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The market expansion opportunities for a European manufacturing company in a foreign European country: the case of an Italian air conditioning company, RHOSS S.p.A and the market opportunities in the UK

The aim of this dissertation is to research whether an Italian medium sized manufacturing company would have profitable market opportunities exporting to the UK. The study focuses on a particular production that is residential air conditioning. The research statement is then: ‘can a medium sized European company profitably enter the British market of residential air conditioning?. If the answer is positive, the consequence is the development of a strategic plan to attack the UK market; if it is negative, the consequence is an explanation of the reasons why it is not worthy entering.

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MA European Business - Dissertation in European Business Strategy 10/09/2000 Fabrizio Biscotti Dr. Steve McGuire V EXECUTIVE SUMMARY Introduction The aim of this dissertation is to research whether an Italian medium sized manufacturing company would have profitable market opportunities exporting to the UK. The study focuses on a particular production that is residential air conditioning. The research statement is then: �can a medium sized European company profitably enter the British market of residential air conditioning?�. If the answer is positive, the consequence is the development of a strategic plan to attack the UK market; if it is negative, the consequence is an explanation of the reasons why it is not worthy entering. THE THEORY BEHIND THE RESEARCH STATEMENT: CHAPTER 1 - STRATEGIC PLANNING AND EXPORT MANAGEMENT In this chapter we analyse the foundations of modern strategic thinking, focusing on the idea that at the beginning of every strategic plan there is a solid analytical introduction. This introduction is based on the analysis of the resources of the company and of the environment in which it operates. The following stage is strategic planning that is the development of possible options offered both by the market and by the own resources (competencies and capabilities) of the company. The process of understanding its own capabilities, in relation to the possible options offered by a market, is part of the �marketing process�. Marketing intelligence helps companies to gather vital information on the customer and on competitors; helping them to develop a marketing strategy, that, in our specific case, it is an export marketing strategy. Market segmentation, market targeting and demand estimation are the key elements that will help to conduct the research.

Tesi di Master

Autore: Fabrizio Biscotti Contatta »

Composta da 90 pagine.

 

Questa tesi ha raggiunto 1171 click dal 20/03/2004.

 

Consultata integralmente una volta.

Disponibile in PDF, la consultazione è esclusivamente in formato digitale.