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International market entry strategy for KOB with own branded products

  • The growing desire of firms to engage in international business, is the continuous need for growth. This paper is focus on designing an international market entry strategy for KARL OTTO BRAUN GmbH Co. & KG an OEM company, a producer of medical textile products. A prerequisite is market selection and entry, should only be possible with own branded products. As an OEM, KOB produces and packages medical textile products for other companies, who market and distribute the products under their own brand names. In this paper, qualitative and quantitative research methods are used. Expert interviews, desk research and questionnaires are employed, to gather evident data that will assisst in identifying a suitable market for KOB and determine an adequate market entry mode. Since KOB produces for other companies, caution is exercise not to enter markets, where existing key customers are present. This paper also studies market development strategies and in addition to questionnaire feedbacks, will support in elaborating a suitable market development strategy for KOB own branded products in a chosen market. The goal of the paper is to use the results of the empirical study to recommend KOB an international market entry strategy.

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Author:Yannick Fon
Advisor:Lars Binckebanck
Document Type:Bachelor Thesis
Year of Completion:2018
Granting Institution:Hochschule Furtwangen
Release Date:2018/11/12
Tag:Market entry strategy; Medical textile products
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich gesch├╝tzt