Market entry strategies for a super premium brand : a case study | |
| Author | Sharma, Anuradha |
| Call Number | AIT Proj. no.SM-08-06 |
| Subject(s) | Brand name products Ice cream industry--Marketing--Switzerland Ice cream industry--Marketing--Thailand |
| Note | A project submitted in partial fulfillment of the requirements for the Degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Abstract | Nestle’s plan to launch the Swiss ice cream brand, “Mövenpick of Switzerland” in Thailand comes with inscrutable challenges. While the premium market is well defined and growing, the super premium segment is relatively small and stagnated. Haagen Dazs enjoys a monopoly in this market yet the true potential of the market seems to have been underrated by the existing player. Thailand is witnessing a growing number of urban upper class; the country enjoys unrivalled leadership in Asia-Pacific tourism and can truly boast as not only a tourist hub but also home to countless expats. However, for Mövenpick capitalizing on the changing demographics or the tourism hub advantage may not be enough. Although a late entrant a window of opportunity still exist, as tourism rebounds (post tsunami) the hotel industry will prove critical to the brands success - offering not only a point of entry but also an untapped lucrative market to grow. |
| Year | 2008 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Dimmit, Nicholas J.; |
| Examination Committee(s) | Donyaprueth Krairit;Tang, John C. S.; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2008 |