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 journalArticlepeer-review

    1 Citation (Scopus)

    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 languageEnglish
    Pages (from-to)393-409
    Number of pages17
    JournalBritish Food Journal
    Volume101
    Issue number5-6
    DOIs
    Publication statusPublished - 1 Jun 1999

    Keywords

    • Dairy industry
    • Germany
    • Marketing
    • Strategy

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