International Negotiation Course: Levantina Case study

BOURIT Timothé - BERTEL Pierrick - GUERIT Arnaud - RAOULT Baptiste - FERNANDEZ CASTILLO Mauricio - TUFFIER Ivan
Case presentation
Sales were falling in Southeast Asia and Central America, two regions where
business was abandoned for a long time due to a merging process.

The goal was to reestablish business in the zone and recover sales at the
previous year level.

→ Reconnect and negotiate with previous customers of the brand by visiting them.
→ Convince thanks to our added values
How and what was the key on this result?
The company
Spanish international company

Founded in 1959

A world leader in the Natural Stone Industry

7 factories strategically located worldwide

Accessibility afforded by 20 own distribution warehouses

Exporting in more than 100 countries

SWOT
● Strengths 1. Market is known
2. Customer’s database is already done
3. Brand image already built

● Weaknesses 1. Biggest competition than before

2. Out of the market since a long time
3. Out of the business’s partners spirit

● Opportunities 1. Old clients still present on the market

2. Finding new clients and widen the client portfolio

● Threats 1. New unknown competitors

2. Clients would not work with the company anymore
 VB: Very Bad
PESTEL B: Bad
S: Stable
G: Good
Political Dimension VG: Very Good
Technical Dimension
Government stability
VB Infrastructure
Fiscal politics G
S New technologies G
External trade B
Knowledge protection G
Well-being policy B
Technology transfer S

Economical Dimension Ecological Dimension

Economic cycles B Environment policy S
Inflation B S
S
Energy consumption
Unemployment B
G Waste treatment
GDP

Socio-cultural Dimension Legal Dimension

Social conflict S Competition protection
Education level G G
Work legislation S
Social values G
S Security and Hygiene at work VG
Demographic facts VG
Products security
Porter’s Five Forces

Existing Potential Substitutes

Clients Providers
Competition competition products
- Low
- Increasing - Many clients - Economic
competition - Many different
industry price for many
intensity utilisation of the
- A real need for types of stone
natural stone
- Leading the construction
- Leaders very
market (high demand) - High quality
attractive
products
Tactics
Product Development
Commercial strategy

To make grow the business, the commercial strategy

is one of the most important step

Differents steps are needed :

- Competitive watch
- Sales strategy
- Customer service
 Commercial
Strategy
To rebuild loyalty, use of 2 types
of networking marketing

- Convincing target about the

significance of our presence
- Networking to partnership :
Transforming our target in
our partner, as an indirect
sales force