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Ego in Hong Kong. The Positioning of a Luxury Brand and Product.

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Ego in Hong Kong. The Positioning of a Luxury Brand and Product.

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Samenvatting

Ego Lifestyle wishes to penetrate the Chinese market because of the presumably high potential for the brand Ego. I was assigned to advise the company as to how to proceed to penetrate the Chinese market. The plan that I have produced, consists of two parts, that is a B2B plan and a B2C plan. The B2B problem statement is formulated as follows: ‘What is the ideal entry mode for Ego Lifestyle when entering China?’ Two sub questions are used as intermediate stages to reach the answer structured.
The same goes for the B2C plan. A research question and two sub questions are formulated, whereupon the B2C problem statement, ’What is the ideal communication strategy for Ego Lifestyle when
entering Hong Kong?’, is answered.

OrganisatieHogeschool Utrecht
OpleidingInternational Communication and Media
AfdelingCommunicatie
PartnersEgo Lifestyle
Datum2009-06-08
TypeBachelor
TaalEngels

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