The purpose of the project we would like to set up in Germany is the launch of a new service intended to employees and which follows the current trend of women at work. More precisely, the service consists of child cares that we provide in partnership with companies in their office, for employees. To better understand the interest of this service, it is important to precise the situation of the feminine work market in Germany. Indeed, women face difficulties in parenthood with employment. On one hand, the access to public child care is really difficult because of lack of a place and on the other hand there is no school available for children until they are 6 years old, contrary to France for example. Consequently, most of women decide to stop their professional career or to stay in the company without having children. Thus, the solution we would like to provide is the improvement of a company child care in a strategic business place, such it is the case in La Défense in Paris, for example.
[...] Ansoff matrix According to the Ansoff matrix, our strategy is based on Diversification. Indeed, we are a new company, which provides a new service on a new market. This strategy allows us to be the first one on the market and consequently to suffer less from competitors. However, this strategy is also risky given that we have no experience and we are in an introduction stage of the product life cycle. Thus, the business plan and the analysis of the environment are really important to succeed. [...]
[...] Although there is the only one organism, which offers childcare, they are not really strong competitors for us. Indeed, we offer full-time child care intended to employees at low prices, whereas they are opened four hours per day and are not accessible for all. Bargaining power of suppliers Suppliers for child care are companies, which provide food and materials, such as pens, toys, notebooks, etc. Thus, it is really important to have reliable suppliers because all products they offer are directly intended to children. [...]
[...] However, the risk is low given that the numerous advantages that this company's service brings. Threat of substitute products / services The main treat substitute service is persons from the parents' entourage, such as family's members or friends, who can look after children sometimes. Threat of new entrants Threat of new entrants can be other companies, who decide to implement the same project. They could become interesting for employees, who could prefer this one because it offers more advantages for child care and for their job. [...]
[...] Consequences of a long Motherhood on career Given that there is almost no possibility for women to access to child care when their children are aged between 0 and 6 years old, most of them stop their career to take care them. However years without contact with the professional world have for consequences that women do not find the same position in the company than before their motherhood period. Consequently, most of them decide to stay at home. TECHNOLOGY Compared to European countries, Germany spends a lot of money into research and development. Their technology is used in different high quality products such as cars (Mercedes, BMW ) for example. [...]
[...] However, most of them begin school at 3. In Germany, school is also obligatory at 6 years old but there is no school available for children aged until 6. Thus, parents have to find another solution if they want to keep a full-time job. Child care As we already wrote in the introduction, it is really difficult for women in Germany to combine professional career and family, because there are few childcares, which cannot receive all children. Moreover, these child cares are available only four hours a day, which is impossible to manage when parents have full-time job. [...]
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