DON DON
The case of a Slovenian Gazelle
As said Mozetic, there are three groups of potential market segments for the international expansion of DON DON. The first one concerns the Italian markets, the second one includes Austria and Germany and finally the last one concerns the Visegrad group of countries (Hungary, the Czech Republic, Slovakia, and Poland). So we will focus our analysis on these countries.
SWOT analysis
Strengths:
* In 2005 DON DON was among the leading suppliers of fried pastries on the Slovenian market. * DON DON has got a great capacity to recognize customers needs and wants, which permit to offer tailor-made products and services. * He managed to differentiate by becoming the first Slovenian bakery
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| Austria and Germany | * They have a good opinion on Slovenian firms and Slovenian brands. * High purchasing power. * There is a potential on puff-pastry product. | * Low attraction for pastries and cakes. * There are lots of enter barriers. | Visegrad group | * Good perception on the Slovenian Brands and firms * Important development of packaged baked goods, pastries and cakes. * Customer are interest in healthy food * There is a new system of intermediaries creating business opportunities. * Low competition | * Low consumption of pastry and cakes segment. * There is competition from the multinational firms. |
Number Analysis:
| Population | GDP in Euro (mn) | GDP per capita | real GDP Growth | Sales Value Bakerie Products | Sales Value per capita | Austria | 8118120 | 2,35108E+11 | 28960,89242 | 2.0 | 1620,91 | 0,0001997 | Germany | 82671820 | 2177000000 | 26,33303585 | 1.7 | 15491,61 | 0,0001874 | Italy | 58291500 | 1,35179E+12 | 23190,24215 | 1.2 | 18056,21 | 0,0003098 | Czech Republic | 10196600 | 1,14021E+11 | 11182,25683 | 4.0 | 19841,21 | 0,0019459 | Hungary | 10079730 | 75347210000 | 7475,121853 | 4.0 | 181611,88 | 0,0180175 | Poland | 38569090 | 2,12279E+11 | 5503,863327 | 5.3 | 9982,85 | 0,0002588 | Slovakia | 5368290 | 44202370000 | 8233,97581 | 5.5 | 13350,75 | 0,0024870 |
Which market?
The best option to DON DON it’s going big, the internationalization could be a big
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