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Dissertations / Theses on the topic 'Market penetration strategy'
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1
Sousa, Rita Barreiros Cardoso de. "Maybelline New York, how to grow in Portugal?" Master's thesis, NSBE - UNL, 2009. http://hdl.handle.net/10362/9643.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThis document consists of a market research on the Portuguese make-up market, and more specifically on the brand Maybelline New York. The purpose of this project is to understand the consumers’ feelings / opinions regarding this brand, in order to suggest possible strategies for Maybelline to grow in Portugal. The marketing research for this work started with an exploratory research (15 in-depth interviews), followed by a quantitative research based on a pre-arranged questionnaire (90 respondents). The main findings were that Maybelline NY is one of the make-up brands with strongest awareness. However, the majority of the respondents do not recognize themselves in this brand, it is associated with “exaggeration”, and this leads the interviewees to think that it is not adequate for Portuguese women. Finally, besides all make-up-related products, the respondents believe that Maybelline should extend to treatment products, especially face treatment.
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Učeň, Michal. "Marketingová strategie vstupu Kolumbijské firmy Juan Valdez Café na evropský trh." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222696.
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The aim of the diploma thesis is the evaluation present marketing strategy of Colombian company Procafecol S.A. and the development of proposal on European market entry. The company has been established by Colombian association of coffee growers and it operates its own coffee shops chain Juan Valdez Café in several countries of South and North America and actually in Spain as well. The purpose of Procafecol S.A. is mainly the promotion of high quality Colombian coffee with certified origin around the world to be more competitive. In the first part of diploma thesis there is the definition of present methods and processes of marketing strategy development and other theoretical background related to the topic of new market entry. In second part, the analysis and evaluation of marketing strategy of Procafecol S.A. is described and final proposals for expansion to Europe in the future.
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Vastušková, Valéria. "Marketingová Strategie vstupu Kolumbijské firmy Hamacas RGV na Evropský trh." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222699.
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The main objective of master’s thesis is to analyze the European market as a potential market for the expansion of Hamacas RGV. This Colombian company is focused on production of hand-made traditional high-quality products for example hammocks. In the first part are introduced basic theoretical concepts and marketing analyses which are crucial when planning the expansion strategy. Second part starts with the company’s overall overview and continues with analyses of conditions of external and internal European environment as a potential market for Hamacas RGV expansion in the future. The conclusion is made at the end with the recommendations which are built on examined analyses.
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Koudela, Tomáš. "Návrh marketingové strategie pro firmu ITAB, s.r.o. na rumunském trhu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223037.
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The aim of this thesis is to design a marketing strategy. The first part presents theoretical knowledge of marketing, marketing strategy, competitive analysis and methods of penetration for new markets. In second part is introduced the company and made the analysis of the current situation. Furthermore, this work deals with analysis of the situation and competition on the Romanian markets (searching for potential distributors and their evaluation). On the basis of analysis is proposed appropriate marketing strategies, options of the penetration to the markets and costing. These options are then evaluated and selected the most appropriate.
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Krčmárik, Branislav. "Návrh strategie vstupu na trh ČR." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222323.
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The diploma thesis is focused on the analysis of current situation at the Czech software products market. These products refer to the valuation of construction works. The possibilities of penetrating the Czech market are based on market analysis. The market analysis data were obtained from primary and secondary sources.
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Fung, Dominic Chi Ho 1978. "Strategy for penetrating engineering & construction markets in Southeast Asia for Singapore through BOT contract." Thesis, Massachusetts Institute of Technology, 2002. http://hdl.handle.net/1721.1/8161.
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Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Civil and Environmental Engineering, 2002.Includes bibliographical references (p. 112-116).
Singapore's economy is currently making structural adjustments resulted by the Financial Crisis of 1997, the burst of the Internet bubble in 2000, and the emergency of different powers in the region. Its export-oriented manufacturing and trading model, which has served the city-state well in the last decades, has gradually added a new driver in services. Yet, Singapore still faces the problem of having much of its success dependent on its export-oriented manufacturing. At the same time, privatization of public infrastructures has just started to take shape in Southeast Asia. The concept of privatization will unlock an unlimited amount of engineering & construction business potential. Together, these two major economic forces present a special opportunity for Singapore to use Build-Operate-Transfer (BOT) project delivery method to not only capture a solid share in the privatization market, but also secure a long-term demand for its engineering & construction services, and facilitate the city-state's dependence on manufacturing and trading. The goal of this paper is analyzing the prospect of this proposal, and to provide strategic planning that will maximize the gains for both Singapore and Southeast Asian countries, as well as minimize the risks they have to take.
by Dominic Chi Ho Fung.
S.M.
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Gunnarsson, Annica. "The selection of entry modes when penetrating a foreign market : A research study on the education institutes choice of entry mode." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12170.
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Abstract Thesis title: The selection of entry mode when penetrating a foreign market Author: Annica Gunnarsson Tutor: Åsa Devine Course: Marketing, advanced level, spring term 2011, Linnaeus University Entering a new market is always a risky business, with a big potential of failure. To research the options of entry strategy can help in determine which strategy to use. The international market of education has changed during the last years, and in Sweden we just had one big change when the introduction of tutoring fees was determined. This has forced the universities out on unfamiliar territory. This new territory consists of competing on a much bigger market than before and the need to develop a new international marketing strategy has occurred. The research on entry modes from a manufacturing perspective is extensive and therefore this research deals with the entry modes from a service perspective. The aim of this study is to gain better understanding of the selection of entry modes from a service institutes perspective. Furthermore the research is limited to investigating the education sector and how they use entry mode when wanting to establish them on a new market. The research is done through seven different interviews. The universities are located both in Sweden and abroad. This method where chosen because the goal is to find out how the universities is enter new markets. The findings are based on the factors that determined international marketing strategy and how the respondents have answered the questions. How the universities work with the changes they experience is also a factor in the decision making process on which international strategy to use. The main findings of the study are that the entry mode education institutes most often use is some sort of international joint venture.
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Chen, Yi-Ju, and 陳怡儒. "China Market Penetration Strategy for JUMA Studio." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/23462110623200864165.
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碩士國立臺灣大學
企業管理碩士專班
104
The purpose of this business plan is to design a China market penetration strategy for a fashion designer brand named JUMA with goals to increase brand awareness and sales revenue. JUMA is a New York-based fashion designer brand founded in 2003 by brother-and-sister duo Alia Juma and Jamil Juma. JUMA provides unique design and high quality of accessories at an affordable price. Prior to entering China market in 2015, JUMA’s products are sold through distributors to 120 cities worldwide. Major markets are North America, Middle East, Japan and Korea. However, these markets have been growing slowly since 2008 financial crisis. Therefore, JUMA decided to go to China and start its own retail business in 2015 to seize growth. After a year operating in China, JUMA now has four directly owned retail stores in Beijing, Tianjing, Guangzhou and Dalian and the China sales contribute 5% of its total revenue. Although China market seems promising, CEO Jamil Juma wonders as a new brand in China how he can strategically penetrate the market in the next three to five years and succeed in the long term with small and medium-sized enterprise operation. Specifically, he wonders how to grow business and brand awareness in the market. This business plan addressed the issues by researching and analyzing the personal luxury goods industry, the customers and buying behavior in China. Several key insights are found to build solutions for JUMA:
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JULIANA and JULIANA. "Market Penetration Strategy of 7-Eleven in Indonesia." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/uq22c2.
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碩士國立臺北科技大學
管理國際學生碩士專班 (IMBA)
103
Indonesia convenience store industry is growing in recent years, due to stable economic and rising disposable income. The goal of this research is to find a market penetration strategy for 7-Eleven to keep compete with the competitor. In order to achieve the research goal of market penetration strategies for 7-Eleven, this paper firstly analyzed by using 3 important keys drivers which is urbanization, disposable income and lifestyles. Secondly, using five forces analysis to evaluate the competitiveness and attractiveness of the market. Finally, used the SWOT analysis and matching stage to evaluate the potential market and strategies for companies to compete with competitor. Based on the analysis on the challenges that 7-Eleven might face in Indonesia, this paper suggest some solution to minimize the potential issues.
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Yeh, Chia-Yu, and 葉家育. "Market Penetration Strategy and Practice for Enterprise Software Industry." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/72981512903039467446.
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碩士國立清華大學
工業工程與工程管理學系
93
Market Penetration Strategy and Practice for Enterprise Software Industry Student：Chia-Yu Yeh Advisor：Dr. Yee-Yeen Chu Department of Industrial Engineering & Engineering Management National Tsing Hua University Abstract This research explores the market penetration strategy and practice used by the leading firms in the enterprise software industry, including Oracle, Microsoft, and SAP. The main theme is on adopting penetration strategy from the large market to the small and medium enterprise (SME) market. Oracle has achieved its outstanding position in its database for large enterprise and has been a market leader. Recently, it has launched its database products in the SME market. How to use the market penetration strategy and practice to build its market success becomes the main issue of this research. This research analyzes the strategy of the main competitors Microsoft and SAP on how they push the products into the SME market successfully without eroding its position in the large enterprise market. This research also conducts an in-depth comparison of Oracle and SAP, two leading enterprise application software suppliers on how they segment and penetrate the SME application software market. Through a literature review and in-depth case study of leading firms, this research builds an operational model of market penetration strategy and practice for enterprise software business. The model sums up the main features and the differences of market penetration strategy and practices of the leading firms facing different marketing situations. It could provide a reference for software or other industries in formulating market penetration strategy and adopting applicable practices facing a variety of market segmentation possibilities. Keyword: Enterprise Software Industry; Market Penetration; Marketing Strategy
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Jo, Dohyun. "A decision analysis of an oil company's retail strategy in the face of electric vehicle penetration uncertainty." Thesis, 2012. http://hdl.handle.net/2152/ETD-UT-2012-05-5562.
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This thesis evaluates emerging electric vehicle technology and estimates what effect it might have on how an oil company decides on its gas station network. It is conducted using data from South Korea, a country poised for a fast adoption of electric vehicles. The study first reviews the literature to gather reasonable cases of electric vehicle penetration. Also, after researching technology-diffusion theories, the study selects a model that can well explain the literature review data. The scenarios induced by this function are utilized as the main uncertainties confronting an oil company’s network decision model. Based on a probabilistic simulation, the study finds that the effects of technology diffusion alter the priority order of an oil company’s network decision alternatives. Namely, after the overall uncertainty level rises, directly owning gas station, with its heavy initial investment, is not preferred for an oil company’s network strategy. From the result, the study also estimates the scale of the new technology’s effect. Such effect is found to be significant enough to alter a part of an oil company’s retail strategy. Nevertheless, such effect cannot be shown to be so great as to change the current retail oil market structures.text
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Sousa, Cristine. "Preserve the past. Encourage the present. Challenge the future. I Menlo capital and Ach Brito- German market penetrations strategy." Master's thesis, 2016. http://hdl.handle.net/10362/20488.
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CEMSThe CEMS Business Project, in which this work project is an extension of, is in corporation with Menlo Capital, serving as part of an international expansion vision for Ach Brito. Currently, Ach Brito carries a history of expertise in the soap and perfumery business with presences in over 50 countries. The issue the company faces is low brand awareness within some of these countries. With the recent approach from a German Distributor to sell Ach Brito’s luxury line of soaps and fragrances (Claus Porto), a thorough market analysis was developed for the German market. As a result of the insights gathered, 3 recommendations were drawn for how to best penetrate the German Market. In this work project, these recommendations are discussed, as well as, the methodological and theoretical context. To link the project with the Master studies, an academic discussion on the socioemotional wealth models was developed, and concluding this work project with a self reflection.
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Chang, Huai-chi, and 張淮杞. "The high-quality low-price product of business strategy in penetrating emerging market." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/47398974594257983151.
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博士國立中央大學
企業管理研究所
99
The developed countries were affected, making market growth slowing, by this wave of financial tsunami. In the meanwhile, Emerging market of the BRIC’s has already been attention by the global. Emerging markets, with four consraints is wealt-related constraints, time-related constraints, access-related constraints and skill-related constraints. This market is base on the high quality and low price product and service. Therefore, how to grab this market and formulating strategy is this study of research topics. By large international companies rsearch to understand those companies business models and strategies in emerging market. To examine Taiwan''s industry to enter emerging markets in the coping strategies. According to findings of this study, large international companies have been committed to breaking the four restrictions, including income restrictions, technical restrictions, location restrictions and time limits. At the same time, local corporate good at using of local resources to service of bottom of the middle class customer in emerging markets and development of innovative service business model. Therefore, For Taiwan’s Company suggestions while they wish penetrating emerging market need to consider the strategic management dimensinons grouped into seven. There are is market research, product development, manufacturing and channel development, distribution and logistics management, e-processes and value networks In addition, For Taiwan''s industrial battle for emerging markets. On this study give two suggestions. First, Using to IT technology to increasing industrial competitive advantage. Second, To creating some new business model to meet for emerging and good-engugh market.
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Picha, Jan, and 皮卡祥. "Up-coming challenges of joint venture formation in international construction as a strategic alternative for foreign market penetration." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/96033584466464694920.
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碩士國立臺灣科技大學
企業管理系
97
The Czech Republic and Taiwan are currently experiencing economic slowdowns and downturns in their construction industries; therefore construction firms are forced to search for jobs in foreign markets. Among other strategic alternatives, joint ventures (hereafter JVs) have become a widely discussed issue due to their importance as strategic alliances in domestic as well as global competition. The formation of various kinds of partnerships is a great opportunity for companies to grow, improve efficiency, become more competitive; and increase their market share. On the other hand there are particular risks, difficulties and pitfalls involved in following such a strategy. Therefore, as the construction industry marketplace continues to become more globalized, we should examine up-coming challenges offered by international joint ventures (hereafter IJVs) as tools to enter prospective foreign markets. For purposes of this thesis, case study method was selected. Personal interviews are a principal component of this qualitative methodology. This thesis contains case studies of the two construction companies, which are expanding to prospective developing markets. This study has demonstrated that barriers to foreign market entry can be partially overcome by IJV concept application and identifies critical success factors of foreign market penetration and IJV formation. Related risks and difficulties can be partially eliminated by following the key success factors and propositions we defined. For the mid-sized companies lacking capital for eventual acquisition, IJV resulted as an optimal strategic alternative for foreign market penetration.
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Almeida, Sofia Ferreira de. "Strategy for SME's International Expansion - Selection and Penetration of Foreign Markets. The case of Castro, Pinto & Costa and OleoTest®." Dissertação, 2015. https://hdl.handle.net/10216/84882.
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Almeida, Sofia Ferreira de. "Strategy for SME's International Expansion - Selection and Penetration of Foreign Markets. The case of Castro, Pinto & Costa and OleoTest®." Master's thesis, 2015. https://hdl.handle.net/10216/84882.
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