Differentiation strategy possibilities for new product category venture : A known brand seeking to expand in familiar market
Lehikoinen, Anton (2018)
2018
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202204195353
https://urn.fi/URN:NBN:fi:amk-202204195353
Tiivistelmä
This thesis one combined with theory and research. It is conditioned by wishes and needs of the commissioner. Therefore, and likewise, it is a glimpse into how the relevant conditionings of this market work, in context of competition, clients and deals.
As such, this thesis is foremost a market research, which forms most of the research. In the end, the need for the commissioner is to be able to consider different market entry strategies. To reach those aims, brief literature review is supporting the survey and the conclusions.
The red line of the research in finding skilful strategies run through recognizing possibilities to differentiate in product level, service level and gaining behavioural advantage. This is due to nature of market, which falls into category of B2B, although end customers are mainly consumers.
As such, this thesis is foremost a market research, which forms most of the research. In the end, the need for the commissioner is to be able to consider different market entry strategies. To reach those aims, brief literature review is supporting the survey and the conclusions.
The red line of the research in finding skilful strategies run through recognizing possibilities to differentiate in product level, service level and gaining behavioural advantage. This is due to nature of market, which falls into category of B2B, although end customers are mainly consumers.