Maisons du Monde

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Founded in 1996, Maisons du Monde offers a selection of decoration items and furniture from exotic locations to its customers through multi-format stores and a wide eCommerce platform. The French firm is currently established in France, Belgium, Luxembourg, Germany, Spain and Italy. It is currently looking for op- portunities abroad in order to increase its profitability, its growth and its brand recognition. Maisons du Monde differentiates itself not only by its very appealing, trendy and frequently renewed products at constant and competitive prices but also by its extraordinary merchandising and its strong service. The company is mainly active in the B2C market targeting essentially women between 20 and 60 years old. However, it also has a small sales team that is focused on the B2B market.
The objective of this paper is to propose to Maisons du Monde the best and safest internationalisation strategy, built by using different models, frameworks and strategic analysis. The report’s structure is as follows:
First of all, the assessment of Maisons du Monde’s high level of readiness to enter foreign markets has been supported by the Porter’s diamond along with the deter- mination of firm specific advantages and the Benefits-Price-Costs analysis.
Secondly, based on the PEST framework and the country grid, the country selection has been made following two steps. In the first step, all countries were considered and Japan seemed to represent the best potential candidate for Maisons du Monde’s expansion. However, after deeper analysis of the Japanese market and the appli- cation of the Uppsala model, we decided it would be preferable for the French firm to remain in Europe and we therefore proceeded to the second step. In this step, onl...

... middle of paper ...

... under certain assumptions, the different possible scenarios for Maisons du Monde. As a result, based on the size of the market and on the firm’s existing figures, our sales forecasts for the first year (2015) amount to EUR 6 million and EUR 35.28 million in 2019, which would allow Maisons du Monde to be profitable from the first year.
In nutshell, expanding to the United Kingdom seems to be beneficial to Maisons du Monde. The French company would be present in the four largest European furniture markets without taking any considerable risks or facing any strong chal- lenges. Moreover, the country’s furniture and decoration demand is high and has many similarities with France. Not to forget that by entering the English market, thanks to an ROI of 12%, Maisons du Monde maximises its highest business profit model, fosters its growth and preserves overall profitability.

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