This cas addresses a few educational objectives: application of marketing fundamentals and strategic choices in terms of positioning and choice of the distribution channel, while taking into consideration the distinctive cultural dimensions from the company's domestic market.

Thus case study relies on the following questions intending to generate discussions among students regarding the marketing choices and direction adopted - the participants'line or argument and reasoning constitutes the main element of this study, more so than proposing a response in itself:
- Checking if the company should go forward by crossing the Atlantic.
If the company decides to penetrate the French market, students must:
- Define the best positioning;
- Propose modifications in order for the product to be accepted;
- Chose the best possible distribution network

Briefing case - Exam case - Consumer behaviour - Strategic review - Product marketing - Product positioning - Internationalisation - Mix - place / distribution - Bilingual case study

Undergraduate students
This case study can be used in an international marketing class for students with an advanced level (end of first cycle), who know the basics of the discipline, but also who have good intercultural notions.
Graduate students
Graduated students of a marketing program are more in position to solve this case (professional Master, MBA). The professional experience of MBAs students allows them to more easily compare the choices to make, which they may have seen in another similar situation for a similar product.

Manufacturing, mattress

The case-study covers a debriefing presentation (68 slides) with the solution adopted.
A french version is also available: M1850