INTERNATIONAL MARKET

ASSESSMENT AND ANALYSIS

[Writer Name]
[Institute Name]

International Market Assessment and Analysis

Introduction
Internalization is the method used by some firms to expand their companies into one or
multiple foreign countries to increase the market power and to become a well-known trading
mark in many countries. Recently, many companies in the UAE started to go through this road to
expand their international scope. This big step done by these national companies will not only
enhance the condition of these companies only, but it will have a positive impact on our country,
as it will make our country more active and having more relations with the other countries.
We chose Camel cookies industry to expand due to many reasons; these will be discussed
in details shortly. Camel cookies industry has five branches in the UAE; the main branch is
located in Abu Dhabi and there are two more branches located at the same city, one branch in Al
Ain and one in Dubai. Camel cookies industry is concerned mainly in the production of unique
types of cookies and chocolates.
After a long research done to pick the best country to expand to, we found that France is
the most suitable country for that, due to many reasons which will be discussed thoroughly in
this report.

Business Concept
1- Mission
To make cookies with the finest quality to be capable of the competition with the
other industries and it enhances the goodwill of the industry.

2- Vision
To make the finest cookies with affordable and less prices than other competitors,
because everybody should have the chance to taste our cookies.

3- Size and type of industry

The number of employees working currently in the 5 branches in the UAE is
around 300. With the expansion of the industry we will require to increase this number to
several folds. We plan to hire 50 employees for each branch that we open in France. This
number is not fixed; it may differ according to the load of work on each particular
branch. Our industry as mentioned earlier is concerned about producing cookies and
chocolates that are produced using high quality ingredients.

Product Analysis
Camel cookies industry makes fine products which are 100% naturally produced. The
main ingredients used are composed of wheat and full cream camel milk with a variety of
different flavours. Camel cookies industry produces around 10 tons of products in the UAE per
year.
The products of camel cookies industry target a wide range of ages. They are suitable for
the kids, adults and elderly.
The desserts that we sell come in packs. There are two different sizes, the price small
pack which has 12 pieces range from (10-25 AED) according to the type of the cookies and the
flavours used. The large size which contains 24 pieces costs from (20-45 AED).

Environmental Assessment (France)

It is a vital step in the internationalization process to study the environment of the country
which you plan to expand your market to. The environmental assessment has many different
aspects and each one of these will be discussed below.

1- Socio-Cultural Analysis
France is a European country bordered by four countries; Belgium, Germany,
Italy and Spain. It is one of the biggest countries in Europe and it is a multi-cultural
country. France has become a country for more than 64.2 million people according to the

last census conducted in 2015. It is the 22 nd country in population. It is very important for
any person living in France to learn their language because French people are extremely
proud of their language. It is worth mentioning that France is considered as a home for
many people with different ethnicities and religions.
France occupies the 7th place in the list of top 10 countries in production and
consumption of cookies and chocolate around the world.

2- Economic Analysis
The economy of France is very stable compared to many other developed
countries. Frances economy is the fifth largest in the world and represents around one
fifth of the Euro area gross domestic product (GDP). Currently, services are the main
contributor to the countrys economy, with over 70% of GDP stemming from this sector.
In manufacturing, France is one of the global leaders in the automotive, aerospace and
railway sectors as well as in cosmetics and luxury goods. Furthermore, France has a
highly educated labour force and the highest number of science graduates per thousand
workers in Europe.
Compared to its peers, the French economy endured the economic crisis relatively
well. Protected, in part, by low reliance on external trade and stable private consumption
rates, Frances GDP only contracted in 2009.
France exports a wide range of goods and services and has an export-to-GDP ratio
close to 30%. Frances highest dollar value goods exports include machinery, aircraft and
spacecraft, vehicles, electronic equipment and pharmaceutical products.

3- Legal and Political Analysis

Employment laws:
1- Hiring: written contracts are mandatory to all grades and levels. And it
should be in French.
2- Firing: employee cannot be fired unless the organization specifies one
of the reasons that are mentioned in the French law.

Taxation:
Current standard rate is at 19.6%. The reduced rate is 5.5%. A specific
rate of 2.1% applies only to the drugs.
Subsidy policy is applicable only to agricultural and green revolution
products.
Government in France is semi-presidential system determined by the
French constitution. The nation declares itself to be an indivisible, secular,
democratic and social republic. National government is divided into a legislative
and a judicial branch. The president shares executive power with the prime
minister.

4- Competitive Environment Analysis

As I mentioned earlier, France occupies the 7 th place in the production and
consumption of cookies and chocolates around the world, therefore, it is expected that
there will be a big competition between so many different industries concerned with the
production of cookies and chocolates. Some of the biggest competitors for our industry
include (La Fabrique, Pierree & Tim Cookies, and Anns Cookies). It will be a difficult
challenge for Camel cookies industry to divert the attention of the consumers away from
these well-known industries. But for that challenge we put some plans that will help us
attract the customers to buy our products. We will start selling our products with low
prices to make the people try our products. And then after Camel cookies industry
become a well-known industry in France, we will raise the prices but the prices will
maintain lower prices than other industries.

References
France Environment. (n.d.). Retrieved December 04,2015, from Nations Encyclopedia
France Science and technology. (n.d). Retrieved December 04, 2015, from Nations
Encyclopedia
Boutekedjiret, C., Vian, M. A., & Chemat, F. (2014). Terpenes as Green Solvents for
Natural Products Extraction. In Alternative Solvents for Natural Products Extraction (pp.
205-219). Springer Berlin Heidelberg.
Outline of the French Economy. (2015, February). Retrieved December 4, 2015, from
Countries Quest
Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley
& Sons.
People and Scociety, Social Issues. (n.d.) Retrieved December 04, 2015, from Countries
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VCSMR, P. (2012). Understanding value: a consumer perspective in UAE retail
market. American Journal of Business and Management, 1(4), 190-195.