Yves Rocher is a worldwide known brand, making over $2 billion turnover in over 85 countries.
Its international presence is done through subsidiaries and partners who bear the mark and distribute its products, thanks to a sophisticated marketing plan. Yves Rocher is thus strongly active in Eastern Europe, both in distance selling and in retail. In an Eastern Europe market, the brand has identified structural weaknesses in its local partner whose turnover is well below the market potential. The General Directorate of Eastern Europe (27 countries) decided to study the market potential, and to consider changing partnership.

Business issue n°2:
In which new country should the brand Atlas For Men locate after its French, German and Belgian successes?

The answer of B.D.C:
1. A market survey across Europe allowing to score 30 keys factors of location.
2. A focus on the 3 more attractive countries for Atlas For Men. The customer agrees with the suggestions of B.D.C and asks for support during the launching preparation. [...]