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Strategic positioning and German market entry of Welvaere

  • The bachelor thesis 'Strategic Positioning and German market entry of ... ' deals with the development of a market entry strategy for a small start-up company in the wellness segment.....is a small but fastgrowing company that provides wood-fired wellness products for private customers. Expansion policies and growth are important to survive in a changing competitive environment, so this work focusses on analysing the german hottub market and choosing an appropriate strategy. The goal was to derive a good strategic position for the german market entry. Therefore the company was analysed internally and externally to find out the drivers of the industry, and which factors are critical for succeeding in the market. Different strategic approaches were compared to find out, which is the most appropritate for the company. All analysing led to a marketing mix and a milestoneplan how to implement the strategies for the german market entry. That means a well-grounded recommendation for a strategic concept can be communicated.

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Author:Benjamin Schröder
Referee:Christoph Mergard
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Date of final exam:2019/08/31
Release Date:2019/09/30
Tag:Market entry; Wellness
Page Number:79
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Business Strategy
Licence (German):License LogoUrheberrechtlich geschützt