The aim of the thesis is to investigate, whether a penetration of the baby product market in New York would be profitable for the Danish brand, Done by Deer, and in addition, how the company potentially should access the market. The investigation is performed with the use of both primary and secondary data, including observation and interviews conducted in New York, in order to explore the characteristics of the baby product market in New York, possible penetration strategies and Dony by Deer’s potential positioning on the market. The collected data has, together with the thesis’ theoretical basis, Svend Hollensen’s theory about the internationalization and global marketing of companies, created the foundation of the analysis. Regarding the thesis’ research question, it is concluded, that the investigation suggests, that the market in New York would be profitable for Done by Deer. Besides the lack of competitors providing the same type of room feeling in terms of diversity in product categories and innovative collections, the data collection emphasizes a demand for the company’s products from consumers in New York. The profit depends on the chosen penetration strategy. Where the direct export model would require less economic risks and less profit, the hierarchical model would require heavy initial investments and thus more potential profit. Due to the fact that an investment in the hierarchical mode would be the same a 50 % of the company’s equity and that the executives are very risk averse, it is recommended that Done by Deer’s initial strategy should be the direct export model, so they can get a proof of concept before investing more money. At the same time, it is recommended that Done by Deer should access the market with the following considerations and actions: the product portfolio should represent the earlier mentioned room feeling, charging prices in middle-high segment, choosing a multichannel distribution strategy both targeting the online and physical market and focusing the promotion on social media advertising, including influencer marketing, to reinforce the brand value.
|Uddannelser||Erhvervsøkonomi, (Bachelor/kandidatuddannelse) Bachelor|
|Udgivelsesdato||25 maj 2019|
|Vejledere||Niels Nolsøe Grünbaum|