Publicação
How to introduce an Asian luxury niche fragrance brand to the French market: the case of Maison de L´Asie
| Resumo: | The project develops an internationalization process to discover the potential of luxury Asian brands to expand in the global arena. Through the analysis of the real case of a luxury niche fragrance brand: Maison de L’Asie’s project to develop into the French Market. An analysis of primary data which consist of a survey targeting French citizens combined with interviews mainly of niche brands experts to visualize an understanding of the current context and consumer journey allowing the identification of key drivers backed by secondary data guidelines. The study’s insights are aimed to conclude about the entry decision and strategy to recommend the adequate brand launch in a competitive host country known for its fragrances. |
|---|---|
| Autores principais: | Ben Tahar, Dorra |
| Assunto: | Marketing Strategy International marketing Fragrance Niche Luxury Interntional business International brand management Brand expansion Market research France Asia |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The project develops an internationalization process to discover the potential of luxury Asian brands to expand in the global arena. Through the analysis of the real case of a luxury niche fragrance brand: Maison de L’Asie’s project to develop into the French Market. An analysis of primary data which consist of a survey targeting French citizens combined with interviews mainly of niche brands experts to visualize an understanding of the current context and consumer journey allowing the identification of key drivers backed by secondary data guidelines. The study’s insights are aimed to conclude about the entry decision and strategy to recommend the adequate brand launch in a competitive host country known for its fragrances. |
|---|