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A marketing plan proposal for launching the neuromerchandising® methodology into the Greek retail market

  • This thesis is based upon an interest in the field of neuromarketing and a desire to depict which is the most advisable strategy to implement in a situation, where there is a potential introduction of a methodology coming from that field in a new / foreign market. Special emphasis is put on the market entry strategy (modes of entry and marketing strategy). At the beginning of the thesis, there is a brief inspection of the neuromarketing field according to the nowadays situation that lead to the creation of a methodology, which is called neuromerchandising®. This methodology is the competitive advantage of a German consultant company called neuromerchandisinggroup GmbH&Co.KG. With this patented methodology, this consultant company provides strategic solutions to numerous companies mainly in the field of retail. The main purpose of the thesis is to define which are the decisions to be made while introducing this methodology to a foreign country and in particular to Greece, in order to improve the Greek retail situation. This thesis provides an analysis of the tools necessary to speculate whether Greece is the appropriate country to introduce this methodology. After this analysis, the thesis provides solutions of the potential market entry strategy putting emphasis on the marketing strategy of introducing this methodology. Internal documentation of this company, market reports and analyses are used to provide a professional framework of the dynamic capabilities in the venture of introducing this methodology to Greece.

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Author:Eleni Tsoukanta
Advisor:Christoph Mergard
Document Type:Master's Thesis
Year of Completion:2015
Year of first Publication:2015
Release Date:2015/11/26
Tag:Market entry strategy; Marketing strategy; Neuromarketing
Degree Program:MBA - International Business Management
Functional area:Marketing