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Fantôme: an expansion plan
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Resumo(s)
This thesis applies Born Global (BG) theory to analyze the luxury mobile consumer industry and phone company start-up Fantôme, which recently launched its first luxury phone, the Arcane. Then a structured analysis, using weighted relevant indices, is made of a large selection of countries for suitability of expansion for Fantôme. Further analysis is performed from a short selection of the top ranking countries with two of these countries being deeply analyzed, resulting in a strategic marketing plan developed accordingly for the company.
Descrição
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 Economics
Palavras-chave
Company profile Expansion Fantôme