We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Introducing new brand into a market - Case Study Example

Comments (0) Cite this document
To introduce a new brand into a market which is dominated by one company is important to define the role of the firm in the competition, to illustrate the roles that a company may have, I will expose the example of Auchan France as a challenger, Archos France as a runner-up, and Geox Italy as a nicher.
Download full paper
Introducing new brand into a market
Read TextPreview

Extract of sample
Introducing new brand into a market

Download file to see previous pages... (Auchan, 2008).
Currently, Auchan has formed an alliance with the telecommunications operator Wind, in Italy, to build the strongest virtual operator, supported physically by Wind to offer telecommunication services as well as attractive promotions and fidelity options to give customers a reason to choose its supermarket over the current leader. This is an example of the "flanker strategy" - the objective of this strategy is to defend an exposed flank, which in business terms, is translated into a weakness in the leader's offering. "a follower may try to capture a leading share in a market segment with a differentiated product where the leader is not strong." (Avlonitis, 2006, p. 49). Attacking a non natural action field will give them an advantage over Carrefour that will require time for them to regain.
Archos France is a company that produces electronic components, specifically those dedicated to multimedia applications. The role of Archos is the one of a company that follows the pace of the technology dictated by other leaders like Apple. Its strategy is based on producing almost cutting edge technological products at a lower cost than the concurrency but not trying to get the leadership position, since the company does not invest in innovation and advertising to the extent of the leaders in the industry. This is despite the fact that the company claims to have an objective of being an innovative company that brings pocket entertainment to customers (Archos, 2008). "Firms which undertake a good deal of innovation often have to recoup massive investment costs. Market followers are able to copy what the leading firms produce and save themselves the burden of massive investment costs. This means that they can operate very profitably at the going price in a market." (Proctor, 2000, p.109). An example of this strategy is the multimedia reader Archos 405 which is a product that resembles the iPod touch from Apple but with less appealing characteristics that allows it to be commercialized at half the price.
Geox Italy is a firm that works in the shoe industry where other companies like Nike or Adidas are leaders. The difference with the strongest brands is that Geox was born based on the innovative idea of creating a shoe that allows transpiration to go out of the shoe through holes that do not allow water to come in. Its objective is to create shoes that guarantee those aspects giving the company a strong niche orientation, "A cardinal rule for successful entrepreneurs is "find a market niche." Specialization in a product area can make you the recognized expert." (Lesonsky, 2001, p. 45); the family of shoes that uses the Geox breathes patented system was a success among the customer that searched waterproof shoes that allowed the feet to remain dry, a sector of the market which was not considered by the market leaders and challengers such as Reebok, Le Coq Sportif or Avia.

Essay 2 (Deena)
An Overview
Many companies consider launching new brands and products into the market with hopes that it will provide these brands sustainability and an increase in market share. While processes for dealing with competition differ from one region to the next, it is also important to recognize that for some brands, their competition might not require the same marketing competitive ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Introducing new brand into a market Case Study Example | Topics and Well Written Essays - 3000 words”, n.d.)
Retrieved from https://studentshare.org/miscellaneous/1506149-introducing-new-brand-into-a-market
(Introducing New Brand into a Market Case Study Example | Topics and Well Written Essays - 3000 Words)
“Introducing New Brand into a Market Case Study Example | Topics and Well Written Essays - 3000 Words”, n.d. https://studentshare.org/miscellaneous/1506149-introducing-new-brand-into-a-market.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
Brand Strategy Case Analysis
This erodes their market share and gives consumers more rational choice regarding alternative or substitute products for purchase. Dunkin Donuts and Caribou Coffee, to name only two, have found success through advertising and product focus to appeal to customers with a need for value-added coffee products.
3 Pages(750 words)Case Study
Apple Computer, Inc: Maintaining the Music Business while Introducing iPhone and Apple TV
The two individuals were Steve Jobs and Steve Wozniak. They started off with a computer launch which led to introduction of series of products later. Steve Jobs and Apple have a history amongst them and he is considered as one of the best pioneers and entrepreneur the world has seen in recent times (Muller, 2011).
8 Pages(2000 words)Case Study
In the present day scenario where management turnover have become very frequent, Remax is still held and controlled by its original founders. Dave and Gale Liniger thought that to catch the attention of and retain the finest agents in the industry, the organizations operating in the real estate sector should provide the gaents with utmost compensation, superior support services in addition to the liberty to be successful.
7 Pages(1750 words)Research Paper
The car has been attractive for the target market because it requires less maintenance and less consumption of petrol. This in turn will also facilitate the process of reducing the pollution as it is completely a fuel efficient car. The car has a space of 5 persons and has a duffle bag.
3 Pages(750 words)Case Study
Introducing New Products and Services
The company was established in 2010 and since then it has been emerging as one of the well-known brands. Rifle 3G aims to provide its customers the quality of products by accomplishing their needs. The company aims to provide its customers higher level of satisfaction and broader selection of clothing.
4 Pages(1000 words)Essay
Brand Repositioning of McDonald in New Zealand
Introducing new offerings (e.g. Happy Meal Choice) but also enhancing healthiness of traditional products, McDonald's New Zealand managed to drive sales up - even doubling profits - once more. In order to bring home a 'healthier meal' message, McDonald's New Zealand taped into a set of strategic communication tools.
2 Pages(500 words)Case Study
Building a Strong Brand
Nestl is likely to have lost share in the seasonal chocolate market in line with its performance across the entire chocolate confectionery market. The problems in Nestl's confectionery business have attracted much press attention, culminating in the departure of the UK MD in November 2005 who described Nestl Rowntree as a "business in crisis".
16 Pages(4000 words)Case Study
Market Analysis for Entry Strategy
The other objective was to analyze if the company has achieved its vision of becoming the leader of the worldwide alcohol industry. France which was the main target market for the company over the past few years has been faced with decline in consumption of alcohol products.
16 Pages(4000 words)Case Study
Steps in Introducing a New Product in the Market

According to this case study, the success of a new product in the market mainly depends on a calculated risk that is based on thorough market research. The company took time to research about the needs and interests of the customers and it emphasised on the aspect of quality which helped it to gain a competitive advantage over other players in the same industry.

2 Pages(500 words)Case Study
LOREAL BUILDING A GLOBAL COSMETIC BRAND. Pages 644- 651 of your main text Ghauri and Cateora text book (2010)
nd was that it was made in such a way that it did not destroy hair as did other similar products that were in the market, which used corrosive chemicals. Thus, this product gained popularity amongst the Parisian hair dressers he was selling to, prompting him to continue
11 Pages(2750 words)Case Study
Let us find you another Case Study on topic Introducing new brand into a market for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us