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Strategic Brand Development and Market Entry Framework for WAFE

Brouwer, R. (2025) Strategic Brand Development and Market Entry Framework for WAFE.

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Abstract:WAFE plans to enter the saturated smart garden management market with a system that integrates lighting, irrigation, and water management into a single solution. As a newcomer to this market, WAFE will face significant challenges due to strong incumbent brand loyalty, high entry barriers, and the need to prove reliability and build trust among customers. This thesis investigates how WAFE can position itself to obtain long-term relevance and growth. The result is a strategic brand manual and phased development roadmap to assist in WAFE's establishment. A comprehensive market analysis into the macro, meso, and micro levels of the market has provided strategic recommendations for WAFE's development. WAFE will be positioned as a strategic spin-off from company Velda, but with a distinct identity and value proposition to ensure it will be able to differentiate itself from the established competitors. The developed brand manual provides guidelines for WAFE's implementation to help it overcome market resistance, establish trust, and build a competitive presence in the smart garden management market.
Item Type:Essay (Master)
Faculty:ET: Engineering Technology
Subject:85 business administration, organizational science
Programme:Industrial Engineering and Management MSc (60029)
Link to this item:https://purl.utwente.nl/essays/107120
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