Publicação
AMI Paris in southeast Asia: strategic market entry and growth opportunities in Thailand
| Resumo: | This project evaluates AMI Paris’ strategic opportunities for market entry and growth in Southeast Asia, focusing on Thailand, Malaysia, Vietnam, and Indonesia. As a French affordable luxury brand with global aspirations, the goal is to identify the most promising market for expansion. To achieve this, the study first builds an understanding of these emerging markets through a review of the Asian luxury market and global brand expansion strategies. Using a mixed-methods approachthat combines quantitative surveys, qualitative expert interviews, and strategic frameworks like PESTEL, SWOT, and Porter’s Five Forces, the study identifies key factors shaping consumer behavior, market potential, and competitive dynamics. The findings rank Thailand as the most promising market, followed by Malaysia, emphasizing the need for cultural alignment, localized marketing, and digital engagement for AMI Paris to successfully establish ang grow in these markets. |
|---|---|
| Autores principais: | Sahm, Charlotte Elisabeth |
| Assunto: | AMI Paris Southeast Asia Thailand Malaysia Vietnam Indonesia Emerging markets Affordable luxury Market entry strategy International expansion Parisian fashion |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This project evaluates AMI Paris’ strategic opportunities for market entry and growth in Southeast Asia, focusing on Thailand, Malaysia, Vietnam, and Indonesia. As a French affordable luxury brand with global aspirations, the goal is to identify the most promising market for expansion. To achieve this, the study first builds an understanding of these emerging markets through a review of the Asian luxury market and global brand expansion strategies. Using a mixed-methods approachthat combines quantitative surveys, qualitative expert interviews, and strategic frameworks like PESTEL, SWOT, and Porter’s Five Forces, the study identifies key factors shaping consumer behavior, market potential, and competitive dynamics. The findings rank Thailand as the most promising market, followed by Malaysia, emphasizing the need for cultural alignment, localized marketing, and digital engagement for AMI Paris to successfully establish ang grow in these markets. |
|---|