QURE的歐洲市場進入戰略

Abstract

This thesis develops a comprehensive market entry strategy for Qure, a premium cold-air diffusion fragrance brand under Aromate Industries, targeting its expansion into Europe. The study examines Qure’s product innovation, differentiators, and current market presence, while analyzing six key European countries to select the optimal entry point. Through a detailed PESTLE analysis, Porter’s Five Forces evaluation, SWOT assessment, and market research on consumer trends, Germany emerges as the most suitable country for Qure’s initial European expansion. Germany’s large market size, high purchasing power, strong demand for wellness products, and cultural acceptance of natural and herbal remedies create an ideal environment for Qure's premium, functional air care solutions. Additionally, the growing trend toward alternative air fresheners — beyond traditional sprays and candles — aligns well with Qure’s cold-air diffusion technology. The brand’s functional positioning aligns well with German consumers' pragmatic desire for products delivering tangible wellness benefits. The recommended strategy includes premium-accessible pricing, with a starter kit priced at €49.99 (including two pods). Collaboration with a reputable German partner like Tetesept is advised to support regulatory compliance and enhance market credibility. A hybrid distribution approach (e-commerce and selective premium retail) and an education-driven marketing campaign are key to building consumer awareness and trust. The thesis also outlines a basic financial projection, identifies major risks including regulatory challenges and market education needs, and proposes an exit strategy.

This thesis develops a comprehensive market entry strategy for Qure, a premium cold-air diffusion fragrance brand under Aromate Industries, targeting its expansion into Europe. The study examines Qure’s product innovation, differentiators, and current market presence, while analyzing six key European countries to select the optimal entry point. Through a detailed PESTLE analysis, Porter’s Five Forces evaluation, SWOT assessment, and market research on consumer trends, Germany emerges as the most suitable country for Qure’s initial European expansion. Germany’s large market size, high purchasing power, strong demand for wellness products, and cultural acceptance of natural and herbal remedies create an ideal environment for Qure's premium, functional air care solutions. Additionally, the growing trend toward alternative air fresheners — beyond traditional sprays and candles — aligns well with Qure’s cold-air diffusion technology. The brand’s functional positioning aligns well with German consumers' pragmatic desire for products delivering tangible wellness benefits. The recommended strategy includes premium-accessible pricing, with a starter kit priced at €49.99 (including two pods). Collaboration with a reputable German partner like Tetesept is advised to support regulatory compliance and enhance market credibility. A hybrid distribution approach (e-commerce and selective premium retail) and an education-driven marketing campaign are key to building consumer awareness and trust. The thesis also outlines a basic financial projection, identifies major risks including regulatory challenges and market education needs, and proposes an exit strategy.