Palgrave Encyclopedia of Strategic Management

Question: Discuss about the Palgrave Encyclopedia of Strategic Management. Answer: Introduction: The current study focuses upon the factors pertaining to Breyers ice cream that shall facilitate in determining the market entry strategy in the consumer goods market in Thailand. Leih Teece (2014) mentioned that in case of launching a product into a new market, it pertinent to note the probable attributes of the product that can counter the features of competing products. Discussion: The core functions pertaining to Breyers ice cream is to facilitate consumption of a food product. Shaw (2015) advocated that in case of market entry strategy, it is relevant to note that despite having sound attributes many product fails to capitalise upon the uniqueness that their products tend to have. In the context of tangible attributes pertaining to product of Breyers, the primary attributes relates to the contents that ice creams generally tend to have such as presence of homogeneous fats, creams and flavoring along with proper packaging that ensures that the product is kept in an appropriate manner. In this context, the products offered by Breyers tend to differ from that of its competitors owing to its packaging and contents (Breyers 2016). In terms of augmented features that can differentiate Breyers products the management at Breyers requires to launch its flavors selectively as well as introducing ice creams with certain localised flavors that complements Thai cuisine. The potentiality concerning increase of market share by Breyers in the ice cream segment of Thailands fast moving consumer goods (FMCG) is considerable. Moreover, in the context of potentiality, it can be construed that Brayers can introduce additional set of flavors or launch set of ice cream cones and or ice cream bars. Conclusion: Thereby, it can be inferred that the product shall be able to create its consumer base through creating individual attributes pertaining to its products that are hard to replicate. Moreover, the consumers will be able to receive additional set of products under Breyers brand and thereby the prospective consumer base of the brand can be enhanced by it through the potential and augmented product. References: Breyers. (2016). Breyers Ice Cream and Frozen Dairy Desserts. [online] Available at: https://www.breyers.com/ [Accessed 6 Dec. 2016]. Leih, S., Teece, D. (2014). Market Entry Strategies.Leih, S. Teece, D.(2014), Market entry strategies, In D. Teece and M. Augier (eds). Palgrave Encyclopedia of Strategic Management, London. UK: Palgrave Macmillan. Shaw, K. (2015). Foreign Market Entry Strategies.China-USA Business Review, 395. Xu, H., Taute, H. A., Dishman, P., Guo, J. (2015). Examining Causal Relationships among International Experience, Perceived Environmental Uncertainty, Market Entry Mode, and International Performance.International Marketing in the Fast Changing World (Advances in International Marketing, Volume 26) Emerald Group Publishing Limited,26, 135-156.