Richard Botton came up with the brand and the concept Bexley, French shoemaking institution 3 decades ago without the industry understanding in Lyon, France. This individual remains the president with the company today. But , in December 2017, the brand continues to be acquired by the group LBO France (Group who own the brands IKKS, The Kooples) and a fresh chief executive has just been named, Bruno Luppens (ex-chief professional of Lacoste).

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The company now has 15 providing points, 13 in Italy and one particular in Belgium as you can see around the map. More precisely, three or more in Lyon, the city of origin, 7 in Paris, and after one particular in every single city of Annecy, Marseille, Aix en Provence and Wonderful. And the one in Belgium is within Brussels.

Each of the shops are non-franchised and they are entirely owned or operated by Richard Botton, the president. This kind of fact points out the small volume of shops.

The brand name in numbers is a ¬35M annual proceeds of above 250 500 pairs of shoes sold each year.

The brand can be selling an array of product like casual and dress shoes, tshirts, pullovers, belts or components and many others this is why below.

The initial selling point (USP) of the firm is the best affordability on the market. The manufacturer is selling products with savings on every item all the season. For that, the products can be bought independently but as well in provides, and the even more you buy, the cheaper the product become. Many products are developed in-house to enable them to ensure to reply to the customers’ needs and to remain the costs as low as possible. While the prices happen to be low, they seeks away premium recycleables so that each Bexley product is a top quality item. Therefore , Bexley is really targeting males seeking luxurious footwear in really good prices.

Over 70 selling factors worldwide (France, Belgium, Morocco, Tunis, and Switzerland).

More than 65 offering points around the world (France, Swiss, Poland, French West Indies, Morocco, Algeria, Slovakia and the Czech Republic)

For as soon as, we can declare the company provides two export experiences. Initially with the feature in Athens and then with the possibility to acquire the products worldwide via the brand’s online shop.

Inspite of the wide range of item, we is going to focus on clothes shoes just for this marketing strategy.

To be able to choose the several countries We first utilize the website Comtrade. On this map, we can see the countries where France export products the more shoes or boots.

With the help of this kind of map, I have chosen 4 potentials concentrate on markets: The japanese, Germany Sweden, and Morocco.

Japan mainly because according to articles that we found they have a real desire for dress shoes. JM Weston, a well known brand is usually implanted generally there and Japanese people are coming to France in order to learn more about dress shoes and the development of these items. Consequently, your competitors is hard in Japan, they have a large number of outlets. Even if there is also a huge tradition difference, the country is safe and folks have a fantastic purchasing electrical power. Therefore , the transport can be complicated by reason from the situation with the country.

I select Germany for the reason that country is incredibly close to England, in term of transportation, it is very simple to export items. They also have an excellent purchasing electric power and it’s a secure country. There’s no real problems concerning the dialect as they speak English plus the culture is not actually different. However as we can see in Appendix 1, sports shoes represents only 20% from the German Shoes market.

Sweden because they have a very high getting power, they speak very well British (appendix 2) and the nation is very secure. But the labor price is high compared to various other countries plus the culture is different from in the wintertime people wear dress shoes just for the inside and boots constantly.

And The other agents because of its situation, the low labor price and the fact that Moroccan spent money on dress shoes and there are the lot of vacationers.

For picking out the country We made a graph with criteria, we could use to find which market can be the greatest.

With the help of this graph and everything the research I made, the region I’ve chosen to select is definitely Morocco.


Fitch Score: BBB

Coface Rating in Country Risk: A4 (appendix 3)

Transparency International: ranking 90/176


The leather shoe industry is an important component of the customer goods sector.

Investments made in the leather sector in 2010 amounted to 147 million dirhams, which compares to a thirty percent increase when compared to 2009. 85% of these opportunities are made in the footwear market.

Moroccan exports of animal skin underfoot declined in volume (source FAO) to a average of 4. 3% per year although imports grew by a CAGR of eleven. 6% between 2001 and 2011.

Ocean going transport accounts for more than 95% of the transfer of international trade.


The leather boot sector can be benefiting from increasing population income levels, allowing consumers in various socio-professional groups to spend even more on clothes.


Deal with against counterfeiting (The firm may deal with counterfeiting difficulties with their products).


Aside from import obligations, the leather shoes sector is usually not subject to any particular standards or regulations.

Contencioso language can be Arabic but French is normally used in organization.

Inefficient administration and corruption are, in essence, the two key impediments to foreign control (BTI 2016)


The implementation in the Environment Upgrading Strategy (MANE) and the Countrywide Human Creation Initiative (INDH).

Labor value:

We can see which the average salary in Morocco is low, so this is an opportunity to have a cheap work force. And after, Asia, Germany, and Sweden happen to be approximately in the same array of wages and the labor force can be well paid (appendix 4).

Market Info:

Source: Community Bank

For the whole period 1960-2016, there is a average of 30, 78%. Imports of dress shoes in Morocco this year


Many local industrial sectors produce cheap leather shoes plus the selling of dress shoes experiences two types of distribution sites:

Specialized sites:

Specialized superstores

Branch shops

Independent suppliers

Generalist systems

Clothing stores

Food grocery stores

Distance selling (I don’t found any relevant and recent data here. )


The decision of purchase of the average Moroccan buyer is most typically based on the retail price applied by the retailer. Hence, the local marketplace, with its thirty-two million residents, presents a crucial demand for low-cost shoes. Which is great for Bexley that offers shoes at a really low price when it’s bought my own pack. And also a developing demand from a more prestige.

Target market and positioning:

As in France, the positioning of the trademark will be a cheap but premium quality dress shoes vendor. We’ll focus on Moroccan buyer and also visitors that are incredibly present in the country and as in France, men seeking extravagance footwear for really good rates.


Great for small corporations that lack resources

Quicker access to the industry

Licensee will not be committed

Insufficient enthusiasm for the licensee

Risk of opportunist

Licensee may become a future competitor


International expansion which has a minimum expense

Franchisees’ revenue tied to all their efforts

Availability of local franchisees’ knowledge

Limited franchising options overseas

Insufficient control over the franchisees’ operations

Cultural problems

Physical proximity

Joint Venture

The bigger rate of return plus more control over the operations

Showing of resources

Access to a distribution network

Contact with neighborhood suppliers and government representatives

Lack of control

Lack of trust

Conflicts developing over concerns such as tactics, resource portion, transfer prices, ownership of critical possessions (as technologies and company names)

Finally, I decided that the most adaptable setting of access is the operation.

I found a write-up that shows that the macroeconomic trends of Morocco will be ideal to formulate a operation. Because of the stable growth charge of the GROSS DOMESTIC PRODUCT over the years and the fact that Moroccans are now getting into the middle course where manufacturer awareness becomes really important. I actually also found that 55% in the franchises in Morocco are dominated by retail franchises. Also, French franchises happen to be in the initial position in the country with United-States franchises inside the second placement. These facts show that it is good opportunity for Bexley to spread out a business there.

A report also shows that the most desirable industries to spread out a operation in this region are restaurants in first position and apparel in the second situation.

Therefore a whole lot of Moroccan franchisors say that there are a couple of obstacles to overcome. Such as the complexity of actually finding the right community partner, the administrative formalities and the challenges of version of the ideas. Hence the organization needs to find the correct partner to adapt to regional cultures while keeping their very own brand id.

Consequently, the challenges and obstacles of the brand may be:

¢ Counterfeit of the goods

¢ Find the right franchise

¢ Adapt to local culture

¢ Weak trademark security

¢ Franchise costs: a significant amount of the purchase

For the positioning of the franchise, I decided that will put the store in the associated with Casablanca due to the high human population density as well as the high getting power of the inhabitants.

The rand name needs to give a daily support to the operation like establishing meetings for training and training and also support to ensure that the franchise would have been a success. The business may also transmit the ideals of the company so that the franchise won’t add a wrong picture to the clients and worsen what they take into account the product and the brand.

For any franchisor, one of many challenges is usually to adapt the concept towards the local culture and the target audience, without losing the identity of the trademark. I will work with here the mixed promoting with the 4P to see what changes could possibly be made to fit the Moroccan customers:


For the price, the brand simply needs to position the prices from your currency, the dirham.

The gown shoes can be purchased 139¬ for one pair and the second couple at 99¬, so 119¬ per set if you buy two. And after the third one is by 119¬ in order that every couple is at precisely the same price.

In term of transportation and delivery to get the product, the maritime transport is the most appropriate, and as We mentioned before, this kind of transport accounts for more than 95% of the transport of international trade in Morocco, also this is easy mainly because Casablanca is situated on the seacoast and has a harbor. Consequently , this transportation is high-priced.

Since it is difficult to find some information about the rates so I manufactured a ruse on the Cma-CMG website intended for maritime transportation from the Refuge (France) to Casablanca.

Advertising and marketing:

In France, Bexley promotes in men’s magazines such as Le Point. These journals are was executed to target businessmen who happen to be potential customers intended for the brand.

It truly is, therefore , possible to promote the brand in a Moroccan mens mag such as VH. The story needs to be made before the release of the shop but still following to maintain the awareness.


At the inauguration of the retail shop, the rand name can plan some product sales in order to attract customers with low prices. Of course, if they are content with the products, they are going to after becoming loyal consumers to the company and will come back to buy various other products. To be able to attract one of the most people, marketing should be manufactured before the beginning of the shop for example flyers and promo in magazines.

Normal mail:

The brand can also look into the buyer database to verify that they already have dedicated customers that shop simply by Internet or perhaps in Portugal (every client has a membership rights with their address mentioned) and send them e-mails to share with of the following opening of the shop in Morocco. This could also produce a positive personal between the regional inhabitants.

Website marketing:

The power of social networking in business can not be underestimated, thus the company also can promote the modern shop getting into online marketing. They can create a company profile dedicated to this metropolis like “Bexley Casablanca” on the social media and talk about the sales, show pictures in the shop as well as the products to develop interest.

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