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Proposal for a conceptual market development approach to expand on the Asian Pacific market fpr H+E Logistik GmbH

  • The aim of this piece of work is to elaborate a conceptual approach for supporting market development in Asia Pacific. It includes the investigation of relevant criteria for an objective analysis in terms of market attractiveness for eight markets. The first part of this research project describes the theoretical framework and concepts used in international market selection as well as international market development strategies. The second part of the study consists of defining relevant criteria in order to evaluate market attractiveness and competitive strength. In conjunction with this, the level of significance of each criterion is determined by the conception of an appropriate classification model. The results reveal that the levels of market attractiveness and competitive strength differ significantly in each market. Additionally, the country with the highest score in market attractiveness and competitive strength is being investigated in further depth with the aim to understand the market dynamics. The study then concentrates on determining strategic objectives and key performance indicators in order to improve the corporate’s strategy. Finally, research findings are discussed critically and several recommendations are formulated. To conclude the study, a conclusion is made followed by limitations and recommendations for further analysis.

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Author:Isabella I. Antosik
Advisor:Lars Binckebanck
Document Type:Bachelor Thesis
Year of Completion:2017
Granting Institution:Hochschule Furtwangen
Release Date:2017/03/09
Tag:International market selection; Market development; Market expansion
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt