Listed below are the main results obtained from the marketing research study. Contained in this is a summative list of the important findings for quick reference ability.

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Management Summary

Listed below are the main results obtained from the marketing research study.  Contained in this is a summative list of the important findings for quick reference ability.

1st or Primary Stage

8 Countries of choice exist as Andorra, Belgium, France, Germany, Luxembourg, Netherlands, Portugal and Spain.  Reasons for initial choice being all are in Eurpe, have strong economies, middle – low unemployment, literate and some are landlocked.

Before continuing to the next stage the 8 countries are then narrowed down to 4.  We initially list the S.L.E.P.T. Factors of all 8 countries, which are detailed in depth within the report.  After this procedure was complete we then began the initial stage of deduction using the selection criteria method.  For this we had chosen 4 criteria namely Criteria 1 = Literacy/Education, Criteria 2 = Fishing Industry, Criteria 3 = Population Density and finally Criteria 4 which was language.  After organising the point score as listed within the report, the countries had now been narrowed down to 4 and consisted of Andorra, Belgium, Luxembourg and the Netherlands who scored the top 4 scores from the 8.

2nd Stage

The 4 leading countries were then set questionnaires which like the selection criteria gave them points although these are in percentage weight.  These results were then plotted on the Boston Matrix Graph and displayed the 2 top countries to be Belgium and the Netherlands.

So in conclusion the market research shows that Belgium and the Netherlands would be good marketing targets for the products offered by Tayside Quality Foods.  More detailed information is contained within the report.


For the purpose of this marketing assessment we are beginning with 8 countries, this enables us to have a larger scope to select from and thus the results are more definitive because 8 countries are researched before finally narrowing them down to 2.

The chosen 8 countries are Andorra, Belgium, France, Germany, Luxembourg, the Netherlands, Portugal and Spain.  All of these countries are in Europe and all except one are official E.U. members with the one exception of Andorra who still enjoy the luxury of no trade barriers.  They all have strong economies and have unemployment rate of 16% or under.  They also all have a literacy level of at least 87%. A few of the small countries are completely landlocked and therefore have no fishing industry of their own and are mainly dependant upon imported foods such as fish or fish products.  The aforementioned reasons explain why these 8 countries have been initially chosen.

Tayside Quality Foods have decided to begin internationalisation because it is the feeling of the Managing Director that home competition will increase from competitors from abroad.  He has a tactic of attracting these possible competitors on their own turf.

In order to achieve the Managing Directors goal, potential markets have to be assessed.  Using secondary information we will look at 8 countries to begin with to ensure a broad scope.  We will investigate the secondary information using S.L.E.P.T. factors as a framework for information.  These include Social, Legal, Economical, Political and Technological information on each of the 8 countries.

We will then begin the initial selection method, which will be the Selection Criteria Method.  In this method we will choose 4 criteria and marks will be given to each country on each criteria.  The 4 countries that score best overall go through to the next stage.

Using the appendixed graphs/charts, research and S.L.E.P.T. Information the Boston Matrix graph was used using the attached Questionnaires.  The Boston Matrix Graph plots the 4 countries and the 2 who plot highest position on the graph are our 2 potential new markets.  The Questionnaires contain questions regarding the Market Attractiveness and Competitive Strengths of each country and marks range from 1 for very poor to 5 for very good.

It is hoped that this report shall clarify to Tayside Quality Foods all aspects to consider upon internationalisation and also give them the most profitable and successful new market in order to broaden their market and extend product life cycle.

S.L.E.P.T. Factors in Andorra


Population: - 66,824

Languages: -        Catalan (Official), French and Castilian this could pose possible translation problems although the population is mostly immigrants from Spain, Portugal and France therefore French and Spanish ingredient lists etc. would be acceptable.

Religion:-        Predominantly Roman Catholic therefore there is no particular religious foods to consider.

Education:-        100% literate population

Formal Education available for 3 – 6 year olds, 7 – 15 and 16+ with optional higher education.  Spain and France undertake part of the Education.

This indicates a well-educated country, which would tend to have preference to high quality premium products.

Social Organisation:- Andorra is a prosperous principality through its tourist industry which accounts for 72% of employment and 80% GDP.  It has approximately 9 million tourists visiting annually which increases consumption massively in comparison to the actual population of 66,824.  It has many immigrants who are attracted by its lack of income taxes and “Tax Haven” status and as such banking has a large input to the GDP of approximately 20%.

Andorra is landlocked and as such has virtually no food based natural resources only sheep raising which accounts for 1% of industry.  This means that importation is essential to its population.  It has no fishing industry.


Is a member of EU Customs Union and is treated as an EU member for manufactured products (no tariffs) and a non-EU Member for agricultural products.

There appears to be no other significant standards or rules to be met.


There is a very small Government representing Andorra usually officials already representing Spain and France.  This means that there is very little Government intervention due to the countries prosperous economy.

An open market economy exists with only tariffs on agricultural products for European Countries.

There is a 0% unemployment rate in Andorra displaying a really strong economy and large amount of disposable income for people to spend on premium goods.


There are no political disputes, which means no real political unrest threat.


Andorra is a well-developed country and as such has a well developed phone and mobile phone system.  Media is well developed and even though it is a small country it has 2 newspapers published.  Television and Radio is widely networked therefore advertising would be possible via. these methods.

S.L.E.P.T. Factors for Belgium


Population: - 10,241,506

Languages: -        Dutch 58%, French 32%, German 10% although legally bilingual.  This could possibly pose problems in translation although the fact that it is legally bilingual would make it acceptable to use the more common languages if too expensive for Dutch etc.

Religion:-        75% Roman Catholic and 25% Protestant or other.  Both Roman Catholics have no religious foods, which are unacceptable.  This therefore poses no problem to the company.

Education:-        Belgium has a 98% literate population and as with all countries within Europe a high education standard is achieved.  It offers pre-school, primary, secondary, higher education and university similar to that of the UK.

This indicates a well-educated population and as such is a good market place for Premium food items etc.

Social Organisation:- Belgium has prospered in the past 50 years and is now classed as a technologically advanced European State and a member of NATO n and the European Union and also seats both of these Institutions.  Belgium is divided into North and South by language e.g. Flemings in the North (Dutch Speaking and Walloons in the South (French Speaking) with the bilingual city of Brussels in the centre.  Belgium attracts a lot of businesses, as it is the heart of Europe and seats NATO and all institutions of the European Union.


Belgium comes under the same standards set for all EU member states so as such it is virtually the same as the UK and there are no trading barriers.


Belgium is a modern private enterprise economy, which benefits from its central location.

Belgium is a member of the European Monetary Union alongside other European Union members and shall be using the Euro soon.  This simplifies dealings with all European Union members as the real costs are more obvious from one member state to another and will be even better news if the UK decides to join.  

Join now!


The industry in Belgium is concentrated in the northern Flemish area although the government is encouraging business into the south of Belgium which is good news for new investors like ourselves.  Belgium has few natural resources and imports substantial quantities of raw materials, again good news for importers.  After the discovery of a cancer causing substance in animal feed BSE the market though decreased for beef etc. is playing in the fishing industries favour making demand higher for seafood etc.


It has a highly developed transport network and has a diversified industrial and commercial ...

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