Imege Building of the Oxxo Energy Drink Brand-Rebuilding the strategy and image of Oxxo Energy Drink Company from a crisis situation considering the market characteristics , consumer behaviors and the competition on the Hungarian market
Saved in:
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Thesis |
| Kulcsszavak: | Energy drink Image building Oxxo Consumer behaviours energy drink consumption |
| Online Access: | http://dolgozattar.uni-bge.hu/5468 |
| Abstract: | In my thesis I would like to introduce the formulation of a new strategy, concentrating on the image building section. Considering that a company has some difficulties, how it is possible to rebuild the image from a crisis situation. The Hungarian energy drink market is different from the global one. Oxxo energy drink is a small player with limited resources and the strategy needs to be redesigned starting from a problematic situation. Consumer value and competitive advantage are needed, thus researching the consumers and the market is crucial in interest of a new marketing strategy. |
|---|