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Making better market entry decisions : improving market entry decision-making at Zwanenberg Food Group for Romania

Timmer, H.R. (2009) Making better market entry decisions : improving market entry decision-making at Zwanenberg Food Group for Romania.

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Abstract:In the spring of 2007, ZFG established a sales office in Romania employing 15 persons. The company had entered the Romanian market with the intention to build a factory for the production of particularly labour intensive products. However looking back at the entry process, management had taken a number of decisions before a complete overview of the influencing factors was obtained. Due to for example the misinterpretation of a AC Nielsen report, the Romanian canned meat market appeared to be far less interesting than expected. Some of the decisions have, among other reasons, led to the disappointing results of the Romanian department which have set the ideas to build a factory, on hold. In order to prevent future mistakes, management wanted to be better informed about the Romanian market. The overlying objective of this research was therefore to improve the process of collecting and analysing information at ZFG in order to make better market entry decisions. In this research a method was developed that provides ZFG with a guideline which summarizes the necessary market information, possible sources, collecting methods and momentum to collect and analyse (table 3.1 in combination with figure 5.1). The guideline provides management an useful tool when making important market entry decisions.
Item Type:Essay (Master)
Clients:
Zwanenberg Food Group
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/58596
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