market Testing


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Product Research and Development European Office Staffing Production Scheduling

See's European marketing department in conjunction with Migros marketing will organize the launch of the product by complying with the subsequent tasks.      Initial product introduction Develop a market plan Local advertising. Pricing structure Product distribution

Controlling The US branch of See’s marketing department will keep close control of all variables pre-established prior to the launch of the new product in the Swiss market.

Implementation Los Angeles See’s assembly plant will be tasked with most of the production for the Swiss market. The proximity to a major airport and the area's lower labor cost make this site the most reasonable fit. Due to the nature of the product, limited shelf life, freshness is imperative. Shipment will be airlifted to


their destination in Zurich, from that point on Migros' distribution services will manage the operation. Retail sales will be Migros direct responsibility. The introduction of these products to the Swiss market will be through a strategic alliance with Migros, one the largest regional candy retailers. All store advertising, distribution and direct sales will be handle by Migros personnel. This will add a local flavor, to an American

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