The White Company Presentation

THE WHITE COMPANY'S EXPANSION TO SWITZERLAND

Delivering Timeless Elegance to Switzerland

Lucy Gwyther Marketing & Communications

As Swiss consumers ' appreciation for refined English brands grows, The White Company has a unique opportunity to provide their signature style to this discerning market.

"Precious moments of uncomplicated happiness are our constant inspiration".

why switzerland?

Justification for expansion

1.PositiveperceptionofUKbrands:SwissconsumersaredrawntoUKbrandsbecauseoftheirtraditional reputation,dedicationtoquality,andrichheritage."Swissconsumersappreciatethestyle,design,and innovationofferedbyEnglishbrands,particularlyinsectorssuchasfashion,homeware,andtechnology." (Statista,2018)

2.Strongaffinityforluxuryandpremiumbrands

3.Stableeconomy&environmentandexcellenttestmarketforfurtherexpansiontoitsadjacentcountries France,Germany,AustriaandItaly,bymeansofdistributionnetworks.

4.EconomicCompetitiveness:TheSwisseconomyisoneoftheworld'smostadvancedfreemarket economieswith averyhighpurchasingpower(InstituteofExport&InternationalTradeetal.2018)

5.StrongUK-SwitzerlandFreeTradeAgreement(May2023): Thisaimstoreducetariffsandsimplifytrade rules,thuspotentiallysavingUKbusinesses£7.4millioninannualdutiesandmakingiteasierforTheWhite Companytooperate.(GOV.UK2023)

6.Swissimportdemandexpectedtogrowby78%by2050:Thiscouldresultinincreasedmarketdemand fortheWhiteCompany.

7.SupportforSMEs:ThegovernmentisprovidingassistancetoUKbusinessesinareassuchasdigitaltrade andinnovation,whichopensupnewopportunitiesforTWC.

(Statista, 2017)

(WTA Group, 2023)

market Analysis

Understanding key micro and macro-influences

MixedEconomy supportedbystrong servicesectors

Current IndustryTrends

Population

Homewaredominates homesector

HighDemandfor QualityProducts

Switzerland has one of the most developed and cutting-edge mixed economies in the world. In particular, the Swiss banking sector and tourism have come to play a significant economic role along with the service sector, political stability, and economic stability.

Switzerland's market trends demonstrate a strong commitment to sustainability, a culture of innovation, a healthy market for luxury goods, and a quickly expanding e-commerce industry.

(Deloitte 2023)

Switzerland has an affluent and cosmopolitan population of 8.7 million people. Foreign nationals comprise approximately 25 % of the population with 42,000 Britons living in Switzerland.

(The International Trade Administration 2020)

The Home sector online is forecast to grow to be worth 3.5 billion CHF between 2021-2026 and will have the highest penetration of 37.9%. More affordable homeware brands are growing in popularity and Swiss consumers are looking to online solutions. (Global Data, 2023)

Due to the nation's reputation and preference for high-end luxury goods, such as their watch industry, they place a high value on craftsmanship and attention to detail in the products they purchase.

Key Economic Indicators for Switzerland

Amount

Switzerland's GDP figure in the first quarter of 2023 was $213,352 million

GDP & GDP/Capita

GDP per capita = $98,767.33 in 2023 and is expected to rise to $121,062.85 in 2028.

Inflation Rate

The annual inflation rate in Switzerland was 2.2% in May 2023 and is projected to be around 2.00% in 2024 and 1.70% in 2025. (Statista, 2023)

Analysis

Switzerland has one of the highest GDP per capita in the world. This suggests a robust economy with significant purchasing power, which might favour a premium brand like The White Company. The high GDP per capita indicates a potential consumer base with disposable income to buy the kind of premium goods The White Company sells.

Interest Rates

1.75% as of June 2023 (Trading Economics 2023).

Due to its strong currency, reliable energy supply, and price controls, Switzerland avoids the high inflation rates that trouble other European nations, which contributes to a more stable business environment and makes it a favourable market for trade and investment.

Corporate Tax rate 14.9% (Trading Economics 2023)

Low interest rates in Switzerland can encourage business growth by lowering borrowing costs and promoting investment, which will increase business activity and consumer spending.

Switzerland has some of the world's lowest business tax rates which makes it an attractive destination for foreign business owners and investors.

Key Economic Indicators for Switzerland

potential challenges/barriers

Language barriers: Ensure partners have knowledge and experience of all three major languages and their respective regions. French, German and Italian.

Regulatory standards and cultural prefernces: Ensure market entry strategy is localised to each region and their consumers.

Competitive Environment : Many consumers have a preference for Swiss brands that they associate with high quality, however this mostly applies for agricultural goods. (Insitute of Trade Administration 2022)

Customs Regulations: "Goods imported into or exported from Switzerland, as well all those in transit through the country, must be declared to the Federal Officer for Border Control and Security". (Insitute Trade Administration 2022)

Declaration of Origin: The declaration of origin on an invoice serves as proof of origin in the context of most free trade agreements (Portal 2023).

Route to Market

Our Path to Swiss Consumers

The White Company's strategy for reaching consumers is comprised of:

1.Apartnershipwithaspecialiseddistributionpartnerwithknowledgeoflocalisation forthevariedSwissMarketandexpertiseintheretailsectorsofhomegoodsand clothing.

2.Thecreationofane-commerceplatformthatplacesastrongemphasison technology,includingaugmentedreality,chatbots,andpersonalisation.(Onlinewill accountfornearly20%ofSwissretailspendingby2026asspendperheadincreases by32%-GlobalData,2023)

3.AConcessionindepartmentstores:JelmoliandGlobusstores

'the first point of contact for internationalisation'

An important Organisation

"Fast, flevible advise" - free of charge

Offers support with finding distribution partners

Specialists also based in the UK at Swiss Business Hubs

Global network of contacts

Regional business development expertise

"WesupportSwissSMEsintheirinternationalbusinessandhelp

innovativeforeigncompaniestoestablishinSwitzerland."

disribution partners: swiss &

Based in Zurich Experience with SMEs from clothing to homeware brands

The business places a strong emphasis on preserving client relationships and brand integrity at the core of their work.

"At SWISS& we work hard at keeping a high standard qualitative distribution. We aim at long term relationships with the brands we represent by controlling volumes and selecting the perfect retailers in order to make sure your brand’s image is favoured & respected."

tech-company partnership

Considering a Tech partnership to assist the development of The White Company’s Swiss E-commerce platform with fully integrated AI and AR features and Omnichannel solutions, as well as blockchain technology.

Benefits:

Strong e-commerce platform leads to increased sales conversion and engagement as well as enhancing overall customer experience and satisfaction. (Harvard Business Review, 2017)

Provides a competitive edge

Appeals to Swiss consumers

Swiss government gives support and preference to UK companies prioritising innovation

Demonstrates TWC's status as a creative and forward-thinking company.

Exploring blockchain technology for product traceability and inventory control will simplify operations and improve customer relations.

competitors

unique value proposition

How to communicate the brand's USP to the Swiss Market

TargetedMarketingCampaigns:expressingthebrandsideaof'timeless elegance'andminimalisticvalues

LeverageEnglishheritageinmarketingandlaunchstrategies Highlighttherangeofluxurylifestyleproductsthebrandoffers;from bedlinentoclothingrangestosuittheseasons.

Allcommunicationeffortswillre-inforcethebrand'scommitmentto craftmanshipandhighqualitymaterials.

ShowcasetheadaptabilityoftheproductlinetotheSwissmarket,with seasonalandoutdoorproductsforthemountainsandlakesideliving throughcampaignsandtestimonials.

Emphasisethebrand'scommitmenttoSustainabilitythroughmarketing communciations

"We believe in making the most of life's simple pleasures

marketing strategies

Objectives:

1.

Drive online and In-store sales

2. 3.

Cultivate a loyal customer base

Appeal to Swiss consumer ' s interests and preferences

4.

Generate Interest and demand for TWC's products

5.

Establish a strong brand presence and get Swiss consumer ' s familiar with the brand name

how these objectives will be met through marketing initiatives:

1.

A strong digital marketing strategy, as well as by both digital and traditional advertising all communicating TWC's USP and including a call to action.

Optimisation and tailoring of TWC's online platform for Swiss consumers.

2.

Strong CRM strategy including email marketing, website chatbots, personalisation, excellent customer service and loyalty program.

3.

Communicate brand values and commitment to sustainability, localise all advertising content and online platform, partnership with Swiss tech company to enhance e-commerce platform.

4. 5.

Content Marketing including product and value driven advertising and social media content, use of appropriate influencer marketing.

Through PR Strategy: Launch events, pop-up events, CSR, Excellence in Customer relations and services.

advertising campaigns

Unmodedevieraffiné

Inspiration

pricing strategy

The idea of a 5%-7% markup on The White Company's product lines for Switzerland would make sense based on market research.

The extra revenue from the markup can go towards the marketing strategy, partnerships, and other expenses.

Perceived value: A price markup ensures brand positioning and the preservation of TWC's premium image in the Swiss market.

Maintaining competition: By adding a markup, TWC makes sure that its goods are not underpriced and that its pricing is consistent with competitors.

financial projections

3)

4)

5) next steps:

Estimate all costs

Generate a balance sheet projection

Put together an income statement projection

Generation of a cash flow projection

1)

2)

next steps

Next steps in developing Swiss Expansion Strategy

TailorthemarketingandsalesstrategytoSwissconsumerstastethroughfurtherresearchintoSwissconsumer'spreferences.

Compliancewithlawsandregulations:Researchalllocallawsandrules,hiringlegalcounselfamiliarwithSwisslaw.Organisations likeSGEwillbeabletoasistwiththisfurtheralongsidedistributionpartner.

PartnershipsandCollaborations:Explorepotentialpartnershipsorcollaborationswithlocalbusinessesorinfluencerstoincrease brandvisibilityandcredibility.

Recruitment:HirelocalstaffwhounderstandtheSwissmarketandcanprovidevaluableinsightsandconnections.Distribution partnerwilldealwiththisandprovidethebestqualityofstaff andtrainingappropriateforTWC.

Pop-upLaunch: Zurichpop-uplaunch,fromthiseventwewilllbeabletogaugeconsumerresponseandmakeanynecessary strategyadjustmentspriortoafull-scalelaunch.

next steps in the european expansion

Switzerland as European Distribution Hub

Establish a regional distribution hub in Switzerland, for example in Basel which is often considered a "key logistics hub due to its location at the intersection of France" (Kanton Basel-Stadt 2023).

why?

Access to Markets: Despite not being a member of the EU, Switzerland enjoys open and unrestricted access to the European market and has many FTAs established with EU countries : cost-effective and limtied barriers.

Support: Alongisde distribution partner, Organisations like SGE can provide further assistance with brands establishing distribution bases in Switzerland, including legislative and operations.

Work force, talent pool, liberal labour law: Workers strikes have not occured in hundreds of years, Switzerland promotes a culture of positive work environments: reliable.

Logistical advantages: Central location in Europe provides quick and efficient distribution links to neighbouring countries, Switzerland has reliable and large transport infrastructure through its major transporation routes.

Strong reputation for research and development: major investment is given to R&D in Switzerland, TWC could attract potential investors to assist with any product or service developments for European consumers.

Tax advantages: Each canton "competes to offer the most favorable rates" (Maunder and Expatica 2023) in their region.

useful resources

research padlet

Thank you for listening to my proposal for The White Company's Internationalisation Strategy.

refeerences

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