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Healthy vegan snacks - A strategic analysis of success factors for market entry

  • The vegan trend has experienced continuous growth in recent years, influencing companies inside and outside of the market due to shifts in consumer behaviour. This thesis investigates the perceptible success factors for entry into the healthy vegan snacks market and delivers promising implementation strategies. To identify and understand the market situation, current food trends are identified and described and detailed insights into the terminology of healthy vegan snacks are given. Subsequently, qualitative interviews with established companies and dieticians are conducted to better understand current food trends and to determine the most relevant success factors. Based on the findings, the author provides concrete strategy recommendations for established companies and newcomers in the market segment. The findings of the study show that the healthy vegan snacks market is very attractive and therefore offers several strategic options for successful market entry. However, newcomers have to face several challenges that should be considered and ideally overcome when planning market entry. Most successful entrepreneurs truly identify with their products and represent the customer groups themselves, enabling them to optimally understand and apply customer needs.

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Author:Laura Grosch
Advisor:Niels Behrmann
Document Type:Bachelor Thesis
Year of Completion:2017
Granting Institution:Hochschule Furtwangen
Release Date:2017/03/23
Degree Program:IBM - International Business Management
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt