Swensen’s must engage in market penetration and diversification to retain its leading position in the Thailand market
| dc.contributor.author | Douglas, Kailee | |
| dc.date.accessioned | 2024-06-25T16:18:32Z | |
| dc.date.available | 2024-06-25T16:18:32Z | |
| dc.date.issued | 2008 | |
| dc.description.abstract | This paper will determine ways in which Swensen’s Ice Cream Parlour can retain its leading position in the premium ice cream market of Thailand. Analysis of the company, market, and customers determined that Swensen’s must engage in market penetration and diversification growth strategies. Market penetration includes opening university locations, promoting beverages, engaging in customer relationship programs, increasing the experience, and reducing the delivery gap. Diversification growth strategies include offering souvenirs, food items and media. In conclusion, these recommendations will allow managers to improve the company’s position against competitors, and maintain Swensen’s as the most popular destination for all ice cream lovers. | |
| dc.description.reviewstatus | Reviewed | |
| dc.description.scholarlevel | Undergraduate | |
| dc.identifier.citation | Douglas, K. (2008). Swensen’s must engage in market penetration and diversification to retain its leading position in the Thailand market. Bachelor of Commerce Best Business Research Papers, 1, 13–21. https://business.journals.uvic.ca/index.php/bcomrp/article/view/90 | |
| dc.identifier.uri | https://hdl.handle.net/1828/16664 | |
| dc.language.iso | en | |
| dc.publisher | Bachelor of Commerce Best Business Research Papers | |
| dc.title | Swensen’s must engage in market penetration and diversification to retain its leading position in the Thailand market | |
| dc.type | Article |