Standardizing or adapting the marketing mix?: a case study of Swedish Match in Russia
Uppsala University, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Faculty of Social Sciences, Department of Business Studies2008 (English)
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The issue whether to standardize or adapt the marketing mix when entering a foreign market has been an object for debate for a long time. The decision whether to standardize or adapt can be crucial for a company’s success or failure on the chosen market. There are many variables that have to be taken into consideration when making this important decision. There is little research done regarding products that are totally new and do not have any past usage on the chosen market and the special issues related to promoting and selling such products. This thesis investigates the modifications and standardizations made to the product and promotion by Swedish Match when entering the Russian market launching snus and how these strategical decisions are linked to company’s sales within the specific market. As a result this study suggests that when a tobacco company enters the Russian market with a new product with no past usage, the product should be standardized and the promotion should be adapted in order to have substantial sales.
Place, publisher, year, edition, pages
2008. , 43 p.
IdentifiersURN: urn:nbn:se:uu:diva-89088OAI: oai:DiVA.org:uu-89088DiVA: diva2:159395