Sunbrella In Greece
Presented By:
Sriharsh Singhania
Dated on:-15.01.09

Company background
 It was founded and established in 1880 by John
Q Gant.
 Headquartered in North Carolina USA
 Owned and managed by Gant Family
 In 2006 it was awarded as best Sun protective
performance fabric.
 Tied up with Astrup Company and John Boyle &
company

Product – ‘Sunbrella’ By Glen Raven
 Famous for its colors and Brand Image
 Leader in fabrics for owning and marine
applications in the world.
 Source of energy and also an outlet to power
small appliances.
 Can be beneficial to multiple users.
 Has become more popular consumer choice
for both outside and inside applications

Country of Origin USA
 Affirmative Global Image
 Renowned in Technology
 Free trade relations with Greece, since long
time
 US$2.14 billion exports to Greece in 2007
 “Greece” – A Favorable Destination

Country Profile Greece
 Capital – Athens
 Population – 11.1 million
 Religion – Christianity
 Major Language – Greek
 Main Exports – Textile, clothing, oil products
 GNI Per capita- 29,630$USD

PEST ANALYSIS

Political Analysis
 Parliamentary republic with the
president as the head of the country.
 Stable and extremely business friendly
government.
 Strengthening ties between U.S and
Greece.

Economical Analysis
 Country of developed economy
 Positive Approach for foreign goods
 Free trade agreement between USA and
Greece

Social Cultural Analysis
 Rich cultural background
 Commanding history covering almost
3000 years
 Growing demand for fashion goods
 Global social and cultural awareness and
assistance

Technological Analysis
 More opportunities for research and
development activity
 Technology always changes quickly

Economic Data
 Gross Domestic
product of purchasing
power parity is
$342.8 billion
 GDP per capita is
$30,500
 Tourism contributes
15% of GDP

Pros & Cons of the Product

Opportunities & Threats
In Greek Markets

Theory of Competitive Advantage
Michael Porter
Factor Endowments
Firm Strategy, Structure & Rivalry Demand Conditions
Relating & Supporting Industries

Marketing Objectives
 To build up brand awareness in Greek
market in a Year
 Get the market share in several Greek
major cities such as Athens, Attica, and
Alexandroupolis
 Set up its on own manufacturing unit in
Greece within 2 years

Market segmentation &
Targeting
 Our main target markets will be the most
popular cities, in means of tourist attractions
and high standard of living
 Athens, Attica, Piraeus, Attica,
Alexandroupolis Ionian Islands, Milos Islands,
KOS, Crete, Rhodes Islands, and Volos
 Distribution and promotion will be in super
markets, cafeterias, hotels, and cruises.

Barriers To Entry
 Import Rules & Regulations
 Low Brand Loyalty
 High Promotional Costs

Mode Of Entry
 Stage 1:
- Direct Exporting
- Strategic Alliances
- Establish Foreign Sales Subsidiary
 Stage 2:
- Foreign Production

Marketing Tactics
 Product Policies
- Various Models and Designs
- High Quality Fabric
- New & Innovative Technology
 Pricing
- Discounts on “First 50 Sunbrellas” sold, from
each outlet
- Different shapes & sizes for different Prices
- Hellenic Govt. provide Subsidy to new
Know-how products

Marketing Tactics
 Distributions & Alliances
- Get into an existing Distribution Channel
- Research on various existing Distributors
- Screening and refining
- Selecting “One” favorable Distributor for each
city
- Create Alliance with Solar Energy
Organizations i.e. Hellas Solar, Intersolar,
Ecosys, Avent Services, etc.
- Open Outlets in Popular Shopping Malls and
markets

Marketing Tactics
 Promotion
- Send Brochures to Cafes, Restaurants, &
Resorts
- Greek Advertise in Televisions, Radios &
Newspapers
- Hoardings and Postures on Popular Tourist
Destinations & Markets
- Stalls on Beaches
- Invite News Agencies to do research on the
product and publish articles about its new
technology in magazines & newspapers

Future Plans
 To Open A Production Unit in Greece in 2 Years Time
Thank You