Summary

Purpose and Mission……………………………………….P3

Analysis of Environment………………………………….P4

Strategy and Objectives…………………………………...P7

Tactical programs…………………………………………….P10

Budget, Performance Analysis and Implementation….P13

References and Citations…………………………………………P14

Purpose and mission

Purpose:

The main purpose of the launch of this product is to gain market share (increased turnover of the company). However, creating "Dosette" we intend to develop a new market segment lava linen-dose integrated.

Mission:

A Frenchman in two know the brand with the launch of this product we want to not only enhance the image (enhanced brand identity) to the French, but we also record in a proactive ethics with innovative our quality products. We claim our responsibility in preserving the environment.

Analysis of the environment

Market analysis

Presentation of the white sector

It is the sector which interests us and he is even divided to him into two parts:

The Household appliances (PEM).

He gets the devices of small sizes. These devices serve generally in:

• The interview of grounds: (vacuum cleaners, cleaners vapor).

• In the ironing: (irons, power plants vapors).

• In the culinary preparation: (multifunction robots, in the hygiene and in the body care: (razors, hair remover, balance).

• In the preparation of the coffee: (barkeeper, expresso and mill).

The Household electrical big person

He concerns the devices of bigger size and that one under divided in three zones:

• The wash: (washing machine, dishwasher, tumble-dryer, and washing / driers).

• The cooking: (cooks, cook tops, ovens, baskets and microwaves.)

• The cold: (refrigerators, Freezers and wine cellars)

Summary table of the household electrical equipment penetration rate in devices of the French households since