Konundrum consulting project - international marketing: market selection

Knöbig, Marlene Emma

http://hdl.handle.net/10362/142635

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Autores

Knöbig, Marlene Emma

Orientador(es)

Harrison, Andrew

Torres, António Marinho

Resumo(s)

This 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

Palavras-chave

Brand strategy Environmental sustainability Data visualization Quantitative analysis Macro-level analysis Asia Market conditions Business feasibility Data analysis International marketing Expansion plan