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The development of a direct-to-consumer cross-border e-commerce strategy: the case of a bicycle manufacturer
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The aim of this thesis is to determine the most attractive country and to recommend a market entry strategy along the 4Ps of the marketing mix for a bicycle manufacturer that wants to expand its direct-to-consumer e-commerce business to other countries in the European Union. Finally, the French market was identified for the expansion of the company through an elimination process of potential countries using the STP model. In this process, not only secondary data was used, but also primary data obtained through a brand awareness survey. The survey served tome a sure brand awareness and to identify the competitive environment.
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E-commerce Internationalization strategy Europe Direct-to-consumer Online consumer behaviour Bicycle manufacturer