Research and Market Entry Report for Austria Krystian Raymond



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Pricing Strategy


When entering the Austrian market, RONA will use competitive and market-oriented pricing to gain market share relatively quickly. With analysis of competitor pricing and selection, RONA can tailor its operations to fill underserved segments within the higher-end market and offer competitive pricing on the related products that competing companies sell. Elements of penetration pricing within certain product segments (such as renovation materials) may be used to establish the company within the market. This strategy will allow RONA to better judge the consumer market and competing companies upon entry and allow them to modify their product selections to maximize the company’s success in the Austrian market.



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