Ecco and Turkish Market
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Preface
Ecco is a Danish shoe manufacturer and retailer founded in 1963 by Karl Toosbuy in Bredebro in Denmark. Ecco shoes are sold in more than 90 countries. The company has expanded its operations into markets worldwide.
Applying relevant theories, we made a research on how Ecco can be profitable in Turkish market. By doing this project we combined market research and use of methods to do a project. Our target audience of the project is teachers and marketing students.
3 December 2011
Resume
With these report we have been able to analysis Ecco as a well-known company with good brand and mission to globalize. During the report we figure out how Ecco can be profitable in turkey which is nonwestern with Islamic culture country.
In this report we use theories like swot, porters five fore, and value chain to determine our problem statement and as a results we analysis the advantages and disadvantages, strength and weakness as well as threat and opportunities Ecco may encounter before and after it enters Turkish market.
We have been able to come out with the method that if Ecco want to gain attention and profit in Turkish market, it has to be able to respect the culture and mingle well with the citizens and hence concluded that Ecco adaption of this method and theories can earn profit in turkey.
Table of Contents Preface 2 Resume 3 Ecco introduction 5 Problem statement 5 How can Ecco be profitable in the Turkish market? 5 Diversification 5 Internal 6 Technology 6 Brand value 6 Product lifecycle 6 Value chain 7 External 8 Pestel 8 Porters five forces 13 SWOT 15 Industry rivalry 16 CONCLUSION 17 Advantages to enter the Turkish market 17 Disadvantages to enter the Turkish market 17 Conclude 17 Bibliography 18
Ecco introduction
Every company has the dream to go global.
Preface
Ecco is a Danish shoe manufacturer and retailer founded in 1963 by Karl Toosbuy in Bredebro in Denmark. Ecco shoes are sold in more than 90 countries. The company has expanded its operations into markets worldwide.
Applying relevant theories, we made a research on how Ecco can be profitable in Turkish market. By doing this project we combined market research and use of methods to do a project. Our target audience of the project is teachers and marketing students.
3 December 2011
Resume
With these report we have been able to analysis Ecco as a well-known company with good brand and mission to globalize. During the report we figure out how Ecco can be profitable in turkey which is nonwestern with Islamic culture country.
In this report we use theories like swot, porters five fore, and value chain to determine our problem statement and as a results we analysis the advantages and disadvantages, strength and weakness as well as threat and opportunities Ecco may encounter before and after it enters Turkish market.
We have been able to come out with the method that if Ecco want to gain attention and profit in Turkish market, it has to be able to respect the culture and mingle well with the citizens and hence concluded that Ecco adaption of this method and theories can earn profit in turkey.
Table of Contents Preface 2 Resume 3 Ecco introduction 5 Problem statement 5 How can Ecco be profitable in the Turkish market? 5 Diversification 5 Internal 6 Technology 6 Brand value 6 Product lifecycle 6 Value chain 7 External 8 Pestel 8 Porters five forces 13 SWOT 15 Industry rivalry 16 CONCLUSION 17 Advantages to enter the Turkish market 17 Disadvantages to enter the Turkish market 17 Conclude 17 Bibliography 18
Ecco introduction
Every company has the dream to go global.
Bibliography: The World Bank http://www.doingbusiness.com/ Kotler et al. (2009): Marketing Management. Essex: Pearson Educations. Harboe, T. (2010): Method and project writing. Samfundslitteratur Ecco A/S. http://www.ecco.com/en-XI/ Bruun et al. (2007): Marketing Management. Essex: Pearson Educations.