| Author | Sharma, Rahul Dev |
| Call Number | AIT RSPR no. SM-00-113 |
| Subject(s) | Marketing|xEurope, Eastern--Management
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| Note | A Research Study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no.SM-00-113 |
| Abstract | Eastern Europe presents new horizons for market expansion in Europe. At a time when the affluent markets of Western Europe are recording stagnant growth, Eastern European markets are exhibiting high growth rates in Europe. However, Eastern Europe remains a difficult market and an organised approach is required for exploiting the opportunities in those markets of the Eastern European region. Distribution is a very crucial area - where an appropriate distribution strategy can lead to market success, an inappropriate distribution strategy can spell doom for a company in the market. The objective of the study is to determine the strategic distribution options for the Eastern European market, with relevance to an international FMCG company. The research is based on a case study of an UK based multinational cosmetics company, Body Shop International Plc, which is the client company for this research. This research takes into consideration only four aspects of physical distribution, which are warehousing, transportation, order processing and labeling. The research study takes a broader perspective of distribution, focusing not just on the distribution structure in the region but also on its integration with the pan-European distribution structure. The conclusion of the study is that retail distribution, though a relatively new distribution format in these markets, is the most appropriate distribution format for these markets. A 'cluster' approach combined with 'postponement strategy' is recommended to gain greater efficiencies. Companies are recommended to develop strategic distribution partnerships with fomih party logistics service providers, which have considerable expertise in this region |
| Year | 2000 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no.SM-00-113 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Paul, Himangshu.;Bechter, Clemens. ; |
| Scholarship Donor(s) | Asian Institute of Technology (Partial Scholarship); |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2000 |