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Konundrum consulting project - international marketing: focus market Japan

2022-01-20Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorHarrison, Andrew
dc.contributor.advisorTorres, António Marinho
dc.contributor.authorHufnagel, Sophie Charlotte
dc.date.accessioned2022-06-14T09:06:07Z
dc.date.available2024-12-17T01:31:52Z
dc.date.issued2022-01-20
dc.date.submitted2021-12-17
dc.description.abstractThis field lab explores whether expanding to Asia is viable for KONUNDRUM. In the first chapter a comprehensive overview of the business model, industry-challenges, limitations, and objectives are presented. The next chapter focuses on selecting the best-fitting market, namely Japan, through a decision funnel and resulting ranking. The next chapter is dedicated to further research for the focus market among four crucial factors. The fourth chapter focuses on examining different expansion strategies to construct an entry plan for KONUNDRUM. The last chapter analyses the most promising entry mode financially. A decision is made whether the respective market is worth expanding. The Japanese market is examined for relevant aspects for the company KONUNDRUM. In terms of fashion, an overview of the luxury landscape is provided, as well as established brands and luxury perceptions of Japanese consumers. The physical retail landscape is examined in-depth, as is the acceptance of e-commerce. The Japanese media landscape is explored and impressions on social media and advertising are identified as a basis for marketing activities. Attitudes toward sustainability and current sustainability trends from Japan indicate receptivity to this topic. The insights gained are considered the basis for the Asian business model and expansion strategy, which is adapted to the given conditions.pt_PT
dc.identifier.tid202998479pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/139914
dc.language.isoengpt_PT
dc.relationNova School of Business and Economics
dc.subjectInternational businesspt_PT
dc.subjectSustainabilitypt_PT
dc.subjectEntrepreneurshippt_PT
dc.subjectBusiness developmentpt_PT
dc.subjectE-commercept_PT
dc.subjectSustainable fashionpt_PT
dc.subjectLuxury retailpt_PT
dc.subjectJapanpt_PT
dc.subjectMedia landscapept_PT
dc.subjectLuxury fashionpt_PT
dc.titleKonundrum consulting project - international marketing: focus market Japanpt_PT
dc.typemaster thesis
dspace.entity.typePublication
oaire.awardNumberUID/ECO/00124/2013
oaire.awardTitleNova School of Business and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT
oaire.fundingStream6817 - DCRRNI ID
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
relation.isProjectOfPublication644a3f4f-817b-4d0d-aba6-f98cdca28bc7
relation.isProjectOfPublication.latestForDiscovery644a3f4f-817b-4d0d-aba6-f98cdca28bc7
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economicspt_PT

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NSBE - MA Dissertations