Eco-Friendly Umbrellas in the U.K

Introduction:

As we selected the UK as our target market, based on the country attractiveness analysis, we tried focusing on basic, everyday problems a UK resident might face and needs fixing. The UK is a very rainy country and for that reason, we chose to export Eco-friendly umbrellas to that market. It is Eco-friendly because it is made from recycled materials, has a bamboo handle and is perfect for a rainy region of the world, but also a region that cares about its environment.

Product:

That Eco-friendly product comes with a cost. The recycling process is expensive and finding the right materials as well as ensuring every worker gets paid a decent wage to help the company gain popularity among the masses, makes this product costly. It is sold at 30$ and will last for an extensive amount of time (10+ years with a proper use).

Obviously this cost takes away a part of the population that does not wish to spend that much on an umbrella. A typical consumer could be described as a 24-50 year old individual, active and part of the established middle class, and aware of the environment issues facing the planet.

The manufacturer of the product that has charged us with the export of its product is Haas-Jordan, an umbrella manufacturing company located in Holland, Ohio. They sell products via their website, but have decided to create this new Eco-friendly umbrella, their first of the kind. And they decided to export it internationally to enter a new market and gain market share. The company was created in 1899 and has a few different categories of umbrellas (Golf, folding & fashion, specialty, designer made)... and their launch of the new umbrella will be good for their company image.

The product is currently on the introduction stage, with a whole new market to conquer. The product is obviously of high quality and a price skimming strategy will be used, because the retail price will be higher than the one of classic umbrellas.

It is our duty to ensure that this...