Kilburn, D., 2006. Market Entry Analysis. Project Report. Poole, England: Bournemouth University. (Unpublished)
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This report was commissioned by Kingfisher who wanted to determine the potential of the DIY industry in Spain prior to deciding whether to establish a presence in the market.
|Item Type:||Monograph (Project Report)|
|Additional Information:||The report was presented to senior managers at B & Q Head Office and representatives from Kingfisher. The report indicated to the client that despite the presence of another British DIY chain in Spain (Texas Homecare) the advice was not to proceed at that time. This advice was taken and was proved to be correct as Texas pulled out of Spain the following year, citing poor trading conditions as the reason. My expert knowledge of Spain and the Spanish environment, together with primary research enabled this recommendation to be made to Kingfisher.|
|Subjects:||Technology > Business, Management and Marketing|
|Group:||School of Tourism > Centre for Event and Sport Research|
|Deposited By:||Associate Professor David Kilburn|
|Deposited On:||21 Oct 2009 19:10|
|Last Modified:||07 Mar 2013 15:16|
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