Analyzing Italian Market Entry Strategies: VAUDE Case Study

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1.In order to be successful in the Italian market, VAUDE needs to know and understand the competitive situation. Using the Porter’s Five Forces Framework, analyse competition and determine the competitive intensity in the Italian market.

2.Critically discuss the essential factors or criteria which VAUDE must take into account before the final selection of an entry mode is made. You must then select one (or more) appropriate market entry modes for VAUDE, justifying your choice through the use of supporting academic theory.

3.To what extent do you agree (or disagree) with the following statement and why? “Quantitative research can obtain data from a large sample of respondents, produce results with high reliability and validity and is less subject to bias. It is, therefore, superior to qualitative research methods in an international marketing context. As a result, VAUDE should rely on quantitative research in order to gain valuable insights into the Italian market”. Please fully justify your answer by using appropriate academic theory.

•Shows very clear processes of analysis, utilizing a wide range of models and frameworks to classify issues; consistently demonstrates analytical interpretation, discussing and evaluating issues and themes that emerge and linking them into an evaluation of global marketing themes and issues; analytical evidence is used in an accurate manner, focussed on themes and issues with detail and accuracy.

•Refers to a selection of global marketing literature, drawn from a wide range of sources; show sources of factual information clearly; good assessment of scope of subject-based literature – linkages between literature and assignment discussion clearly articulated, integrated and discussed.

General tone shows high levels of critical engagement – utilization of subject-based reading within discussion and argumentation; shows a grasp of the issues at play in anticipating questions and issues; consistently substantiates opinions expressed, arguments made and conclusions drawn with theoretical evidence