Development of marketing plan, with focus to brand refreshment & repositioning - Application to a Greek importing company
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Abstract
The present study attempts to examine the Greek air conditioning industry and, further, to propose alternatives of repositioning the products in the market throughout a new distributor. Specifically, the present study aims to examine this main subject by
applying a case study to a Greek company which operates in the domestic market. The researcher uses the bibliographic writing method and focuses on the analysis of the industry, as well as on company’s internal and external environment (PEST, SWOT,
Porter's 5 Forces analysis). Throughout the subject’s analysis and the results’ interpretation, strategies are proposed for the renewal of the company's product identity and, also, for the repositioning of the company in the industry.
The present study is structured as follows:
The First Section (Section A’) is structured in two (2) Chapters.
In particular, the First Section (Section A’) constitutes a presentation of the key aspects of the case study in question and presents indicative information about the industry, the company's supplier, and the Group to which the company belongs. It is mainly focused on the current situation, the problems that may face as a newly established company, while
in this section, the research questions and objectives are posed. Afterwards, key concepts which are necessary for understanding the present study, such as the terms “Brand Equity”, “Positioning”, or “Relaunching of a product” are then presented with
bibliographical references.
The Second Section (Section B’) is structured in three (3) Chapters.
In particular, in the Second Section (Section B’), the researcher aims to carry out an analysis of the domestic and global air conditioning industry with references from the external, immediate and internal environment of the company. Conclusions deriving
from the previous analysis are then presented and based on these conclusions, actions and strategies are then proposed for the repositioning of the brand in the domestic market.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
96Language
GreekCollections
Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα