VCW 4 Landeau: International Expansion Strategy
Identifying the optimal location for Landeau's global expansion.
Considering that Landeau is receiving several proposals to grow worldwide, which location(s) should we select?
This project addresses the challenge of identifying the best location for Landeau's international expansion, given the numerous proposals the company has received, utilizing the Value Creation Wheel (VCW) framework.
Overview:
Landeau, a chocolate cake company, sought to expand internationally due to high demand and numerous proposals. The team used the VCW framework to analyze potential locations, ultimately selecting Vienna, Austria. The project focused on maintaining the brand's unique concept and premium experience while navigating the complexities of international expansion.
Application and Process:
The process began with a diagnostic phase, analyzing Landeau's strengths, weaknesses, and the market environment. The core challenge was defined: selecting the optimal location for global expansion. The team then generated ideas and filters through research and brainstorming. The POCR method was used to refine these ideas and filters. Through VCF, the team narrowed down potential locations, ultimately selecting Vienna, Austria. The team then analyzed the target market, developed a market entry strategy, and created a prototype for the new store.
Key Takeaways:
Vienna, Austria: Identified as the optimal location due to its strong tourism industry, favorable business environment, and high chocolate consumption.
Maintaining Brand Identity: Preserving Landeau's unique concept and premium experience is crucial for successful international expansion.
Logistics and Supply Chain: Ensuring the smooth transportation of the chocolate cake from Lisbon to Vienna is essential for maintaining quality.
Competitive Landscape: Understanding the competitive landscape in Vienna, including established cafes and patisseries, is crucial for differentiation.
Financial Planning: Developing detailed financial projections and scenarios is essential for managing the costs and risks of international expansion.
Conclusion:
The VCW framework effectively guided Landeau in identifying the optimal location for international expansion, demonstrating the methodology's effectiveness in addressing complex business challenges and facilitating strategic decision-making.