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How can Incentive Europe strengthen their position in the German market and establish their market share?

  • Incentive Europe Premiums Concepts & Licensing (IEPC) is a Dutch company that specializes in the sales and distribution of premiums and promotional products. Its goal is to support companies all over Europe in terms of boosting sales numbers, increasing brand awareness or attracting new clients. In order to achieve these goals Incentive Europe has a number of assets to assist this endeavour; namely an in-office design department, over a decade of experience and a good relationship with several sourcing and production sites in China, headquarters in Amsterdam and Shenzhen (China) and a dedicated team of regional account managers. Currently Incentive Europe Premiums Concepts & Licensing is active in several different markets within different business segments. The company has put its main focus in producing branded USB sticks and power banks and is quite successful in this regard in the Netherlands, Germany, France, Spain and Italy but now the company is aiming higher. IEPC is already active in the segments of premiums and merchandising and are presently facing the challenge of entering the German premium market in the best way possible. The competition in the German market is unexplored and Incentive Europe has to find a way to gain traction in the premium market. For this reason, this bachelor thesis is related to the German market of premiums and merchandising in order to discover and explore entry strategies and analyse the possible options.

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Author:Visal San
Advisor:Michael Lederer
Document Type:Bachelor Thesis
Year of Completion:2017
Granting Institution:Hochschule Furtwangen
Date of final exam:2017/08/19
Release Date:2017/09/12
Tag:Europe; Incentive; Merchandising; Premiums
Page Number:71
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Business Strategy
Licence (German):License LogoUrheberrechtlich gesch├╝tzt