Marketing

University of Fribourg Case Study / Team Work (3) In European grocerying MARKET SELECTION Chair for International Management Liebherr/Richemont Endowed Chair Prof. Dr. Dirk Morschett Sabine AEBISCHER, scholar ID 04-213-310 MICHAEL ENGEL, Student ID 06-201-677 ZDENKA LA ROSA SCHREIER, Student ID 07-217-532 FLORENCE SEYDOUX, Student ID 06-213-227 LEA UNTERNÄHRER, Student ID 03-207-602 Fribourg, October 26, 2009 LIST OF CONTENT 1. groundwork1 2. Skateboarding - Introduction to its History, Market and Culture1 3. The Multiple Stage Process of Market survival2 3.1 Description of the Method2 3.2 The Preliminary Screening (Step 1)2 3.3 The particular Screening (Step 2)3 3.4 The Fine-Grained Analysis (Step 3)6 4. The Selected Countries - Description and Marketing outline9 4.1 Description of the Selected Countries9 4.2 Marketing Strategy10 5. BibliographyII 6. List of Interview PartnersIII 7.

extensionIV LIST OF TABLES carry over 1: Criteria for the Scoring Model (Detailed Screening)5 Table 2: Scoring Model for the International Market Selection (Detailed Screening)5 Table 3: Criteria for the Scoring Model (Fine-Grained Analysis)8 Table 4: Scoring Model for the International Market Selection (Fine-Grained Analysis)8 1. Introduction The family-owned phoner Culture, a skateboard manufacturer, produces its own brand skateboards as well as boards for other Swiss skateboard companies. The differentiate of the company stands for high quality products. After some geezerhood of business-development and success in Switzerland, the company has made sufficient bills in that market to distribute its products (the decks of the skateboards) in other European countries. To start this internationalization a selection of three countries has to be made. 2. Skateboarding - Introduction to its History, Market and Culture The first skateboards were developed in South California in the 1950s. They were made out of a small... If you want to get a full essay, order it on our website: Orderessay

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