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International marketing application Haubi's Ges.m.b.H in multicultural surrounding
- Publication Year :
- 2008
- Publisher :
- Vysoká škola ekonomická v Praze, 2008.
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Abstract
- This thesis presents the issue of the entering of a business to business company on the Unated Arab Emirates market. Its objective is to develop an appropriate marketing strategy and apply it to Haubi's Ges. M.b.H, a leading Austrian bakery. The strategy was elaborated from the analysis of the food market both at the global and national level in the UAE. Assumptions underlying the success of a company in this market are included in the SWOT analysis. The principles derivated from this analysis are then applied to market segmenting and concurrence monitoring. The final strategy consists of a specific marketing mix, which was determined by the analysis of the obtained results and fully respects the particular cultural environment of the UAE.
Details
- Language :
- Czech
- Database :
- OpenAIRE
- Accession number :
- edsair.od......2186..abd341770f816f7492354c5188d234d2