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• W2737977778 abstract "This report provides different strategies of how to enter a new market with an important section on how media strategies play a big part in this. The family company, Citrine by Stones, is a small luxury fashion jewelry company, based in Miami. To create more brand awareness in its EU markets, a new entrance strategy was needed. Entering a new market is a real challenge and because of this an analysis of new (consumer) market, applicable communication theories and media strategies had to be conducted. In order to conduct my research, and to come up with practical advice and recommendations, research is divided into a three part analysis: (1) The existing market (including company as it exists today, current market, current media strategies, current consumer/customer and his behavior and current jewelry industry); (2) The new market (including reasoning behind entering Dutch market, distribution possibilities, segmentation of target group, Dutch consumer/potential customer and his behavior and Dutch jewelry industry); (3) Introducing brand (including branding, positioning and media strategies). I researched these questions by studying literature, doing desk research, spreading a questionnaire, organizing a group interview and getting into contact with the Stones themselves. After reading this research you will know what to expect when crossing a domestic border with a luxury fashion product, you will understand what considerations need to be made and finally you will read recommendations on how to enter Dutch market with media strategies that are available. The opportunities of entering Dutch market, level of consumer wealth, and possible bumps along way, like lack of experience with Dutch consumer behavior, are explained. The average Dutch consumer is more simple and down to earth than average American consumer. Also, because of changing consumer behavior towards more sophistication, offering quality and increasing customer satisfaction by offering extra services is a must instead of an option. The Maslow 'pyramid of hierarchy'[of needs] was used to explain why there is a need for luxury jewelry . Dutch women consumers who might be interested in luxury fashion jewelry presented by 'Citrine', are referred to as affluent consumers, because they have extra money to buy luxury products to fulfill need for comfort instead of a basic need. This group of women is further specified into final target group. After further analyzing Dutch market and potential of Dutch female consumer to become a potential customer for Citrine, it became clear that entering Dutch market could result in obtaining Citrine's objective." @default.
• W2737977778 created "2017-07-31" @default.
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• W2737977778 date "2011-06-01" @default.
• W2737977778 modified "2023-09-26" @default.
• W2737977778 title "Report on 'Citrine by the Stones'. Research on the entering of the Dutch market & the selection of a media strategy application." @default.
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