Zedbed attacks the French Market or David contests Goliath

Zedbed is a Quebec family company which manufactures memory foam mattresses, ergonomic pillows and articulated beds. After developing on the Quebec market thanks to a partnership with a furniture c ...

Author(s):

William Menvielle

Université du Quebec

Loick Menvielle

EDHEC Business School

Béatrice Dogor di Nuzzo

Group Sup de Co La Rochelle

Zedbed is a Quebec family company which manufactures memory foam mattresses, ergonomic pillows and articulated beds. After developing on the Quebec market thanks to a partnership with a furniture chain company, then on the Canadian market thanks to its collaboration with Sears, it now has a chain of 118 department stores.

The company now wants to conquer the French market. It is discovering French consumer behaviour, their purchasing habits and desires, but also existing distribution networks. As a marketing expert, you're being asked to give advice on how best to adapt the product to the optimal distribution network on the French market

Type: Case Study
Date: le 01/02/2014

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