|
Title:
|
Arla Foods
|
|
|
Driving sales through entry into sub-Saharan Africa |
|
Author:
|
Lund, Kristian Nørfelt; Wiese, Maria Tauber |
|
Abstract:
|
This thesis examines what type of entry strategy Arla Foods should pursue in sub-Saharan Africa. The examination takes its basis in the questions of why Arla Foods should consider entering into sub-Saharan Africa, where to enter and how to enter in terms of entry mode, timing and commitment as well as market positioning. The call for a thorough investigation of this research area is generated by a mix of growing interest from Arla Foods lead by the Consumer International and Global Ingredients divisions to identify and evaluate the market potentials in sub-Saharan Africa and of strategic management literature which to an increasing scale focuses on the business potential in least developed countries. |
|
URI:
|
http://hdl.handle.net/10417/249
|
|
Date:
|
2009-03-20 |
|
Pages:
|
150 s. |
