Market Entry Strategy for New Food Brands
Chowdhury, Elius (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052415583
https://urn.fi/URN:NBN:fi:amk-2025052415583
Tiivistelmä
Market entry strategy is indispensable for new product brand development, but there is limited research in emerging countries. Therefore, this study aims to investigate market entry strategy and challenges in Bangladesh as a growing economy. The study considers a qualitative research strategy and case study research design in light of interpretivism and subjectivism research philosophies. The company manager was interviewed via Microsoft Teams, and the data was analyzed using Microsoft Office.
The research findings indicate that entry challenges in the Bangladeshi market include complex regulations, the higher cost of supply chain maintenance of new product brands, market manipulations, pricing syndicates, and political instability. For challenges, strategies include local product development, digital marketing, promotion involvement, and strategic partnerships. This study confirms that cost leadership and differentiation are the most influential strategic foundations according to Michael Porter's theory.
The study recommends that new brand entrants consider cultural understanding, technologies, and regulatory compliance when entering a new market. The government should implement flexible market entry legislation and infrastructural developments.
The research findings indicate that entry challenges in the Bangladeshi market include complex regulations, the higher cost of supply chain maintenance of new product brands, market manipulations, pricing syndicates, and political instability. For challenges, strategies include local product development, digital marketing, promotion involvement, and strategic partnerships. This study confirms that cost leadership and differentiation are the most influential strategic foundations according to Michael Porter's theory.
The study recommends that new brand entrants consider cultural understanding, technologies, and regulatory compliance when entering a new market. The government should implement flexible market entry legislation and infrastructural developments.