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| Author: | Vignali, C. Tarry, A. |
| Title: | Market entry strategy for Italy (Crown Berger) |
| Journal: | Management Decision
1994 : VOL. 32:3, p. 11-18 |
| Index terms: | ITALY PLANNING PRODUCT DEVELOPMENT |
| Language: | eng |
| Abstract: | This case presents an internal perspective on one national market. It takes the form of a report prepared for marketing management, by colleagues outside the company. The main objective of this report is to analyse the state of the market in decorative paints among private consumers and craftsmen in Italy , to determine the opportunities open to Crown Berger to develop its activities in Italy. This report also includes recommendations on the best strategy to adopt to break into the Italian market. |
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