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Biodegradable Tableware and Cutlery - Market Research and Global Marketing Program Design for BIOTREM in Germany

  • The thesis emphasizes on the scale of production and waste of plastics, market share of single use plastics and attempts to find alternatives to one of the most problematic single use plastic marine litter items – single use plastic tableware and cutlery. The thesis is further narrowed to one of the Biodegradable tableware and cutlery BIOTREM from Poland that produces single use or disposable tableware and cutlery with the raw materials wheat bran and bioplastics PLA. A study involved in the internationalization of BIOTREM is carried out based on the guidelines and principles of Global Marketing by Hollensen (2014). The study includes the important steps in internationalization process such as decision whether to internationalize, factors affecting internationalization, internationalization models suitable for BIOTREM. Germany is considered as a hypothetical target market for the expansion of BIOTREM and the challenges for internationalization to Germany is analyzed with the help of Porter’s Five Force framework and SWOT Analysis. Further, various types of entry modes and factors that would influence the strategy for BIOTREM’s entry into German Market are studied and the suitable options are recommended. A few recommendations w.r.t elements of marketing mix – product, place and promotions are suggested and also included are the general recommendations regarding company’s website contents. A recommendation is made on new form of crowd funding option – Security Token Offerings (STO’s) for BIOTREM expansion plan. Finally, it is concluded with enlisting the answers found for the research questions and the message on taking responsibility for single use plastic pollution problem.

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Author:Nagadeepika Satrasala
Advisor:Frank Kramer
Document Type:Master's Thesis
Year of Completion:2020
Granting Institution:Hochschule Furtwangen
Date of final exam:2020/08/24
Release Date:2020/09/01
Tag:Biodegradable cutlery; Biodegradable tableware; Porter five forces
Degree Program:MBA - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt