"Manufacture de Digoin" was founded in 1875 in the Burgundy region of France. Focused on the production of traditional stoneware cookware and tableware, the company was slowly declining. Until 2012, when an ex advertising executive, Corinne Jourdain-Gros, fell in love with its unique know how and beautiful ceramics and decided to revive the sleeping beauty. After a successful relaunch in the French healthy tableware and cookware market, she started developing its export sales, mainly in neighboring European markets. When enthusiastic Japanese buyers approached her at the "Maison et Objet" tradeshow, she decided to explore this leading market in lifestyle products.
This case study, carried out in close collaboration with the owner and manager of Manufacture de Digoin, is meant to show students the variety of options that can be identified to penetrate a new market and how to achieve a consistent and effective entry strategy.