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Company Background

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Submitted By janelle
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Executive Summary This report contains 4 main parts about ECE Technologies expanding into the German market, through Berlin. ECE will be bringing in two goods, which is 32’ and 40’ LED TV into the European market.
ECE will be collaborating with Electrolux, with a mutual contract that may or may not lead to a joint venture in the future
An overview of the Germany market along with a PESTLE analysis is also included for analyzing purposes. A market segmentation review is also included to sift the saturated LED TV market in Germany.
A projected share of earnings and profit and loss are also featured to highlight the tangible benefits of entering into the Europe market through Germany. . A new project management team will also be set up, as personnel have been recruited, and a Gantt chart is also featured to ensure the penetration of ECE into the German market is profitable and feasible.

1.0 Background
ECE Technology brand adds value to customer lives through its durable, dependable and design-chic products. By introducing LCD TVs (in sizes 32 inches and 40 inches) into the European market, we’re planning to start off with these low range luxury goods to penetrate into the European market, namely Germany. This penetration will be done through piggybacking the LCD TVs onto company Electrolux, one of the most prestigious white appliances retailing outlets in Europe. By implementing this style of penetration, there will be hurdles and managing issues to handle as even using the relatively safe method of piggybacking, where a company mainly places their products with products of the larger company that are non-competitive but related, and complementary and allied. (Hollensen, 1998)
ECE’s liaison with Electrolux is also essential to ensure success abroad. This is because Electrolux as the host for ECE would incur spillover of business knowledge for ECE to acquire

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