An entry strategy report for Dairy Crest in Germany: A theoretical application of matrix marketing

Abstract

This case study investigates the possibility of Dairy Crest dairy products entering the German market. The study gives an insight and analyses the company’s internal capabilities as well as its external industrial forces that may influence and direct strategies and tactics. Finally, it presents a suggested possible strategic and tactical marketing approach that could alternatively be used by Dairy Crest in optimising performance when targeting the German market.

Citation

Vignali, C., Vrontis, D. and Vignali, D.M. (1999), "An entry strategy report for Dairy Crest in Germany: A theoretical application of matrix marketing", British Food Journal, Vol. 101 No. 5/6, pp. 393-409. https://doi.org/10.1108/00070709910278325