<p>The global marketplace today encompasses 6 billion people. Many companies are beginning to see themselves as international rather than national acting on a global arena. An essential aspect of going abroad is to know where to go and why to go there. In order to be able to analyze a foreign market a company needs to do market research in the foreign market as to gather essential information. A firm which is facing a quick internationalization process is the Swedish direct sales firm of cosmetics Oriflame. Oriflame has grown quickly in developing countries but is not present in one of the biggest market for direct sales in Europe: France.</p><p>The purpose of this thesis is to develop a theoretical framework to analyze foreign markets and apply it to the French market of direct sales in cosmetics and Oriflame.</p><p>A qualitative study based on the 5 Cs framework for analyzing foreign markets has been carried out. Seven focus groups have been conducted in France and Sweden in order to obtain information about and comparability in consumer attitudes towards Oriflame’s marketing mix. Interviews have been conducted in order to get information about Oriflame as a company. Secondary data has been gathered from different sources for the theoretical framework as well as for the empirical research on issues such as culture, competition and market.</p><p>This thesis has developed a theoretical framework to analyze foreign markets called the 5 Cs. The 5 Cs are based on: Company, Constitution, Competition, Customers and Culture. The 5 Cs is a very general framework and can be applied to a wide range of foreign markets and firms and was in this case applied to analyze a real world case of Oriflame and France. The analysis of the empirical findings found that there is potential for Oriflame to enter the French market in terms of consumer preferences and general market characteristics. However, it also found that what will probably determine everything in the end is whether Oriflame can be strategically committed to enter a mature West European market like France.</p>

<p>Sammanfattning</p><p>Denna uppsats syftar till att utvärdera företaget Securitas Aroundios säljutbildning och</p><p>coachning utifrån de berörda anställdas perspektiv i Linköping. Det är av vikt för företaget att</p><p>få en uppriktig återkoppling från de anställda rörande utbildningen och coachningen. Ingen</p><p>tidigare utvärdering har skett där utomstående parter varit delaktiga. Genom att utföra en</p><p>utvärdering kan ett företag se om något behöver åtgärdas eller förändras.</p><p>Denna uppsats bygger på en kvalitativ undersökning där de anställda på Securitas Aroundio i</p><p>Linköping intervjuades. Samtliga intervjuer skedde på Aroundios huvudkontor i Linköping</p><p>den 5 maj 2008. Samtliga av respondenterna gav sitt medgivande till att intervjuerna spelades</p><p>in och i samband med detta fördes även anteckningar. Intervjufrågorna utgick från en</p><p>semistrukturerad intervjuguide, vilken behandlade undersökningsområdena bestående av</p><p>säljutbildningen och coachningen hos Aroundio.</p><p>Resultatet som erhölls från intervjuerna indikerar att Aroundios säljutbildning och coachning</p><p>upplevs som adekvat. Detta grundas på att samtliga parter generellt sett är nöjda med</p><p>säljutbildningen och coachningen. Slutsatsen är att Securitas Aroundio uppfyller deras mål</p><p>med utbildningen och coachningen, då företaget ger säljarna de verktyg de behöver för att</p><p>kunna arbeta självständigt och det stöd de behöver i sitt arbete.</p> / <p>Summary</p><p>The purpose of this thesis is to evaluate Securitas Aroundio’s sales training and coaching</p><p>from the view of the firm’s employees. It is of great importance for Securitas Aroundio to</p><p>receive an honest opinion about their sales training and coaching. No previous evaluation has</p><p>been made by external researchers. By continuous evaluation of a firms sales training and</p><p>coaching, the firm can get an awareness of matters that need to be changed or fixed.</p><p>This thesis is based on a qualitative approach where the employees at Securitas Aroundio in</p><p>Linköping were interviewed. All interviews took place at Aroundio’s headquarters in</p><p>Linköping on the 5th of May 2008. All of the respondents gave consent for the recording of</p><p>the interviews. Also notes were taken during the interviews. The questions asked during the</p><p>interviews were based on a semi structured interview format, dealing with the two areas of the</p><p>investigation, Aroundio’s sales training and coaching.</p><p>The result indicates the sales training and coaching provided by Securitas Aroundio is</p><p>adequate. This statement is based on the overall satisfaction of the employees concerning the</p><p>sales training and coaching provided by the firm. The overall indication is that the salespeople</p><p>are provided with the tools and support they need to work autonomously. In conclusion,</p><p>Securitas Aroundio’s goals with the sales training and coaching are being met.</p>

Sammanfattning Denna uppsats syftar till att utvärdera företaget Securitas Aroundios säljutbildning och coachning utifrån de berörda anställdas perspektiv i Linköping. Det är av vikt för företaget att få en uppriktig återkoppling från de anställda rörande utbildningen och coachningen. Ingen tidigare utvärdering har skett där utomstående parter varit delaktiga. Genom att utföra en utvärdering kan ett företag se om något behöver åtgärdas eller förändras. Denna uppsats bygger på en kvalitativ undersökning där de anställda på Securitas Aroundio i Linköping intervjuades. Samtliga intervjuer skedde på Aroundios huvudkontor i Linköping den 5 maj 2008. Samtliga av respondenterna gav sitt medgivande till att intervjuerna spelades in och i samband med detta fördes även anteckningar. Intervjufrågorna utgick från en semistrukturerad intervjuguide, vilken behandlade undersökningsområdena bestående av säljutbildningen och coachningen hos Aroundio. Resultatet som erhölls från intervjuerna indikerar att Aroundios säljutbildning och coachning upplevs som adekvat. Detta grundas på att samtliga parter generellt sett är nöjda med säljutbildningen och coachningen. Slutsatsen är att Securitas Aroundio uppfyller deras mål med utbildningen och coachningen, då företaget ger säljarna de verktyg de behöver för att kunna arbeta självständigt och det stöd de behöver i sitt arbete. / Summary The purpose of this thesis is to evaluate Securitas Aroundio’s sales training and coaching from the view of the firm’s employees. It is of great importance for Securitas Aroundio to receive an honest opinion about their sales training and coaching. No previous evaluation has been made by external researchers. By continuous evaluation of a firms sales training and coaching, the firm can get an awareness of matters that need to be changed or fixed. This thesis is based on a qualitative approach where the employees at Securitas Aroundio in Linköping were interviewed. All interviews took place at Aroundio’s headquarters in Linköping on the 5th of May 2008. All of the respondents gave consent for the recording of the interviews. Also notes were taken during the interviews. The questions asked during the interviews were based on a semi structured interview format, dealing with the two areas of the investigation, Aroundio’s sales training and coaching. The result indicates the sales training and coaching provided by Securitas Aroundio is adequate. This statement is based on the overall satisfaction of the employees concerning the sales training and coaching provided by the firm. The overall indication is that the salespeople are provided with the tools and support they need to work autonomously. In conclusion, Securitas Aroundio’s goals with the sales training and coaching are being met.

Submitted by Josiane schunck (josianegschunck@gmail.com) on 2017-01-13T10:11:04Z No. of bitstreams: 1 Mercadologia - Schunck -Dissertação.pdf: 1017067 bytes, checksum: 12fbc30e8ddb1a94080b4b7fe084f228 (MD5) / Approved for entry into archive by Fabiana da Silva Segura (fabiana.segura@fgv.br) on 2017-01-13T14:06:39Z (GMT) No. of bitstreams: 1 Mercadologia - Schunck -Dissertação.pdf: 1017067 bytes, checksum: 12fbc30e8ddb1a94080b4b7fe084f228 (MD5) / Made available in DSpace on 2017-01-13T14:12:24Z (GMT). No. of bitstreams: 1 Mercadologia - Schunck -Dissertação.pdf: 1017067 bytes, checksum: 12fbc30e8ddb1a94080b4b7fe084f228 (MD5) Previous issue date: 2016-12-20 / The concept of direct selling is defined as a way of marketing products through personal contact without fixed business location (Peterson & Wotruba, 1996). In the industry of personal care, perfumery and cosmetics direct sales channel represents 25% of total revenue in Brazil, but there are companies that operate with several of them and coexisting distribution models that can go from department stores, drugstore and e-commerce. The representativeness of some of these sales channels begins to grow and, considering the direct selling model, the role of the independent sales representative is fundamental so that Direct Sales companies can access the consumer and remain competitive. DS companies depend on the representative actions, being the reason they have developed initiatives that aim to improve their performance. In this way, studying the role of the sales representative can bring contributions to the literature once in previous studies, although they were done with representatives, it could not observed this new context of the industry. The subject of study of this work was the direct sales representatives who commercialize several brands of cosmetics produced by different direct sales companies. The objective of this research was to understand if there is a causal relationship between the representative satisfaction, the activities she or he does during the sales process such as sales management, channel management and the effort she or he has to. It also aimed, once this effort is identified, to understand the relationship of it with the sales performance and outcome representative. A survey was sent to a group of representatives in Brazil and 1,243 responses were obtained. Based on these responses, Exploratory (AFE) and Confirmatory (AFC) Factorial Analysis and a Structural Equations Model (MEE) was developed to illustrate this relationship among variables. The Expectancy Theory was used to understand the relationship between Effort, Performance and Rewards from the perspective of the representative. The results showed that channel management is the factor that most influences the representative effort, it has a strong relationship with its performance, and outcome, confirming the Expectancy Theory applies for the direct sales business model. The analysis also allowed us to conclude that channel management and sales management are important points, since the representative, who acts as a channel him or herself, is not yet prepared or considered. Direct selling companies need to develop their independent sales representatives as marketing channel, to generate competitiveness in a multichannel environment direct sale is inserted. / O conceito de venda direta é descrito como um meio de comercialização de produtos através de contato pessoal sem um ponto fixo (Peterson & Wotruba, 1996). Na categoria de higiene pessoal, perfumaria e cosméticos (HPPC) a venda direta representa 25% das vendas, porém, existem empresas que operam com diversos modelos de distribuição que variam desde lojas especializadas, venda em farmácias, drogarias e supermercados até o e-commerce. A representatividade de alguns desses canais começa a crescer, e no modelo de venda direta, o papel do revendedor é fundamental para que as indústrias possam acessar o mercado consumidor e continuar competitivas. As empresas dependem da atuação do revendedor, e por isso têm proposto iniciativas que objetivam a melhoria do desempenho deste agente independente de vendas. Portanto, estudar o papel do revendedor pode trazer contribuições para a literatura, uma vez que estudos anteriores, apesar de estudarem o revendedor, não puderam observar este novo momento para o setor. O objeto de estudo desse trabalho foi revendedores de venda direta que comercializam marcas de cosméticos fabricadas por diferentes empresas de vendas diretas. O objetivo desta pesquisa foi entender se existe relação de causalidade entre satisfação do revendedor, e as atividades que ele desempenha no processo de vendas e como intermediário, como por exemplo, gestão de vendas, canal e o esforço, e identificado o esforço, qual a relação desta variável com o desempenho e o resultado do revendedor. A pesquisa foi enviada para todo o país e foram obtidas 1.243 respostas. Com base nessas respostas foram realizadas Análise Fatorial Exploratória (AFE) e Confirmatória (AFC) e gerado um Modelo de Equações Estruturais (MEE) desta relação. A Teoria da Expectância foi utilizada para entender a relação entre Esforço, Desempenho e Recompensa na visão do revendedor. Os resultados mostraram que a gestão de canal é o fator que mais influencia o esforço do revendedor, que tem forte relação com seu desempenho, confirmando a teoria da Expectância também na venda direta. As análises permitiram concluir também que a gestão de canal e a gestão de vendas, são pontos importantes, pois este revendedor que desempenha o papel de canal, ainda não está preparado e nem sendo tratado como um canal. As empresas de venda direta precisam se desenvolver na gestão deste agente como um canal, para gerar competitividade em um ambiente multicanal ao qual a venda direta está inserida.

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Made available in DSpace on 2016-03-15T19:34:24Z (GMT). No. of bitstreams: 1 Maria Elisa Fudaba Curcio Pereira.pdf: 811836 bytes, checksum: ca9450d3d91d947ae5793b42f1902b3f (MD5) Previous issue date: 2015-08-18 / Taxation on "direct sales" activities by Social Security is an issue that has provoked debate among legal experts and policy makers. Given this, this master's thesis is the result of research focused on the environment of direct sales or mail order. More specifically on the way of functional relationship between sales representatives and companies from the perspective of the Brazilian System of Social Security. Based on the absence of employment contract, the legal relation between direct sales companies and representatives defines its conditions as independent vendors. This was the starting point of the problematic, since these individual vendors are not included in the constitutional social protection of Social Security. / A tributação sobre venda direta pela Previdência Social é um assunto que tem provocado debates entre juristas e formuladores de políticas públicas. Diante desta realidade, desenvolveu-se o presente trabalho, a partir de uma pesquisa sobre o ambiente da venda direta ou venda por catálogo. Mais especificamente, quanto a forma de relação funcional entre os representantes de vendas e as empresas, sob a perspectiva do Sistema Brasileiro de Previdência Social. A relação das empresas de vendas diretas e dos representantes, juridicamente reconhecidos como vendedores ambulantes, profissionais autônomos, baseia-se na ausência de vínculo empregatício. Este foi o ponto de partida para a problematização, uma vez que estes vendedores autônomos, em sua maioria, não estão inseridos no arcabouço da proteção social constitucional da Previdência Social.