Online market-penetration strategies of Josefinas to South Korea

Detalhes bibliográficos
Autor(a) principal: Barros, Mafalda Baptista
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/38853
Resumo: Josefinas is a luxury brand that sells online globally since its inception. The purpose of this project is to develop online market-penetration strategies for Josefinas to increase sales and brand awareness in the South Korean market. An internal analysis was developed to assess the competitive potential of the firm’s resources and capabilities, and the firm’s internal strengths and weaknesses. An analysis of the market was also performed to understand the external factors that directly affect the company as a market player. Finally, this project suggests different market-penetration strategies for the company to meet its business goals.
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spelling Online market-penetration strategies of Josefinas to South KoreaJosefinasMarket penetrationE-commerceLuxuryFootwearDomínio/Área Científica::Ciências Sociais::Economia e GestãoJosefinas is a luxury brand that sells online globally since its inception. The purpose of this project is to develop online market-penetration strategies for Josefinas to increase sales and brand awareness in the South Korean market. An internal analysis was developed to assess the competitive potential of the firm’s resources and capabilities, and the firm’s internal strengths and weaknesses. An analysis of the market was also performed to understand the external factors that directly affect the company as a market player. Finally, this project suggests different market-penetration strategies for the company to meet its business goals.Cuypers, YouthaRUNBarros, Mafalda Baptista2021-01-20T01:30:22Z2018-01-202018-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/38853TID:201864967enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:21:24Zoai:run.unl.pt:10362/38853Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:31:03.282598Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Online market-penetration strategies of Josefinas to South Korea
title Online market-penetration strategies of Josefinas to South Korea
spellingShingle Online market-penetration strategies of Josefinas to South Korea
Barros, Mafalda Baptista
Josefinas
Market penetration
E-commerce
Luxury
Footwear
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Online market-penetration strategies of Josefinas to South Korea
title_full Online market-penetration strategies of Josefinas to South Korea
title_fullStr Online market-penetration strategies of Josefinas to South Korea
title_full_unstemmed Online market-penetration strategies of Josefinas to South Korea
title_sort Online market-penetration strategies of Josefinas to South Korea
author Barros, Mafalda Baptista
author_facet Barros, Mafalda Baptista
author_role author
dc.contributor.none.fl_str_mv Cuypers, Youtha
RUN
dc.contributor.author.fl_str_mv Barros, Mafalda Baptista
dc.subject.por.fl_str_mv Josefinas
Market penetration
E-commerce
Luxury
Footwear
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Josefinas
Market penetration
E-commerce
Luxury
Footwear
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Josefinas is a luxury brand that sells online globally since its inception. The purpose of this project is to develop online market-penetration strategies for Josefinas to increase sales and brand awareness in the South Korean market. An internal analysis was developed to assess the competitive potential of the firm’s resources and capabilities, and the firm’s internal strengths and weaknesses. An analysis of the market was also performed to understand the external factors that directly affect the company as a market player. Finally, this project suggests different market-penetration strategies for the company to meet its business goals.
publishDate 2018
dc.date.none.fl_str_mv 2018-01-20
2018-01-20T00:00:00Z
2021-01-20T01:30:22Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/38853
TID:201864967
url http://hdl.handle.net/10362/38853
identifier_str_mv TID:201864967
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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