Analysing Foreign Markets

J ÖNK Ö P ING INT E RNA T I ONA L B U S INE S S S CHO O L
JÖNKÖPING UNIVERSITY
Foreign Market Analysis
Should enter France?
Master thesis within International Marketing
Authors: Jarne, Marion
Tunbjer, Michael
Tutor: Anderson, Helen
Jönköping June 2006
INT E RNA T I ONE L LA HAND E L S HÖ G S KOLAN
HÖGSKOLAN I JÖNKÖPING
Utländsk marknadsanalys
Bör gå in i Frankrike?
Magisteruppsats inom internationell marknadsföring
Författare: Jarne, Marion
Tunbjer, Michael
Handläggare: Anderson, Helen
Jönköping Juni 2006
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Acknowledgements
The work of this thesis could not have been possible without the help of certain people.
We would especially like to thank Jonas Hedberg, the regional director of Oriflame Western
Europe, for giving us great support and advice in our research.
We would like to thank Oriflame in general for providing us with material support in order
for us to conduct our empirical research.
We would like to thank our tutor, Professor Helén Andersson, for giving us good advice on
how to conduct the study in a scientific way.
We would also like to thank the following people for contributing to the thesis in different
ways:
Anna Sundell, regional director of Oriflame Småland, Sweden
Francine Schoreisz, communication and training manager in the French Association of Direct
Selling.
Inger Karlsson, regional manager of Oriflame Jönköping, Sweden
Jack Goelst, former regional director of Oriflame Holland.
Jenny Ehle, marketing manager of Oriflame Sweden
Jesper Martinsson, COO of Oriflame
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Master Thesis in International Marketing
Title: Foreign Market Analysis – A 5 Cs Approach
Author: Jarne, Marion
Tunbjer, Michael
Tutor: Anderson, Helén
Date: June, 2006
Subject terms: Foreign Market Analysis, Foreign Market Selection, International Marketing, 5 Cs,
Oriflame, Direct Sales, French Market of Direct Sales
Abstract
Background
The global marketplace today encompasses 6 billion people. Many companies are
beginning to see...