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Preserve the past. Encourage the present. Challenge the future. I Menlo capital and Ach Brito- German market penetrations strategy
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Resumo(s)
The 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.
Descrição
CEMS
Palavras-chave
Luxury market Penetration strategy Internationalization Socioemotional wealth theory