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Sales success factors of micro, small and medium sized brands located in the Netherlands

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Sales success factors of micro, small and medium sized brands located in the Netherlands

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Samenvatting

PROBLEM INTRODUCTION “iNDiViDUALS is the own brand of the Amsterdam Fashion Institute, run by Management, Design and Branding students. This micro brand already existed for 14 seasons and had been sold to several Dutch retailers. The design driven brand put the focus on creating high-fashionable collections based on the student’s inspiration within the common Zeitgeist and never had the main intension to succeed in sales. However, after an unsuccessful and failed sales period due to the minor focus on the sales performance, in which all existing customers rejected to buy the collection, a sales strategy had to be developed in order to save the future of the brand. […] in the following thesis, my aim is to find out the success factors of a selling strategy for a micro brand. Based on these insights I will suggest a sales strategy proposal for another Dutch micro brand.” RESEARCH QUESTIONS (a) What are the sales success factors of micro, small and medium sized brands located in the Netherlands? (b) How do successful case companies implement the sales success factors? (c) Based on these insights, how should a sales strategy be built up for a selected micro brand?

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2014
TypeBachelorscriptie
TaalEngels

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