Espino Cantera, Liz Andrea
Emian is a start-up that designs, manufactures, and distributes sunglasses and spectacles in Europe and in the United States of America. The company has four years in the market, and it was founded in Barcelona, Spain. Europe has been its main market with presence in Spain, France, Germany, Italy, and Austria. Since the last year, from January 2019, Emian works with a distributor in the United States of America, located in the state of Minnesota.
In the last years, Emian’s current distributors have increased the purchases of the brand’s eyewear which has been reflected in the increase in sales. Customers prefer Emian eyeglasses because of the original designs and high-quality of its products. Currently, Emian aims to keep increasing its brand awareness in the competitive eyewear market by designing unique high-quality sunglasses and spectacles. The company focuses a big part of its resources on developing the identity of its products with the current fashion and lifestyle trends. As most of the Emian sales are located in Europe, the company is looking for new markets to grow and the CEO sees the United States of America as a market with high opportunities to develop the company’s brand.
The eyewear market in the United States is highly concentrated because one corporation owns most of the eyewear brands that are sold and the main distributor channels as eyewear retailers and online marketplaces.
With that in mind, the present thesis objective is to draw up a practical marketing plan to consider size, resources and efficient tools to target the company market group effectively. To understand the situation of the company and the needs of the industry, market analyses needed to be conducted by using different analysis methods. These analyses propose efficient tools that can make Emian competitive in the eyewear US market.