Impact of brand positioning strategies on consumer's perception

Added on - 21 Feb 2021

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Research Project
Table of ContentsINTRODUCTION............................................................................................................................3Background..................................................................................................................................3Aims and Objectives....................................................................................................................3Rationale.......................................................................................................................................4LITERATURE REVIEW.................................................................................................................4RESEARCH METHODOLOGY.....................................................................................................7Time scale....................................................................................................................................9REFERENCES...............................................................................................................................10ANNEX..........................................................................................................................................12
Topic:The influence of customer perception on different strategies employed by organizationto enter into emerging market base on study on Cascade BreweryINTRODUCTIONBackgroundIt is a dream for every organization to expand its business by entering into the newmarkets. This dream has become relatively easier for the company by increasing globalization ofbusiness around the world. Globalization is a concept which is related to integration ofeconomies of different countries.Customer perception plays a great role while selecting aparticular market in a country for expanding business. What are the preferences of customers,values hold by them, what a particular product affect their feeling etc., are some of the factorswhich are to be considered while selecting a specific mode of market entry.Emerging markets such as India, Brazil, China etc., are the top destinations for thecompanies for expanding their business. Thus, for this they analyse and evaluate different marketentry strategies such as Joint venture, Licensing, mergers and acquisitions, franchising,partnerships, direct exporting etc. Organisations are mainly involved in direct exporting for anobjective of expanding the business due to the fact that exports are encouraged by thegovernment. For this purpose, the exporters are facilitated with many subsidies and concessionaltax rates. The reason being that exports brings in the foreign currency which have a direct impacton the GDP of the nation.The present research report will cover theinfluence of customer perception ondifferentstrategies employed by the company for the business expansion. The report will focus onCascade Brewery, an Austrlian beer brand which also offers non-alcoholic products. Further,literature review of the proposed study will be undertaken in the report which will highlight theclaims and conclusions of existing studies and knowledge.Moreover, what kind of researchmethodologies will be used by the researcher for solving the research problems.Aims and ObjectivesAim :“To determine theinfluence of customer perception ondifferent strategies employed byorganizations ito enter into emerging markets”. A study onCascade Brewery.Objectives :To assess the impact of globalization on organizations in the context of different marketentry strategies employed by them
To determine theimpact or influence of customer perception ondifferent market entrymodes employed by organizationsTo ascertain the challenges faced by the company inassessing the customer perceptionand their needs whileselecting the suitable market entry strategy for expansion.To recommend the strategies to the company for overcoming challenges related tonegative consumer perception and to select most appropriate market entry strategy topave its way into emerging markets.To identify unique ways to improve consumer perception while entering into a newmarket.RationaleOrganizations sort to different modes for entering into the most emerging markets of theworld for the purpose of business expansion at global level. This specific topic for the researchstudy has been chosen by the researcher for assessing the impact of globalization& customerperceptionon the organizational decisions relating to business expansion in emerging markets.This assessment of the different market entry modes used by the companies will add to theexisting knowledge of researcher. The research study will also act as a handbook to themanagement of the company through which they might be able to overcome the challenges itfaces while selecting a mode of market entry. Moreover, the other reason why the researcherused this topic is its personal academic interests through which the scholar will be able to make abetter understanding of the chosen concept.LITERATURE REVIEWTheme : 1 Impact of globalization on organizations in the context of different market entrymodes employed by themIn the view of Ahi and et.al., (2017) glocalisation is one of the major reason why even asmall business enterprise is striving to sell its products and services in the international markets.Opening up of world economy has offered enormous business opportunities to the organizationsaround the world in every sector, be it retail, IT, education, etc. The author states that companiesare increasingly focusing on formulating the most suitable market entry mode which could helpthem in yielding the benefits of opportunities available in emerging markets.Gollnhofer and Turkina (2015), argues with the views of the above author and states thatglobalization has creates numerous challenges for the companies in the form of intense
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