베스킨 라빈스 중국 시장 확대 전략
- 최초 등록일
- 2020.03.10
- 최종 저작일
- 2019.11
- 2페이지/
MS 워드
- 가격 2,000원
![할인쿠폰받기](/images/v4/document/ico_det_coupon.gif)
목차
A. Market Entry & Strategic Alliance
B. Positioning & Target
(1) Positioning
(2) Target
본문내용
When Baskin-Robbins expanded their China market, it made a strategic alliance with local food & beverage company. Baskin-Robbins, as an American ice-cream brand, had a little awareness about China market in terms of logistics, customer behavior, competitors. So, it chooses Songmao Group for a strategic alliance, which has KFC, King coffee Brand. After this first alliance, Baskin-Robbins announced that it would expand more franchise in China, so it singed 5 more strategic alliances with local company like Wuhan Baba commerce and Trade Ltd.,......<중 략>
참고 자료
없음