International Feasibility Study for Tastecard

tastecard:

International Market
Feasibility Study
1.0. – Executive Summary

After conducting an analysis of the French business environment, findings suggest that tastecard would achieve a good level of success in entering the French market. It has been established that France and the UK have many similarities in terms of dining out, culture and the economy. The fact that France is well known for their love of food, and that being only a partial aspect of what France has to offer, tastecard will be able to enter this new market with minimal difficulty. With the rising global demand in ‘daily deals’ and the on-going expansion of restaurant chains in France, the tastecard scheme would be positively affected. In light of this, pricing strategies, promotions and adaptations will also assist tastecard in entering the foreign market place.

In contrast, both La Four Chette and Groupon (France) have proved to be large competitors in this line of business and pose as the greatest threat in hindering tastecard’s international move. Consequently, although tastecard will achieve a reasonable amount of market share when expanding into France, it is not certain that they can establish themselves as market leaders. A future recommendation for tastecard is to continue growing into new foreign markets, establishing and developing their global brand name.

* 2.0. – Company Background and Target Market

Starting out as tastelondon in 2006, tastecard quickly established themselves as the capitals leading diners club. In July 2010, after their rapid growth, tastelondon was re-branded and newly named tastecard. Tastecard is the UK & Ireland’s Largest Diners’ Club with over 5500+ participating restaurants, offering over 500,000 members’ huge savings every time they dine out, allowing members to enjoy taste discounts nationwide (Tastecard, 2012). Tastecard works by giving each member a personalised membership card which is shown at

References: * Central Intelligence Agency. (2012). The World Factbook: France. Available: https://www.cia.gov/library/publications/the-world-factbook/geos/fr.html#top. Last Accessed 18th February 2012. * Cruising Holidays. (2012). Paris to Normandy Coast. Available: http://www.cruisingholidays.co.uk/eriver.aspx?hid=E170. Last Accessed 20th February 2012. * Dismal Scientist. (2012). France. Available: http://www.economy.com/dismal/outlook/country.aspx?geo=IFRA. Last Accessed 15th February 2012. * Eucommerz. (2012). France Business Environment. Available: http://www.eucommerz.com/business/france. Last Accessed 19th February 2012. * Euromonitor International. (2010). Consumer Foodservice in France. Available: https://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx. Last Accessed 18th February 2012. * Facebook. (2012). Tastecard. Available: http://www.facebook.com/tastecard. Last Accessed 21st February 2012. * Garwood, M. (2011). Tastecard vouchers stolen from Carphone sold on eBay. Available: http://www.mobilenewscwp.co.uk/2011/10/tastecard-vouchers-stolen-from-carphone-sold-on-ebay/. Last Accessed 21st February 2012. * Geetha. (2009). Factors Affecting International Marketing. Available: http://www.valuedarticles.com/article/factors-affecting-international-marketing-3277-1.html. Last Accessed 16th February 2012. * Groupon-France. (2012). Who are we?. Available: http://www.groupon.fr/qui-sommes-nous Last Accessed 18th February 2012. * Google. (2012). Tastecard. Available: http://www.google.co.uk/html. Last Accessed 21st February 2012 * Google Maps * Lewis, M. (2009). Restaurant discounts here to stay says Martin Lewis. Available: http://www.bighospitality.co.uk/Trends-Reports/Restaurant-discounts-here-to-stay-says-Martin-Lewis. Last Accessed 17th February 2012. * Liu, L. (2009). French VAT Cut Boosts Restaurant Trade. Available: http://www.businessweek.com/globalbiz/content/aug2009/gb20090817_484265.htm. Last Accessed 18th February 2012. * Marketing Teacher. (2012). Pricing Strategies. Available: http://marketingteacher.com/lesson-store/exercise-pricing.html. Last Accessed 20th February 2012. * Martin, C. (2008). France Marketing: Pricing Strategies. Available: http://internationalbusiness.wikia.com/wiki/France_Marketing:_Pricing_Strategies. Last Accessed 21st February 2012. * Rayport, J and Sviokla J. 2000. Exploiting the Virtual Value Chain. Available: http://www.sdpc.edu.cn/jpkc/xdglx/syjx/jh4/-%20Exploiting%20the%20Virtual%20Value%20Chain.pdf. Last Accessed 21st February 2012. * Scribd. (2012). Pestal France. Available: http://www.scribd.com/doc/36606235/pestal-france. Last Accessed 15th February 2012. * Senior Watch. (2003). Socio-Economic Environment: France. Available: http://www.seniorwatch.de/country/france/Socio-econenvir(France).htm. Last Accessed 18th February 2012. * Start Up Overseas. (2010). Marketing a Business. Available: http://www.startupoverseas.co.uk/expanding-a-business-in-france/online-marketing-and-digital-media.html. Last Accessed 17th February 2012. * Sylvestre, C. (2010). Penetration Pricing Strategy in Foreign Markets. Available: http://tonraccommunications.blogspot.com/2010/10/penetration-pricing-strategy-in-foreign.html. Last Accessed 20th February 2012. * The Carphone Warehouse. (2011). Half Price Dining. Available: http://www.androiduknewsetc.com/wp-content/uploads/2011/02/tastecard-at-cpw.png. Last Accessed 18th February 2012. * Trade & Investment. (2010). International Marketing Strategies. Available: http://www.ehow.com/list_6903948_factors-affecting-product-adaptation.html. Last Accessed 20th February 2012. * Tutor2u. (2010). Strategy: Value chain analysis. Available: http://tutor2u.net/business/strategy/value_chain_analysis.htm. Last Accessed 21st February 2012. * Twitter. (2012). Tastecard. Available: https://twitter.com/#!/tastecard. Last Accessed 21st February 2012 * UKForex * UK Trade & Investment. (2011). Overseas Business Risk - France. Available: http://www.ukti.gov.uk/uktihome/premiumcontent/107305.html. Last Accessed 18th February 2012. (Tastecard, 2012)