Fantôme an expansion plan

Abstract

This thesis applies Born Global (BG) theory to analyze the luxury mobile consumer industry and phone company start-up Fantôme, which recently launched its first luxury phone, the Arcane. Then a structured analysis, using weighted relevant indices, is made of a large selection of countries for suitability of expansion for Fantôme. Further analysis is performed from a short selection of the top ranking countries with two of these countries being deeply analyzed, resulting in a strategic marketing plan developed accordingly for the company

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