An Entry Strategy for Dairy Crest in Germany

Claudio Vignali, D Vrontis, Daniella Vignali

    Research output: Contribution to journalArticlepeer-review


    This case study investigates the possibility of Dairy Crest dairy products entering the German market. The study gives an insight and analyses the company’s internal capabilities as well as its external industrial forces that may influence and direct strategies and tactics. Finally, it presents a suggested possible strategic and tactical marketing approach that could alternatively be used by Dairy Crest in optimising performance when targeting the German market.
    Original languageEnglish
    Pages (from-to)393-409
    Number of pages17
    JournalBritish Food Journal
    Issue number5
    Publication statusPublished - 1999


    • Dairy industry
    • Germany
    • Marketing
    • Strategy


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