An entry strategy report for Dairy Crest in Germany: A theoretical application of matrix marketing

Claudio Vignali; Demetris Vrontis; Daniella Maria Vignali

doi:10.1108/00070709910278325

An entry strategy report for Dairy Crest in Germany: A theoretical application of matrix marketing

Claudio Vignali, Demetris Vrontis, Daniella Maria Vignali

Research output: Contribution to journal › Article › peer-review

Abstract

This case study investigates the possibility of Dairy Crest dairy products entering the German market. The study gives an insight and analyses the company's internal capabilities as well as its external industrial forces that may influence and direct strategies and tactics. Finally, it presents a suggested possible strategic and tactical marketing approach that could alternatively be used by Dairy Crest in optimising performance when targeting the German market.

Original language	English
Pages (from-to)	393-409
Number of pages	17
Journal	British Food Journal
Volume	101
Issue number	5-6
DOIs	https://doi.org/10.1108/00070709910278325
Publication status	Published - 1 Jun 1999

Keywords

Dairy industry
Germany
Marketing
Strategy

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10.1108/00070709910278325

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title = "An entry strategy report for Dairy Crest in Germany: A theoretical application of matrix marketing",

abstract = "This case study investigates the possibility of Dairy Crest dairy products entering the German market. The study gives an insight and analyses the company's internal capabilities as well as its external industrial forces that may influence and direct strategies and tactics. Finally, it presents a suggested possible strategic and tactical marketing approach that could alternatively be used by Dairy Crest in optimising performance when targeting the German market.",

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AB - This case study investigates the possibility of Dairy Crest dairy products entering the German market. The study gives an insight and analyses the company's internal capabilities as well as its external industrial forces that may influence and direct strategies and tactics. Finally, it presents a suggested possible strategic and tactical marketing approach that could alternatively be used by Dairy Crest in optimising performance when targeting the German market.

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KW - Strategy

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An entry strategy report for Dairy Crest in Germany: A theoretical application of matrix marketing

Abstract

Keywords

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