INTERNATIONAL STRATEGY - CASE STUDIES
PREMIUM PETCARE LTD
Background
Premium Petcare Ltd is a UK-based distributor of pet products by mail order and e-commerce to consumers operating under the brand name “Petpyjamas”. The company wished to assess the French market and define an entry strategy.
Frenger's role
Frenger International was retained to evaluate the potential of the market for Premium Petcare's products and method of distribution. Local competitors were also identified and evaluated. Based on the market and competitive analysis, Frenger confirmed the attractiveness of the proposed expansion into France and made a recommendation on a method of entry.
Conclusion
The research concluded that the market was fragmented with no dominant player. Market trends were positive with increasing spending on pets. The recommendation was to enter by acquiring at least one small company and if possible two. This recommendation was implemented and within three months Premium Petcare, with the help of Frenger M&A Division, had completed the acquisition of three small companies in France.
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