Question

Topic: Strategy

To Differentiate - Open A Shop Based On The Image

Posted by Anonymous on 8/13/2009 at 4:17 PM ET 125 Points
and values to a County???
Ex. Open a shop in a mall, witch in this example is Switzerland. Market and sell products with origin Switzerland, and promote their values, like precision, technique, high quality, and more. Name it as an example "Pure Switzerland" / "100% Switzerland"

Couldn't this be as good name and differentiate the shop, as good as anything else?

If a country have a good international reputation, could you use it for what it worth and have this kind of shop? You could even have travel services and market travel related services.
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RESPONSES

  • Posted by Gary Bloomer on 8/13/2009 at 8:46 PM Accepted
    Dear John. Steinar,

    You could indeed do this, your plan seems sound, but to whom will you sell?

    If you already have a market, I'd urge you to do more research. Figure out who your main competitors are, what you'd be selling, what your costs might be, how long it might take before you break even, where your funding will come from, and to move from there.

    But must you be in a bricks and mortar store? Would an online store suit you better? To see what other people are doing you might want to review the offerings from:

    https://www.swissmade.com/
    www.switzerland.tv/
    www.about.ch/
    www.switzerland.com

    I hope this modest answer helps you in some way.

    Gary Bloomer
    Wilmington, DE, USA

  • Posted by cookmarketing@gmail. on 8/13/2009 at 9:14 PM Member
    Ceux qui habite en la Suisse, déjà savoir la qualité et où trouver leurs marques préférées. Cela partirait le marché de voyageur de touristes/affaires, grand mais compétitif. Ici dans l'USA, là une villes et un états multiples qui se marquent et il semble travailler.
  • Posted by SteveByrneMarketing on 8/13/2009 at 11:43 PM Accepted
    Gary provided you with good input and the swissmade link.

    Promoting Swiss values could be a good differentiating strategy in a broad segment way. But if you were to narrow your segment definition to only "swiss made products" then you would need to differentiate from your "Pure Switzerland' competitors. So how are you positioned relative to swissmade and the like?

    Steve
  • Posted on 8/14/2009 at 4:03 AM Author
    Thanks to you all. Appreciate your replies.

    I guess - open a store like this, in an average mall i the USA, will without doubt differentiate it. It's almost as you move an Epcot country stand into a mall, but filled with this country products. I have hardly seen this.....Bad idea?

    A "Swissmade" store with watches , versus a "Watch store" (just like any other). I would think that you get some other selling/buying propositions.

    But what is the big drawback? If you have several unrelated products, you might say that there is a low competence....? An unpopular decision from this country's government could have negative effects?

    After opening a store its possible to open an online store. I also see the opportunity to cooperate and get financial help from several of the country's producers, financial help from this country export bureau, and more.

    In a well visited mall, you could market travel related services as well.

    Any comments?

    best regards

    John
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